How Jennifer Taylor Home benefits from UGC | Case study

Home furnishings brand, Jennifer Taylor Home, publishes User Generated Content into their eCommerce store to inspire customers to identify with the brand. The brand has seen a 49.7% increase of conversion rate thanks to customers interacting with UGC.

Numbers

The Story

Over the past 27 years, Jennifer Taylor Home has successfully sold their high-quality home furnishings at affordable prices through third party vendors. Two years ago, they decided to open the doors to their own eCommerce storefront with the intention of selling their products directly through the brand.

Challenge

Because Jennifer Taylor Home has been around for almost 3 decades, their products have a following, but the brand as a whole is less well-known. The challenge then became turning a product that people already love into a brand identity that they adore.

While consumers can still purchase products through third parties, JTH’s goal was to create a shopping journey that would inspire consumers to make purchases through the brand’s website.

Solution

“We’ve always had a kind of catalogue of customer images because of the other vendors that sell our products. We basically had all of those resources but no means of posting that on our website. So Flowbox was exactly what we needed to upload those images and showcase them with our product listings.”

Vu Tong – eCommerce Account Manager at JTH

By collecting customer content and integrating it into their eCommerce website, Jennifer Taylor Home is able to take the brand awareness that already exists from 27 years of selling and bring it all to one place. Displaying UGC in stylish galleries and carousels across the JTH website inspires their customer base to identify with the brand like the customers who share content.

Not only that, but when future shoppers see this customer content along various points in the shopping journey, they have a better idea of how to imagine the products in their own homes and are inspired to purchase.

“I think UGC is very important especially for a product category such as furniture. Even though we list our products with the dimensions, some people can’t actually picture in their mind how big or small the item actually is. To see it in a real life setting, they actually get a better idea of what the product will look like in terms of size and everything else.”

Vu Tong – eCommerce Account Manager at JTH

UGC helps customers trust the brand and the product, reducing eCommerce return rates and increasing engagement.

“Personally, I believe Flowbox instills buyer confidence just by showcasing what other consumers have purchased. I would even consider UGC as a review feature because a lot of the content is tagged with actual commentary. I think it’s very beneficial.”

Vu Tong – eCommerce Account Manager at JTH

Results