Denby Pottery has taken User Generated Content integration to the next level, now allowing customers to sort shoppable UGC content based on product colors and style. With help from visual commerce platform, Photoslurp, Denby’s unique galleries improve the online shopping journey by making it easier for customers to envision products before purchasing.
“By embedding a 'Shop this look' feature directly into the product detail pages, we can now provide customers a new way to truly visualise how the product may look in their own homes,” stated Ged Lightfoot, Denby eCommerce manager.
As a long-time producer of handcrafted stoneware, this heritage brand is no stranger to selling homegoods. Recognizing the impact of UGC on product sales, Denby Pottery has put an emphasis on customer content in their eCommerce strategy.
Lightfoot continued, “We know from user insight studies and heat mapping that the UGC widgets and gallery pages are amongst the most visited areas of the Denby website. Customers want to see how the products can be used in different ways, and Photoslurp provides an easy way for us to embed this content throughout the site.”
User Generated Content also opens up a new channel of potential revenue, which can be accurately measured through Photoslurp’s analytics suite. These insights then help Denby maximize new product launches with additional content posted by their community of followers.
Sof Michaels, VP of Business Development at Photoslurp, stated, “We are delighted to partner with such a prestigious and established brand as Denby Pottery for their visual commerce website experience. The integration of our Collections feature helps the Denby community easily filter through specific categories and concepts bringing a more concentrated purchasing process whilst staying on the social shopping path.”
As consumers are 5X more likely to convert through UGC over professional content, brands are looking for innovative ways to manage and display customer content in their eCommerce storefronts. Photoslurp’s Collections feature creates sets of media based on criteria put in place by the user, such as product or style. That collection then only shows UGC in that specific set, giving shoppers the ability to easily filter through content based on their own preferences.
“One of the main reasons we chose Photoslurp over other platforms was the option to upload our own professional lifestyle imagery directly into the platform alongside the ability to pull through UGC content from Instagram and other social media. This allowed us to create shoppable gallery pages for each of our core ranges, whilst keeping a 'Denby at Home’ gallery for pure UGC,” concluded Lightfoot.
