The Follie Follie Group (FF Group) has partnered with visual commerce platform, Photoslurp, to gather user-generated content for social marketing.
The FF Group, which is the parent company of Links of London and Folli Follie, will use Photoslurps platform to crowdsource content, such as hash-tagged photos, to help improve the customer journey.
The FF Group is hoping publishing user-generated images of its products online will help to increase conversion rates. Photoslurp embeds the social images on the respective websites and makes them 'shoppable' so customers can buy the item by clicking on the photo.
"Social proof has always played an important role in building trust with customers ever more so in today’s digital world," said 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," he explained. "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."
Research from Elon University concluded 65% of consumers look for user-generated content to influence their purchase decisions.
Eulogi Bordas, CEO of Photoslurp, added: "Visual content is fast becoming increasingly more important for both digital marketing and eCommerce. 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.”
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