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This case study explores how HelloChair has used Flowbox to collect, moderate and distribute user-generated content in an efficient way, and the results the brand has achieved by leveraging the platform features to boost the team performance around UGC.
By integrating authentic customer content into their online shopping journey, HelloChair turned engagement into action and made it easier for shoppers to feel confident through social proof, especially when buying high-ticket items.
HelloChair has achieved an average order size uplift of 26% and an average order value uplift of 61%, which means the value and size of orders are higher for the users who have interacted with Flowbox’s UGC galleries on the eCommerce site, compared to those who don’t.
Average Order Size Uplift
26%
Average Order Value Uplift
61%
HelloChair is a stylish Dutch retailer specialising in chairs and tables from over 30 premium furniture brands. Founded in 2020, the company blends online convenience with in-store experience across three showrooms in Bussum, Culemborg, and Delft.
Their mission is to help customers find furniture that fits both their lifestyle and personal aesthetic, without compromise.
From design lovers furnishing a new dining room to professionals searching for the perfect desk chair, HelloChair serves a wide audience that expects both inspiration and clarity throughout the shopping process.
Before Flowbox, HelloChair wasn’t using any dedicated UGC platform. While customers were sharing product photos on their social media, the team couldn’t efficiently collect, moderate, or use that content across channels.
“It was all manual before, and it took us a lot of time. We would send DMs to customers asking for permission to use photos, download them one by one, and upload them to our social media and website ourselves. So we did it with some of our customers, but it took so much time.”
Inge Bakker, eCommerce Manager at HelloChair
The manual process was not only time-consuming, but it also meant they missed out on a lot of amazing content that could have really helped them understand and connect better with their users.
“We were missing really nice content because we didn’t have time to check it every hour, every day. So before, it was all manual, and since it was a lot of work, we were not using UGC.”
Inge Bakker, eCommerce Manager at HelloChair
HelloChair knew that user-generated content could help close the gap in lifestyle imagery and generate social proof for more expensive products, leading to higher engagement and conversion rates.
But without a way to automate content collection and rights requests, it was too resource-intensive to maintain.
“We weren’t really struggling with our numbers, but we knew there was so much potential to do better. Especially when it came to engagement and conversions.”
Inge Bakker, eCommerce Manager at HelloChair
The decision to implement Flowbox came from within the team—a colleague who had used Flowbox at a previous job recommended it as the go-to solution for UGC management.
Once implemented, HelloChair rolled out Flowbox galleries across several touchpoints:
“We use different UGC galleries for different goals. Homepage is about engagement, product pages are all about conversion, and community pages help people find inspiration.”
Fleur Kant, Content Marketeer at HelloChair
They also use the collected UGC to complement the branded content on social media channels, and it has proved to be more effective in generating engagement.
The Flowbox flows on the HelloChair website are fully shoppable, meaning every customer photo is linked to the featured product pages. That streamlined path from inspiration to conversion has been a game-changer.
“Without the connection, customers are not able to find or they’re not going to buy the item. So it is really important for us to connect the right products to the post. And it really helps us in the uplift of our conversions.”
Inge Bakker, eCommerce Manager at HelloChair
While Flowbox’s impact is seen across many areas, product pages have been the biggest driver of performance.
“Especially when they’re on the homepage or the community page, they see the connected product and can visit the product page directly. In my opinion, that is what makes Flowbox so good: directly linking to products.”
Inge Bakker, eCommerce Manager at HelloChair
Through the Flowbox’s UGC platform, HelloChair has benefited significantly, improving user engagement, increasing conversions on the eCommerce site, and saving valuable time for their team.
With shoppable UGC galleries integrated across key pages, the brand now delivers a more authentic and inspiring shopping experience.
At the same time, HelloChair’s team has streamlined their UGC workflow, cutting manual work down to just one hour per week. The result is a more engaging site experience, stronger conversion rates, and a scalable content strategy that drives measurable business impact.
UGC gallery on the HelloChair website
Average Order Size Uplift
26%
Average Order Value Uplift
61%
The HelloChair team has seen a shift in the efficiency of UGC-related tasks since adopting Flowbox, moving from an entirely manual process to a streamlined, automated workflow.
“Before Flowbox, we had to do everything by hand. Now it’s automated—we just log in, approve images, and it’s done.”
Fleur Kant, Content Marketeer at HelloChair
What previously required multiple steps—scanning social media, reaching out to customers for permissions, uploading content manually—is now handled mostly by the platform. Thanks to Flowbox, the team now manages the day-to-day content moderation and publishing in under an hour per week.
Beyond ease of use, HelloChair credits specific Flowbox features for saving them time and increasing output. The automatic UGC collection, rights management, and product tagging have replaced time-consuming manual steps and enabled the brand to maintain an always-fresh website experience.
“The features helping us streamline our workflow are the automatic collection, the rights requests management and the product tagging. Before Flowbox, we had to do this manually, and now Flowbox is doing most of the work for us.”
Fleur Kant, Content Marketeer at HelloChair
The partnership has also gone beyond the platform itself. HelloChair’s Customer Success Manager at Flowbox, Cecile, has helped them optimise performance by providing strategic guidance on where and how to use UGC most effectively.
“Our CSM (Cecile) gives us real suggestions—like where to add new flows, or how to get the best results. That guidance has been super helpful.”
Inge Bakker, eCommerce Manager at HelloChair
Implementation was quick and frictionless, thanks to clear setup guidelines and a well-structured integration process. With Flowbox’s help, HelloChair was able to get up and running with Shopify without delays or complexity.
“Flowbox’s team really helped us with the Shopify integration. You have really good guidelines to implement it. I just sent the guidelines to our developers, and they implemented it all on the website. We had it working really quickly. I think it was really positive.”
Inge Bakker, eCommerce Manager at HelloChair
Reflecting on their experience, the HelloChair team had no hesitation in recommending Flowbox to other eCommerce brands. For them, the biggest win has been time saved, an increase in engagement and conversions, and the value derived from content they previously couldn’t utilise at scale.
“For us, the most important reason to start working with Flowbox is that it saves us a lot of time. And before Flowbox, we missed some really nice content on our website. It is so nice that it is completely integrated into our website at the moment. And now it can show our customers the newest and most relevant content. So we are recommending Flowbox to other companies.”
Fleur Kant, Content Marketeer at HelloChair