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

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.