TAF, a part of Grupo Axo, is one of the most prolific, on-trend sneakers brands in Latin America that has committed to driving innovation in technology by implementing UGC (User Generated Content) in its online store. Their goal is to provide a better shopping experience and achieve a greater connection between the brand and its consumers.
With almost 2 million followers on social media that make up its #sneakerlover community, TAF has taken a step toward this goal thanks to their collaboration with Flowbox, a leading and innovative European company with its headquarters in Barcelona.
With this partnership, TAF incorporates content into their website created by users across social networks. As the customers themselves are the ones that are shown using the product in photos on their personal accounts, users visiting the online store can see those images, see the product and even purchase it instantly, improving the online shopping experience while strengthening ties with the #sneakerlover community.
“Our mission has always been to create and inspire the sneaker culture in our country, and using Flowbox we can now do it in the digital sphere. Our community of #sneakerlovers is very active on social media and we wanted them to participate in this project. We were interested in offering a different experience on our site, and when we met with Flowbox we hit it off right away, they presented their service offering to us and we loved it. We therefore had no doubts about integrating it into our eCommerce platform; we are very proud to be the first brand in Mexico to work with them,” said Samuel Martinez, Marketing Manager of TAF.
TAF invites all tennis fans to upload their photos on Instagram, tagging @TAFmx and using the hashtag #tafmx so that they can be a part of the huge, completely innovative project in the country. User Generated Content is a tool that is currently being used in other parts of the world with excellent results.
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Eulogi Bordas, CEO of Flowbox, added, “From our experience working with brands from around the world, we have seen that selling goods online has become more complicated, and brands need to go the extra mile to adequately create a persuasive shopping experience. We are convinced that our entry into the Mexican market in collaboration with TAF puts us on the right track, believing in and involving their customer community, friends, and followers throughout the buying process. There’s no doubt that this will be reflected in their eCommerce performance.”