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User Generated Content is x5 more likely to convert eCommerce shoppers when making key decisions about purchasing products. But how can a brand bridge the gap between the digital and physical worlds? Read on to discover how two very unique food and beverage brands are doing exactly that.
It’s not difficult to imagine why eCommerce conversion rates are constantly in flux. For any food and beverage brands reading, if you could integrate one simple tool to improve your conversion rate, wouldn’t you? Flowbox is here to help.
The challenge for food and beverage brands is that some customers will be more accustomed to an in-store experience. Meaning they can get a sense of the products before they invest in them, ask for advice on how to use them, and get a feel for a brand by having a physical shopping experience rather than a digital one.
Forms of social proof work very well for fashion and apparel brands and the same can be said about brands in the food and beverage industry. When you integrate social media into your website it has a lasting impact. That’s why the brands that are working with Flowbox and have a User Generated Content strategy are such success stories.
Some food and beverage brands marketing online will have a local presence and some won’t, but in today’s social media-dominated world, digital communities are more vital to food and beverage brands than ever before.
As reported in the Shopify eCommerce Market Credibility Study conducted by Forrester Consulting in September of 2021 on Shopify’s behalf, ‘47% of consumers said having a local presence was a significant factor for which brands they shop from.’
But how can a brand create a strong local presence when operating online? Companies can do this by nurturing their social media communities.
There are a lot of different concrete metrics that a food and beverage website might hope to improve on its journey to success. Some of these include engagement rates, conversion rates, impressions, interaction rates, average order value increase, and clicks. Even when a trip to a physical store is possible for a potential customer, the interactions they have online are just as important in the decision-making process.
Ultimately, the main factor in the food and beverage industry is encouraging consumers to want to taste your products. Thankfully partnering with a UGC platform can help brands easily track metrics, offer technical support and provide advice on how to optimize the performance of their content.
Naturitas, the eCommerce company specialising in natural healthcare products, recognised the value of their community in enhancing the credibility of their products. In this market, the products must be reliable and trustworthy. The consumer is the priority and has to trust the product, therefore social proof can play a very important role in the strategy as it demonstrates the product’s value.
With the Flowbox implementation, Naturitas has had an incredible result!
USERS WHO INTERACT WITH UGC CONVERT MORE x3.7
AVERAGE ORDER VALUE INCREASE 21.76%
With the use of the hashtags #naturitas and #soynaturlover, users share images of their favourite recipes using Naturitas products.
As well as this, they have created a specific page for their community, with dedicated sections for recipes and supplements, facilitating the search process for users as they can filter as they like.
“Customers are guided by what other users consume and recommend. In our case, food content significantly helps to create a community, since users share ideas and recipes, and therefore can be inspired.”
Victoria Robles, CRM Specialist at Naturitas
As Victoria Robles mentions, UGC helps to show the method of the recipe, bringing the process to life, and explicitly displaying the ways in which the product can be used. This exchange of recipes and identities creates inspiration, encouraging community growth and strengthening brand identity.
Belgian plant-based dairy alternative brand Alpro already has the power of social conscience on its side. Still, they were looking for a better way to share their corporate journey with potential customers. Alpro wanted to include the content that happy customers share on social media in their marketing strategy, and they required a straightforward yet efficient tool that gave them the power to do that.
When Flowbox and Alpro started working together the brand hadn’t used UGC before but it was time for Alpro to start marketing more effectively using social media. The brand has a stunning display of photos and videos on its website that shows off how beautiful its food and beverage products can look during the preparation and consumption phase.
The brand is happy with the metrics they are seeing post-Flowbox integration. With User Generated Content, Alpro has been seeing engagement rates of as high as 15% thus far.
“Flowbox just really excels. We love the flexibility, how you can integrate Flows into any website. It’s not a complex solution, and it’s easy to make Flowbox a part of your ecosystem. We even often let our trainees manage Flowbox, because it’s so easy to onboard them to the platform.”
Ralph Urmel, Digital Experience Manager at Alpro
