Apparel & Accessories

River Island

The fashion brand uses social and visual content to help shoppers envision River Island products in their own lives while increasing site engagement and sales.

At a Glance

Challenge

Create an engaging visitor experience that provides shoppers with compelling content that increases sales.

Solution

Get social and visual UGC onto the River Island homepage, dedicated landing page and product pages to celebrate customers, showcase authentic lifestyle content, and boost sales.

Benefits

Visitors that engaged with the visual user-generated content on the brand’s site drove a 184% lift in the conversion rates, a 45% increase in average order value and spent more than twice as much time browsing on the site.

184%

Conversion lift

Visitors that engaged with the visual user-generated content on the brand’s site drove a 184% lift in the conversion rates.

River Island achieves 184% lift in conversion with inspiring social content

River Island, the international clothing brand with 350 stores worldwide, puts social content front-and-center in its marketing efforts to inspire purchases. Using Bazaarvoice Galleries, the brand celebrates its customers by capturing user-generated content (UGC) and displaying it across its site. This visual content sourced from social channels turns shoppers into buyers.

The brand has a community of customers eager to share their photos wearing River Island’s clothing, which helps other shoppers discover new items and take inspiration from their styling. This lifestyle-based visual content is displayed as engaging and authentic shoppable images on River Island’s homepage, a full-page gallery, and as carousels on product pages to show how the products fit into people’s lives.

River Island sees a 184% lift in the conversion rate and a 45% increase in average order value among site visitors who engage with the UGC compared to those who did not. These visitors also spend more than twice as much time browsing on the site.

Wish list functionality improves the social shopping experience

The brand also integrated a feature into Galleries allowing consumers to add specific items showcased in UGC to a wish list. This lets consumers save the products that inspired them without interrupting the browsing experience.

“The technology has allowed us to create a unique piece of wish list functionality that is relevant to the way customers shop,” said Gemma Scarfe, head of e-commerce at River Island.

The Bazaarvoice solution creates a compelling shopping experience for customers by empowering them to envision the products in their own lives while boosting revenue for River Island.

184%

Conversion lift

Visitors that engaged with the visual user-generated content on the brand’s site drove a 184% lift in the conversion rates.

About the company

With over 60 years of fashion retailing experience, River Island is a global fashion brand with more than 350 stores around the world and an e-commerce business that ships to 125 countries.

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The technology has allowed us to create a unique piece of wish list functionality that is relevant to the way customers shop.

Gemma Scarfe

Head of Ecommerce, River Island

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