How fizik benefits from UGC | Case study

fizik is an International cyclist brand producing and distributing high-performance cycling shoes, saddles, and accessories. Learn about how they use customer content galleries and carousels to increase engagement in a niche market.

Numbers

The Story

This worldwide premium cyclist brand made its mark by manufacturing and distributing high-quality bike saddles and accessories for road, mountain, and triathlon bikers. While many professional athletes use their products, they also market to leisure riders and were looking for a way to reach the everyday consumer within their niche market.

Challenge

Because fizik products are designed for a highly engaged but niche market, the brand was eager to find a way to use this to their advantage.

They recognized that bikers were excited to share images and videos of themselves using their fizik products, so the challenge then became how to use that engagement to further develop their relationship with customers, while selling more products.

The answer: User Generated Content.

“User Generated Content is super important for selling in a niche market. When people ride their bikes they are having fun, they are doing what they love most in the world. And they want to belong to a community and to a brand. In the cycling world, you don’t just choose a brand because you need another pair of shoes or a saddle. You choose the way a brand presents itself. Then the customer wants to share with the world and with their friends that they chose that specific brand.”

Enrico Grando – eCommerce & Digital Manager at fizik

Solution

Inspired by his own personal shopping journey for a sports product, Enrico Grando, eCommerce & Digital Manager with fizik, decided to integrate UGC into the their eCommerce to give customers the same experience that brought him buying success.

By integrating UGC carousels into their home and product pages, fizik gives their customers a fresh way to shop products that helps them understand how a product will look and fit before they buy.

“We realized that we wanted to show our customers how to use our products – even if you are not a pro-athlete – so we wanted to highlight everyday cyclists. Seeing a product used by another person is very helpful. It’s a really important part of the decision making process for online customers. As a consequence, it’s also super important for enhancing the experience of our users.”

Enrico Grando – eCommerce & Digital Manager at fizik

Visual content is crucial for providing customers with a compelling online shopping journey. fizik has taken this concept one step further by including galleries and carousels with content they themselves have produced within various points of their shopping journey.

Using the Flowbox platform, they integrate this content and measure its effectiveness using the built in analytics platform. This activation alone has brought them an 11.9% conversion rate increase.

Results