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Accessorize sees 65% online conversion boost by leveraging mobile UGC

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Accessorize has seen a 65% increase in customer conversion after collecting user generated content (UGC) from social media sites and displaying it as a gallery.

The fashion accessories retailer is using Curalate’s Fanreel function, where customer images posted on Instagram and Facebook are curated directly on Accessorize’s home page.

Shoppers interacting with the #Accessorizer gallery also spent more than double (150%) the time browsing onsite compared to those who didn’t engage with it, while average order value rose by a third. Results were measured over an eight month period to the end of July 2018.

“Accessorize customers are keen to share their photos and we wanted to do more with our UGC,” explains Robyn Molyneux, Senior Content and Social Media Manager at Accessorize. “We’d like to explore integrating UGC instore, utilising our digital screens and iPads to bring the online and offline worlds closer together. If a customer is shopping online and UGC is encouraging them to make a purchase, there’s no reason why seeing the same image in a store environment wouldn’t have the same effect.”

The retailer has been working with marketing technology company Curalate since 2016, initially using Like2Buy, which makes Instagram posts shoppable.

“Social content unlocks product discovery,” adds Apu Gupta, CEO of Curalate. “The #Accessorizer gallery demonstrates that by making social content shoppable, brands can inspire customers to explore a wider assortment of products and give them the confidence to buy”. 

Accessorize also intends to feature Fanreel content containing customer imagery within email campaigns.

Accessorize joins a growing rank of apparel and fashion retailers turning to social content to bolster sales, with M&S famously using Instagram to leverage its huge social following and turn it into sales, while many other brands are seeing how to leverage UGC as outlined in our whitepaper published at the top of 2018.

Image: Instagram/Accessorize

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