Dune London introduced user generated content (UGC) on its product detail pages to inspire customers during the shopping journey, and reported an 82% increase in sales where UGC played a part in the transaction over a two week period after the feature went live.
The challenge
Dune London wanted to boost online sales by helping shoppers visualise shoes and accessories in real life settings, making the online shopping process more like an in-store visit.
The solution
The shoe retailer partnered with marketing technology company Curalate to integrate customer and blogger content from Instagram onsite.
“Our customers respond very well to UGC - being able to see others wearing our products gives them extra confidence to purchase,” said Mark Blenkinsop, Digital Marketing Manager at Dune London. “This is the latest step in a wider strategy to leverage these images as well as our own beautiful lifestyle content across the web and make the products contained within photos and videos fully shoppable. Rather than asking customers to search for what they’ve seen, we’re taking them directly to it.”
Dune London worked with Curalate to source inspirational content from a variety of online sources, then connects that content to the products featured. Curalate’s platform also allows the retailer to distribute shoppable content on its ecommerce and marketing channels including dunelondon.com, social channels and email.
In addition to UGC, Dune London also made its short film series shoppable. The retailer’s #aloveaffairwith spring and summer 2017 campaign allowed featured shoes to be bought instantly when consumers access the videos by mobile. Clicking on a chosen item takes them through to the product page.
The results
A recent email campaign featuring Dune London’s ‘Your Style’ gallery saw a 55% increase in click throughs compared to previous emails not featuring UGC. It resulted in a six-fold increase in revenue generated by the gallery.
Overall, Dune London has seen a 28% higher conversion rate among shoppers who engage with UGC during their shopping journey, while average order values grew by 17% over three months.
“Inspiring consumers has always been at the heart of branding,” said Apu Gupta, CEO of Curalate. “Dune London is enabling inspirational content to not only deepen brand engagement, but also to drive revenue.”
