Case Study: UGC Rolls in Tide of Sales for Austin Canoe and Kayak
Spinning a yarn about that big fish got easier for Austin Canoe and Kayak (ACK) customers about two years ago. That’s when the Austin, Texas-based retailer that’s one of Summit Sports’ six brands got rolling on a project with a partner in the city. ACK wanted to increase sales and Rivet Works, which creates software for automated user-generated content, was ready to dip its oars in the water. UGC upped customer interest in the specialty retailer’s product pages after the company, known among its customers as Austin Kayak, sent out requests to them to join “brag boards” on its site and prove that that bass was really that big.
Challenge: Increase Sales
Solution: Rivet Works Automated UGC Platform
Results: 90% lift in conversion on specific product pages
As of presstime, nine of the 24 pictures on the AustinKayak.com customer photos page were obviously about kayak fishing, nine others revealed they were so in their captions. And of those 18 UGC fishing photos, four were pictures of the gilled creatures themselves.
“[Customers] like being able to one-up each other and brag about that, in a way,” says Trent Lootens, ACK’s digital marketing manager. “So this gives them a definite outlet to be able to do that.”
And other customers like seeing kayaking tales, too. Lootens says not only did customers start interacting with their peers about their adventures, they did so on AustinKayak.com because Rivet Works sends a link to the customers that makes the interaction one-on-one, regardless of whether the UGC is shared on third-party social media sites. Keeping the interaction 1:1 creates trust between the brand and the customer that ACK saw not only make its UGC grow 99 percent in two years, but caused the sales to surge 90 percent on product pages housing the customer photos, stories and videos.
“Rivet gives us the ability to source content through email, social media and directly on product pages,” Lootens says.
Last month, ACK was slated to go fishing — luring customers back in by retargeting them on Google with their UGC.