Rowico Home’s customers were actively sharing real-home photos on social media, but that inspiration wasn’t reaching the website. By partnering with Flowbox, the brand brought UGC into key webpages, emails and ads, leveraging the platform’s features to create a more authentic shopping experience.
As a result, Rowico Home saw a 52% uplift in average order size as customers bought more items per purchase, and a 67% uplift in average order value as each order was worth more on average.
Uplift in average order size
52%
Uplift in average order value
67%
Rowico Home has spent decades helping people create homes that are both stylish and practical. The Swedish brand is known for its Scandinavian design, clean lines, warm wood and simple, durable design that fits everyday life.
Its collections span dining, living and hallway, with a focus on quality materials and finishes that age well. Customers regularly share how they use these pieces at home, and Rowico Home saw the chance to bring that creativity onto the site so it becomes part of the shopping experience.
While Rowico Home’s Instagram feed was full of inspiring customer images, this valuable content wasn’t being used anywhere other than social media.
“On our own Instagram account, we had a lot of pictures that not enough people saw. Using Flowbox, we could have all those pictures on our website and make them visible for more people.”
Evelina Jensen, E-commerce Manager
Visitors browsing the website never got to see how the furniture looked in real homes, and the brand missed opportunities to inspire and connect with customers during the decision-making process.
Flowbox enabled Rowico Home to display their content strategy on the different steps of the customer journey. By embedding UGC galleries across multiple channels, shoppers could now find real-life inspiration wherever they interacted with the brand.
“We have UGC on different landing pages like product, category, homepage, and on our Insta Shop page. We also have UGC on our 404 page and in other locations, such as our bestseller page. They can find UGC on the whole website. Throughout the shopping journey, they will be able to see other customers’ homes.”
Linnéa Sollin, E-commerce Coordinator
The team also extended this approach beyond the site, creating a consistent experience across newsletters and Instagram stories.
“We have also moved UGC into our email communications and on our own Instagram feed, having it also show up in our stories as ‘Moments from You’.”
Evelina Jensen, E-commerce Manager
And importantly, Flowbox has also helped Rowico Home scale their reach outside of their home market by making UGC easier to repurpose across platforms:
“Now we use UGC on both Instagram and Pinterest, and that’s also an efficient way of scaling to other markets. Right now, we’re all in Sweden and Germany, but it’s an easy way to have a lot of different inspirational pictures in other markets, on Instagram and Pinterest. So, that’s great.”
Evelina Jensen, E-commerce Manager
Rowico Home also pointed to the Flowbox features that made the integration seamless, and made it easier to collect and manage photos while also showing their community that the brand values authenticity.
“We only use Rights Requests for Instagram right now, and it works really well. It’s where we manage and collect all the photos and videos. We mostly send the Rights Requests via comments because we like to show other creators that we actually send out requests. So more people can see that we appreciate and share their content.”
Linnéa Sollin, E-cCommerce Coordinator
Whitelisting further streamlined their collaborations, allowing the team to quickly approve content and highlight the right profiles in a clear and consistent way.
“We use whitelisting for our collaborations, and I think it works well. We can directly approve the pictures when the creators are whitelisted.”
Linnéa Sollin, E-commerce Coordinator
The collection and moderation tools gave the team an easy way to curate galleries, making sure every image was placed in the right spot and stayed aligned with the brand’s look and feel.
“I really like the collection tool. I also appreciate that we can choose which photo appears as the front image and that we can tag it and showcase it in the right gallery on the website.”
Linnéa Sollin, E-commerce Coordinator
For Rowico Home, Flowbox has brought measurable efficiency to their day-to-day work. Gathering and publishing content is no longer a complex task, and the impact is directly visible in sales performance.
“Flowbox is efficient because we are able to get a lot of pictures in a simple way. Also, if you look at the number of uplift in the analytics, it shows the impact the tool has on our sales.”
Evelina Jensen, E-commerce Manager
Rowico Home UGC gallery on their Instashop
Uplift in average order size
52%
Uplift in average order value
67%
For Rowico Home, the support behind Flowbox has been just as valuable as the platform itself. With quick answers in chat, follow-up meetings, and guidance on strategy, the Customer Success team has helped Rowico Home make the most of the tool.
“The team is pretty fast at answering in the chat. They can solve our problems, they understand my concerns and have answered the questions I asked. We have had follow-up meetings, and we get to know more about the statistics, the platform and how we can use Flowbox even more.”
Linnéa Sollin, E-commerce Coordinator
The brand is looking ahead to new ways of activating their growing community. They are planning competitions, adding UGC galleries into automated emails, and continuing to encourage customers to tag Rowico Home in posts.
“We have an announcement on our website, encouraging people to tag us and share their pictures. We also include this in our emails to encourage people to upload pictures. And we use Instagram with hashtags, so we can collect even more photos from different kinds of homes.”
Linnéa Sollin, E-commerce Coordinator
“We are planning to encourage people by having UGC on our automation marketing emails, to encourage all of our new customers. We are also planning on holding competitions.”
Evelina Jensen, E-commerce Manager