Customers who sell your products!
That sounds ideal, doesn’t it? Well, this is actually happening at the moment.
Have you ever heard of visual commerce? “Visual commerce commonly refers to social commerce with an emphasis on photos and videos” (Quora, 2015). Visual commerce is increasing as close to two billion posted photos on social media a day. Customers are posting pictures with the company’s product, called brand attributed pictures. All these pictures form user generated content and after selection, companies can present the best ones on their webshop.
Visual commerce increases conversations, engagement and social commerce. By using consumer photos the average conversion rates increase by 30% (Photoslurp, 2015). With authentic customer photos, engagement will improve. As 65% of consumers search for user generated content before making a purchase, they will be more interested to interact (Photoslurp, 2015). Last, consumers will have social interaction about their photos’ on your site which will provide social commerce.
Let’s take a real world example: Luiz David is the first company in the Netherlands using the phenomenon of ‘selfiemarketing’. Luiz David sells sunglasses with a strong focus on fashion. The company also thought about virtual fitting, but they found perception was more important for fashion products (Oosterhout, 2014). Therefore the selfiemarketing works very well for Luiz David. Before Luiz David started with selfiemarketing in the Netherlands, it was already used in America by companies like Nike and Asos. Where Olapic and Chute were the platforms they used to filter the brand attributed pictures.
By creating a lookbook, visual commerce gives people a realistic impression of the product. Real people are wearing the products and therefore they can identify with them. People assume that if the items look well on the “real people”, they will look well on themselves as well. Luiz David’s numbers show that 20% of their conversion is coming directly from their lookbook (Oosterhout, 2014). Professional models will not give the same feeling of trust as visual commerce does. The picture below will show you an example of Luiz David’s lookbook.
And how does this all work? Photoslurp for example works as follows. Photoslurp filters your brand related pictures (user generated content) from these 2 billion photos per day via hashtags and mentions on Facebook, Twitter and Instagram. Especially people on Twitter and Instagram have a ‘public’ status on their account. Therefore companies are allowed to use these photos for business. To stimulate the user generated content even further, companies can trigger their customers to post pictures via email or social media.
After companies, like Luiz David, have received the brand related pictures from Photoslurp, they can select the ones they would like to display on their site. Besides they will link the product shown on the picture to a stock keeping unit. By doing this, a mouse click will lead exactly to that specific product.
In the future, Photoslurp wants to develop an application to contact the customer whose picture you want to use. This should improve the engagement and lift conversion even more.
Oosterhout, A. (Twinkle), Social proof in een visuele wereld, Marketingfacts, 01.08.2014, http://www.marketingfacts.nl/berichten/social-proof-in-een-visuele-wereld used on 15-9-2015
Photoslurp, (2015) http://hi.photoslurp.com/ used on 15-9-2015
Quora, http://www.quora.com/Visual-Commerce used on 15-9-2015