Scicon: UGC increases conversion and loyalty in sporting goods eCommerce by creating a more engaging user experience

Scicon Sports is an Italian sports eyewear brand that has incorporated User Generated Content into their site to connect with their customers and show their products in a more authentic, engaging and user-friendly way. Read on to learn more about the role that UGC can play in the sporting goods industry and how it has become an instrumental part of Scicon’s marketing strategy.

Numbers

The Story

Scicon Sports is an Italian sports eyewear brand that sells cycling products, ranging from eyewear to bags and apparel. The brand boasts some big names in the cycling industry, like Pogacar, Nibali, or Froome to name but a few. What’s more, Scicon products are used by four UCI Mens WorldTour teams and two UCI Women’s WorldTour teams with over 150 professional cyclists and is the most worn eyewear brand at the Tour de France.

Scicon ensures nothing but the best quality products for its customers. By featuring content created by real users, the brand aims to demonstrate the quality and value of their products in a more genuine way.

Challenge

The challenge sporting goods brands face is that standard professional photos of products against a white backdrop or on a model in a studio do not invoke the same trust towards a product, or ignite the same level of passion as UGC does. 

Cycling as a sport is very much centered around community, therefore the lifestyle element and authenticity of consumer generated content is important for brand’s like Scicon Sports. UGC can be especially valuable as users get to see how the brand’s products look in action and behave in their natural habitat: on a bike. 

 “For the Scicon Sports brand, UGC has been a useful tool to show many more images of athletes and consumers using our sunglasses than the ones we would take in photo shoots. By featuring photos and social media posts from real customers, Scicon Sports provides potential customers with social proof and inspiration.”

Christian Pearce, Global Brand Manager at Scicon Sports

Solution

As social media continues to play a significant role in how consumers make purchasing decisions, incorporating UGC into a brand’s marketing strategy has become increasingly important. However, collecting UGC from different sources manually can be a challenging task for any brand. This is where Flowbox comes in. Our platform allows Scicon Sports to streamline the process of collecting, and managing UGC from social media. Scicon Sports users can tag their social media content with the hashtag #seetheworld, which enables the brand to display the content on their website as seen on their homepage.

“In terms of how UGC has changed our platform, it can provide a more dynamic and engaging user experience on our homepage and product detail pages. By featuring real customer photos, potential customers can see how our sunglasses look and perform in real-life situations, leading to an increase in conversions and loyalty.”

Christian Pearce, Global Brand Manager at Scicon Sports

By working with Flowbox, Scicon Sports enhances the user experience on their eCommerce site and provides social proof, ultimately leading to increased sales.

The Flowbox platform has also facilitated Scicon Sports implementation of UGC on their site, by seamlessly integrating their customer’s photos without concerns regarding permission to use their Instagram content featuring their products. The process of requesting and obtaining media rights has never been easier!

“By integrating Flowbox into our eCommerce platform, we can easily feature UGC on our website and other marketing channels without having to worry about getting permission for every piece of content. Flowbox has been a game-changer for us.”  

Christian Pearce, Global Brand Manager at Scicon Sports

The Flowbox Experience