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Read on to discover how Xandres have incorporated User Generated Content across multiple touchpoints to enhance their eCommerce journey, strengthen their online community and achieve positive eCommerce results in the process.
AVERAGE ORDER VALUE UPLIFT
31.94%
AVERAGE ORDER SIZE UPLIFT
23.87%
Xandres is Belgian a women’s fashion retailer with over 50 years of experience in creating classic, elegant and sophisticated designs that stand the test of time. The brand has a sustainable approach to fashion, making premium quality pieces that are designed to become treasured wardrobe staples.
Diversity and inclusivity are also core values that lie at the heart of their approach, with their collections featuring sizes ranging from 34 to 56. Xandres create luxurious yet accessible designs that convey a sense of self-expression for everyday wear and special occasions.
Xandres were looking for a way to enrich their eCommerce strategy so that their customers could better see themselves reflected in the marketing materials on offer. The brand prides itself on providing affordable luxury, featuring high-quality pieces that look fantastic but are accessible for everyday women. It stands to reason that the brand was looking for a form of content that is equally accessible. Our User Generated Content platform was the right solution for gathering and distributing an authentic form of content that users could see themselves reflected in and draw inspiration from.
“It’s very important for us that people get an accurate depiction of our products. We go to great lengths in creating lookbook images and lifestyle images. We fly to far away places to make the clothes look absolutely perfect. But it’s still really helpful for customers to also see what the clothes look like on people just like them. So how other people are wearing the clothes, what style combinations they are making, and so on.”
Tim Ceuppens, International eCommerce Lead at Xandres
Flowbox has also allowed Xandres to collect highly valuable consumer content that acts as social proof and distribute it across multiple touchpoints in their marketing strategy. UGC is featured on their homepage, on their product pages, in their customer newsletter, as well as on a dedicated #xandreswomen community page.
Xandres understands the power of User Generated Content in building a sense of community around their brand. To encourage consumers to participate in this community they offer an incentive for those who share images of themselves in their products on Facebook or Instagram tagged under the hashtag #xandreswomen. A winner is announced each month and they receive a €50 gift voucher.
“UGC allows us to make our online community feel complete. So we call it Xandres Women, where women are part of a community of successful people who are shining in our products.”
Tim Ceuppens, International eCommerce Lead at Xandres
To leverage the power of UGC the brand sends out a newsletter that goes out once or twice per season that features the best content they have collected using Flowbox in the period leading up to its release. Highlighting the creative contributions of their customers functions to solidify the digital community surrounding the brand, offer realistic style inspiration that engages consumers and encourages customers to participate by sharing their own #xandreswomen content.
Xandres recognized the potential of User Generated Content to enhance their product pages and conducted A/B testing to measure its impact. By using Flowbox widgets on product pages and comparing them against control pages where UGC was not shown, Xandres found that UGC had a significant positive effect on the customer journey.
The A/B tests were conducted across both mobile and desktop devices, and the results were impressive: a 14% increase in average order value on mobile and a 16% increase on desktop. These findings suggest that the addition of UGC on product pages acts as a source of inspiration, encouraging customers to make additional purchases at checkout.
A Flowbox gallery integrated into the Xandres website
AVERAGE ORDER VALUE UPLIFT
31.94%
AVERAGE ORDER SIZE UPLIFT
23.87%
Xandres have found that one of the key benefits of the Flowbox platform is its ease of use. The brand also appreciates the fact that they can request media rights efficiently via the platform, allowing them to use the content without any legal issues. According to Xandres, the hassle-free process of requesting and obtaining media rights through the Flowbox platform has significantly streamlined their UGC management.
“The Flows are easy to use. It’s super nice that you can request media rights so that we can use the content. It’s great to have that immediately so that when they accept we have it instantly within our approved content and we don’t have to look after it afterwards.”
Luca Maes, Social Media Coordinator at Xandres
One thing that really stands out for Xandres is the level of customer service provided by the Flowbox team. They appreciate having a dedicated account manager who is always available to answer their questions, improve their integration and help them troubleshoot any issues.
“Sometimes we use services where we only get to send an email and then wait 72 hours and then get a response and then wait another 24 hours and get a response and so on, which drives me up the wall. Usually, when you send an email to your eCommerce feed provider, it’s an urgent question, and so to have to wait that long is insane. Having an account manager that you can call or send an email to and it’s a direct line, it just makes it a lot easier to integrate and to make things a success.”
Tim Ceuppens, International eCommerce Lead at Xandres
When it came to integrating Flowbox into their eCommerce website, Xandres found the process to be straightforward. The UGC widgets were quickly set up on their site, and the Flowbox team provided helpful resources and documentation to guide them through the process.
“Flowbox is really easy to integrate, honestly, because of the fact that it’s a JavaScript snippet that you add. It’s also pretty easy to add the product feed to it. I’m not even going to say it’s a little bit technical because it really isn’t. It’s a copy-paste and it works perfectly.”
Tim Ceuppens, International eCommerce Lead at Xandres