Feelunique drives $10 million in annual sales with UGC

Feelunique sets the standard for building positive shopping experiences for shoppers by guaranteeing they have access to a lot of high-quality user-generated content (UGC), including reviews and social content. In return, customers are rewarding Europe’s largest online beauty retailer with more purchases and larger basket sizes. The result? More than $10 million in additional e-commerce revenue last year.

“We’re always looking to improve the conversion rate of our product description pages (PDPs). As we increase the number of reviews per product, we see the conversion rates of those products climb higher and higher, which is why we always want more,” said Carla Martini, Head of On-site Experience at Feelunique.

Feelunique’s winning approach to boosting volume and coverage involves a combination of gathering reviews from beauty brands that syndicate content to the retailer and collecting native reviews proactively. The mix of text-based, visual, and social content is a winning strategy.

“We are already seeing the results of what a little more attention can do. In just one month, we gathered almost as many reviews as we did during all of last year,” said Martini. “We expect sales to continue rising as we dedicate more resources and efforts on actively generating more native reviews.”

Feelunique’s review submission rate increased 288% within the first two months of activating in-mail submission and multi-product submission in their post-interaction emails (PIE). These features allow customers to easily rate and review recent purchases in one form, directly from the email.

Tapping into visual and social content turns inspiration into purchases

Feelunique uses Bazaarvoice as an engaging, social commerce solution. With Galleries, the brand collects and display social and visual content from consumers on its homepage, product pages, campaign pages, and in a full-page gallery.

The retailer sees a 140% increase in conversion rate, a 32% lift in average order value, and a 375% higher time on site among visitors who interact with the Galleries.

With Like2Buy, Feelunique uses thumb-stopping images to catch the attention of consumers who are browsing the brand’s Instagram feed. This solution serves as a significant source of traffic to the retailer’s site by turning Instagram images into shoppable products with a link to Feelunique’s site in its bio.

“The platform is really intuitive to use and makes managing our social and visual UGC easy. Its features, such as detailed reporting, help elevate UGC across all our social, on-site, and email channels,” said Martini.

The make up of Feelunique’s UGC program is primed for success

Having built a strong foundation—and with plans to implement additional volume generation strategies and ways to take advantage of social content—Feelunique is well on its way to establishing itself as a UGC leader.

“There is so much untapped potential when it comes to reviews and visual content from social, and we are only scratching the surface,” said Martini.