Teenagers lead the way to online success for fashion retailer Kids Brand Store
Online fashion retailer Kids Brand Store has seen a 200 percent increase in average order value for products purchased through Flowbox’s platform compared to purchases made directly on the site.
With teenagers as your target audience, staying up-to-date with the latest social media trends is crucial to create real engagement. For online fashion retailer Kids Brand Store, influencers and user-generated content is a major part of the overall marketing and communication strategy. The company has been using Flowbox’s platform for two years and today, almost every photo in their social media channels is user generated content (UGC).
“When we started using Flowbox we immediately saw the business value of it. Our customers are often young people who like to be on social media, so the exposure they get from being featured is also a positive thing for them. They love being a part of our community and often share the content we post when we tag them, so we get an extra boost from that,” says Malin Ganebro, Social Media & Influencer Marketing Manager at Kids Brand Store.
Challenge
Kids Brand Store is an authorized reseller of several leading fashion brands. Before using Flowbox, finding relevant images was quite a challenge. The visual content used for marketing was for the most part images acquired from each supplier. In many cases, the images weren’t suitable for the company’s special target group – teenagers. Hence, involving influencers and customers in the process was a natural next step.
“The authenticity of UGC is something we can’t achieve with studio produced images. Our customers know better than us how to style our products to create a look that’s up-to-date and their images resonate well with other kids of the same age. Today, it’s only when we launch contests and special campaigns that we use studio images but we always archive them afterwards.”
Solution
Since implementing Flowbox, the visual marketing process has been simpler and more efficient than previously. The time spent searching for quality images has been reduced significantly, and through Flowbox, Kids Brand Store can now also generate sales through their social content.
“In Flowbox Moderate, we can gather all of our photos in one place and use tags to filter them, it saves us a lot of time. It’s easy to get an overview of our content and we can also tag the products in each photo to drive conversions which is something we couldn’t do before Flowbox,” says Malin Ganebro.
For Kids Brand Store, getting their customers to start posting and tagging photos in social media isn’t particularly difficult. Quite the contrary.
“Initially, we gave out gift cards to some of the people who tagged us to encourage them to keep posting, but we get so much content now that we don’t really have to do that anymore.”
Results
By tracking the key metrics in Flowbox Insights, Kids Brand Store can make better decisions on how to optimize their visual marketing strategy. After using UGC as a part of the marketing, both sales and engagement has increased. The average order value in Flowbox is 200 percent higher than for purchases made directly on the site, and the conversion rate has also increased.
“When we use UGC, the order value is much higher. The kids often get inspired by a photo they see but instead of just purchasing one item, they buy the whole look. The engagement is also much better when we use Flowbox compared to when we post general studio photos, because UGC is more trustworthy. Often, the images that generate the most engagement aren’t those with the best photo quality, but the ones that are genuine and real,” says Malin Ganebro.
Since UGC has performed so well on the website and organically in social media, Kids Brand Store has now started to use customer and influencer photos in their social media ads too, with positive results.
“We did a test with a product that was basically dead and didn’t sell anymore. By using a piece of UGC we revived the product and managed to sell over 4000 pieces of that garment. We got a 13.8 percent higher conversion rate with that ad compared to some of our branded ads.”
Results with Flowbox & UGC in social ads compared to without:
83.9% increase in reach
42.4% increase in exposure
13.8% increase in purchases
Results with Flowbox on site compared to without:
200% increase in average order value
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