Casall brings style into training and lets their customers show it
Casall founder Carl-Axel Surtevall started his own Training equipment company in 1980. Four years later, Casall launched the first sports fashion collection for women. Right from the start, the mission was to combine style and quality with a lot of passion and a sensual touch. Today, Casall is a leading Swedish premium brand in the Training industry.
Challenge
Making content that essentially affects their customers and keeping up with the content expectation from their customers is a great challenge of brands today. It takes a lot of resources and time for brands to create, control and manage content. Content investment has in general grown to roughly one-third of the entire marketing budget. Casall needed a way to engage their customers into creating content and wanted a way to use all the great content that their customers created in social media.
With lots of shoppers switching to online purchase, another challenge that Casall was facing, among many other brands, was to create an inspiring shopping experience for their online customers. This is a task many brands struggle with today and it is a fact that user generated content inspires more and that it makes customers more likely to discover and buy new products. In the physical stores 79% of the purchases being made is impulsive buy. On the same time on e-commerce sites, due to lack of inspirational content, the same number is only 19%.
Solution
When user generated content is exposed, time spent on site increases with up to 80% and 92% trust earned media more than any other form. Connecting UGC-images and videos to their start page was therefore a great solution for Casall. They used Flowbox to inspire their customers from the beginning of their journey and got great results from it.
Images in social media are the modern-day equivalent of window displays. They exist to capture attention and draw people in. Casall also helped their customers go from product discovery to purchase in seconds by making the feed of their own Instagram-account shoppable.
Casall also use the Flowbox platform when asking for the right to use the photos and videos of their customers. It is done in a few seconds and is very simple, but important.
Results
Brands today have challenges measuring and tracking the value of their content. Flowbox makes your content marketing measurable! Flowbox provides a tool that makes it possible to get insights about the actions and the content used on site.
The UGC-images on the start page of Casall’s website got a 12.23% Click-Through Rate. This means a lot of customers showing interests in the images and clicking on them. Another 8.33% then was converted and clicked on the “buy”-CTA-button.
For more information, contact:
Helena Nordh Myhrman, Head of Content, Flowbox
070-4402523, helena.myhrman@getflowbox.com
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