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I’m an Influencer
In this case study, we look at how Moulinex uses Flowbox to deliver an authentic and engaging shopping experience on its DTC website.
Carles Aragones, D2C Lead at Groupe SEB Iberia, shared his experience with UGC and the platform at the E-commerce Confidential live event, in an interview with Cristina Baeza, Sales Manager for Spain & LATAM at Flowbox.
Today, 20% of Moulinex’s online sales happen after an interaction with UGC on its website. The team estimates an additional 5–6% increase in sales since they started working with Flowbox.
of online sales are influenced by interaction with UGC
20%
Increase in sales
6%
Moulinex is a French kitchen appliance brand founded in 1956, with the belief that home cooking should be simple, intuitive and accessible to everyone. From food processors and blenders to its most iconic innovations, Moulinex designs products that fit into people’s everyday lives.
As part of Groupe SEB (the world’s leading manufacturer of small household appliances), Moulinex operates in more than 150 countries and has 33,000 employees. This scale brings huge brand recognition and a loyal customer base built up over decades.
In Spain and Portugal, the brand runs a direct-to-consumer channel whose goal goes beyond selling products. Moulinex wants its customers to cook more, eat better and feel connected to a brand that genuinely helps them do so. To build this kind of relationship in the digital environment, the brand chose Flowbox’s UGC platform.
Moulinex had a functional eCommerce website. What it lacked was a sense of closeness. They had their homepage and their product pages. Everything worked, but it didn’t offer anything another retailer couldn’t also offer. The team knew that, in order to build genuine differentiation in their DTC channel, something had to change. So they adopted a user-centred strategy.
“It was time to scale a user-centred strategy. Why? Because, as I said at the beginning, it’s about generating authenticity, increasing engagement and moving away from a cold eCommerce experience: just a homepage and a product page. Our DNA as a brand on the direct-to-consumer channel is to offer a shopping experience that’s different from what you’d find at a retailer or a typical online shop.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
The problem for the brand wasn’t the product, but rather how it was displayed on the site. Polished studio photography shows what the product looks like, but customers trust other customers more than they trust brand photography. They wanted to see content that felt familiar.
“Ultimately, it’s about bringing the concept of Instagram and especially TikTok to your own website. What people want to see is how the product is used, rather than a very nice photo on the PDP or a still life. How it’s used, with real, credible people, because at the end of the day corporate creatives look very polished, but what we see is that users engage much more with content that comes from real accounts.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
Moulinex needed the brand’s online experience to feel personal without creating extra work for a small team. It was Flowbox’s combination of automation, integration and flexibility that allowed them to manage UGC at scale.
“A shopping experience with much more relatable content, something a marketplace can’t offer. That was a clear advantage for us. And we needed to be able to do it on a large scale, with very little human input on our side. Flowbox made that possible for us: lots of automations, a highly integrated experience and multiple widgets we can roll out across the entire website.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
Moulinex now has UGC carousels on its homepage as well as on its category and product pages, each placed to respond to a different moment in the customer journey. When asked which of these placements was the most effective, the brand highlighted the product pages.
“If you look at it from a pure performance perspective, the product page is the one that stands out the most; it’s that extra push that helps users add to basket. But we also have paid traffic going to discovery pages and landing pages, and there the carousel is just as important because it reinforces the product discovery experience. So, depending on the type of campaign and the consumer’s purchase intent, we place it in different spots. But if I could only choose one, it would be the PDP.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
Moulinex doesn’t only work with user-generated content; they also repurpose influencer marketing content through Flowbox. It’s a combination that works very well.
“One note: in the first year, the content is partly from end users, but we also make the most of content from influencers who work with us, because it’s very high-quality and very well prepared.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
Moulinex emphasised the importance of being clear and thorough in the contracts with influencers to allow the brand to repurpose content on its website.
UGC gallery on Moulinex's homepage
of online sales are influenced by interaction with UGC
20%
Increase in sales
6%
Moulinex has integrated Flowbox directly with its attribution tool, Eulerian, which gives the team much greater visibility of the full customer journey, from content interaction through to purchase.
“In fact, we’ve added Flowbox events to our attribution tool, Eulerian, which is going to allow us to see real sales attribution, not just clicks, but also across the whole journey. There are weeks when we’ve seen customers who view the product, view the Flowbox content and end up buying a few days later, because they come back.”
Carles Aragones, D2C Lead at Groupe SEB Iberia
A delayed conversion window matters because it changes how the real impact of UGC is measured. A last-click model would miss it entirely. This shift reflects a broader maturity in how Moulinex thinks about community content and its role across the business.
That said, the brand’s UGC strategy isn’t going to stand still. The next steps are already underway: plans to add UGC carousels to email communications and automated journeys, as well as social media competitions to drive content volume and community growth. For Carles, UGC is part of something bigger than conversion.
“For it to become the catalyst, the fuel, to grow the volume of content creation, our follower base and our community. One thing I haven’t mentioned: our DNA as a brand website isn’t just about shopping experience and engagement, it’s also about loyalty. And, above all, continuing to grow our CRM database so we can increase lifetime value over time. This community is going to help us achieve that.”
Carles Aragones, D2C Lead at Groupe SEB Iberia