How Tuinmeubelshop benefits from UGC | Case Study

This case study explores how Tuinmeubelshop uses Flowbox to turn real customer photography into the trust and inspiration its shoppers are looking for online.

Since putting Flowbox UGC galleries on product pages, the homepage and a new community page, conversion is up 17% on pages with Flowbox widgets. Visitors who interact with the content also stick around 28% longer.

The Numbers

The Story

Tuinmeubelshop is the Dutch specialist for all things garden furniture. They sell lounge sets, dining sets, chairs, tables and outdoor accessories, delivered anywhere in the Netherlands.

Founded with a focus on quality and design, the brand has built a reputation as one of the country’s most trusted online destinations for outdoor living. With a catalogue that covers seasonal trends and year-round essentials, Tuinmeubelshop puts equal emphasis on aesthetics and durability, helping customers invest confidently in pieces that last.

The Challenge

Buying garden furniture isn’t a quick decision. People browse for weeks, plan their outdoor space months ahead, and want to see what a lounge set looks like in a real garden before spending a few thousand euros.

It’s also a category people overthink, in a good way. Shoppers picture a specific corner of their garden, return to the site again and again, and take their time before clicking buy. That’s exactly why showing real photos from real customers in real gardens isn’t a nice extra. It’s a big part of how people make up their minds.

Professionally shot in-house content was no longer enough. Tuinmeubelshop needed a proper way to collect, approve and publish customer content, and that’s what Flowbox gave them.

Before Flowbox, Tuinmeubelshop didn’t really have a system for any of this. The team knew customer photos were what shoppers wanted to see. They just had no clean way to bring them in. Photos came in by email. Tagged posts had to be found by scrolling through social. Images got downloaded one at a time. It was workable, but only just, and it didn’t scale.

“Before implementing Flowbox, we were mainly looking for ways to add more trust and inspiration to our webshop. Customers spend a lot of time researching online before they purchase garden furniture, and we noticed that professional product photos alone were no longer enough.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

Everything was being done manually, taking up time that could have been better spent elsewhere.

“We collected the customer photos manually, and we looked on social media to see if customers had placed pictures online. Everything was manual, and we spent a lot of time pulling images from social channels to our webshop.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

The Solution

When the team looked at UGC platforms, two things made Flowbox stand out. Not only was the backend simple enough for the wider marketing team to actually use, it also easily integrated into their Magento webshop.

“Flowbox stood out to us because of its user-friendly interface, and the integration with our Magento webshop was much easier than the other tools we looked at. Flowbox is, I think, the number one in user-generated content, and it’s also scalable, there are plenty of options to grow into.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

Flowbox now sits across three of Tuinmeubelshop’s most important website pages. On product pages, shoppers see photos of the exact lounge set or chair they’re looking at, taken in real gardens rather than studios.

Tuinmeubelshop – Shoppable UGC gallery on the website

The homepage pulls in fresh content at the top, easily visible for visitors. And a new community page, launched last month, has quickly become one of the biggest reasons people are staying on the site.

“We use Flowbox across several touchpoints. On the product detail page, we show pictures of the garden lounge set or the garden chair. We also created our community page last month, and now most of the interest comes from there. New visitors land on the webshop, go to the community page, and they’re really inspired by it.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

Day to day, three Flowbox features do most of the work: automatic content collection, product tagging and rights requests. Photos come in, get approved with permission already in place, and get tagged to the right product before going live.

“We mainly use automatic content collection, and the product tagging we use every day. We also use the rights requests a lot, so customers give us permission to use their images.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

Influencer and creator content runs through the same system. Instead of being a separate project on the side, it all lives in Flowbox, ready to be used again on product pages, community page, social and email.

“We work with influencers and content creators, and Flowbox helps us centralise all the content in one place. With Flowbox, we get the media rights to place that content on our website.”

Gerrit van der Garde, Director of Marketing at Tuinmeubelshop

The Flowbox Experience