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Fashion brand FF Group turns to UGC imagery for more engaging online experience

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Leading global fashion brand FF Group is improving its customers’ online shopping experience with visually rich user generated content (UGC) to boost engagement and sales.

Working with visual commerce and marketing platform Photoslurp, the partnership gives flagship jewellery and accessory brands Links of London and Folli Follie the ability to gather user-generated content, such as hash-tagged photos, improving the path to purchase for customers by making them ‘shoppable’.

“Social proof has always played an important role in building trust with customers ever more so in today’s digital world,” says George Matinopoulos, Chief Information and Technology Officer at FF Group. “With brand presence growing rapidly on social networks like Instagram, Photoslurp will ensure we are maximising both our engagement levels and our visual content in our digital marketing strategies. Our customers regularly share images of themselves enjoying our products, by collecting and using those images we can make the shopping experience for others more relatable and increase our chances of sales conversion.”

Photoslurp is a platform that helps brands to increase online conversion by collecting and publishing user-generated photos once they have been posted on social media by customers. Integrating these images into product pages and making them ‘shoppable’ gives website visitors the opportunity to purchase that product directly just by clicking on the photo.

“Visual content is fast becoming increasingly more important for both digital marketing and e-commerce,” adds Eulogi Bordas, CEO at Photoslurp. “Leveraging the correct images enhances the value of content and by creating a simple path to purchase, brands can now convert fans into customers. Our solution and tools will ensure that consumers will avoid taking unnecessary steps to purchase products, ultimately helping our clients to convert more.”

The huge increase in hashtag activity and user-generated content is driving a need for brands to consider how they are engaging with customers online and ultimately what influences them to purchase. Recent research showed that 65% of consumers look for user generated content before buying a product (Elon University) and over half of millennials affirm that user generated content influences their purchase decision (Crowdtap).

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