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Adding value and authenticity to footwear with User Generated Content

The Uruguayan chain of footwear stores Stadium has seen its products become more authentic in the eyes of its customers thanks to the incorporation of User Generated Content. See how the Photoslurp platform has given their products more value and brought their community closer together.

Numbers

Average amount of user generated images and videos collected per month

900

Users that interact with UGC convert more

x1.6

The Story

Stadium is a Uruguayan footwear business that has grown from humble beginnings as a small store in Montevideo to having over thirty stores across the country. Since 2006 Stadium has been a pioneer in eCommerce, with a site offering a personalized user experience and thousands of different products.

Challenge

With a changing eCommerce landscape as a result of the COVID-19 pandemic, Stadium knew that they would need to innovate with their marketing strategies to differentiate themselves from their competitors.

“In Uruguay, during the pandemic there was a considerable increase in eCommerce. With Stadium’s experience in the market, we saw the need to stand out in some way as a brand. We wanted to implement content more focused on the product, to bring about a greater impact on users. With the images, customers could know which products were most in demand in the community.”

Fernando Delgado, eCommerce Manager at Stadium

Solution

“In our case, we have a process for presenting products and we believe that giving authentic context adds value to the product. Showing a shoe in the air is not the same as showing it being worn.”

Fernando Delgado, eCommerce Manager at Stadium

Stadium found that User Generated Content would be the perfect solution for them. At a time when it was difficult for communities to come together because of the pandemic, UGC allowed Stadium to strengthen theirs by presenting its products in a more authentic way.

“UGC is very beneficial for what we call ‘peer authority’. This means that a user is more willing to buy when the reference is from someone who is on the same level as them, that is to say, another social media user. In general, a customer trusts the word and the experience of another customer more than those of the brand in making a purchase.”

Fernando Delgado, eCommerce Manager at Stadium

Results

Average amount of user generated images and videos collected per month

900

Users that interact with UGC convert more

x1.6

A fast-loading and fully functional website is essential to a healthy eCommerce operation, so it’s important that the UGC integration process doesn’t interfere with the functioning of the site itself. Photoslurp made this process as simple as possible for the brand. Stadium has also benefited from Photoslurp’s onboarding services and dedicated Customer Success team who ensure that the company can get the most out of the platform’s features.

“It has been the easiest integration process that we have implemented. The tool is straightforward and very good. For us, the metrics tool is very useful to know how the products are developing. We are very happy with Photoslurp. We have never had any problems and they have adapted perfectly to our requests.”

Fernando Delgado, eCommerce Manager at Stadium