Bell & Ross, maker of premium Swiss watches, provides online customers with a captivating shopping journey through their integration of User Generated Content. Using the Photoslurp platform, their eCommerce store presents customer content collected from social media that’s made shoppable to inspire customers to purchase.
Bell & Ross joins the growing list of luxury watchmakers not only to take advantage of online selling, but to embrace this form of social proof marketing.
“For a luxury brand we have always been close to our fans and customers,” explains Antonin van Niel, Head of Digital at Bell & Ross. “Our online community is large and has become more and more active; we are seeing huge growth in our customers sharing their experiences with our hashtags (#BellRossCommunity – #WatchBeyond).”
Photoslurp easily collects this hashtagged content or content where the Bell & Ross brand is tagged or mentioned. Then, all the brand has to do is manage the content within the Photoslurp platform by approving and seamlessly connecting products.
This kind of customer based marketing garners huge successes, not only in terms of conversions, but also in the engagement that it sparks. Creating a brand community is synonymous with a customer content based strategy.
For watch brands, a UGC strategy is particularly useful, as watches are very naturally featured within customer content. As this content is already being shared through social, it’s simple for watch brands to take it one step further and extend it into their eCommerce storefronts.
“We are delighted to welcome Bell & Ross to our portfolio of international clients,” says Sof Michaels, VP of Business Development at Photoslurp. “This is a truly iconic brand with a rich pool of visual User Generated Content to work with.”
With this rich pool of UGC, Bell & Ross is able to attract customers to their products through social proof, while creating a more compelling journey for shoppers to follow while perusing products.
“Our focus will be to develop fluid online shopping paths using UGC across several social networks,” continues Michaels. “We have seen very strong results in this sector and have no doubt our technology will help bridge the gap between the Bell & Ross community and their online shopping journey. We look forward to a long standing strategic partnership that will further highlight the value of social content for luxury brands.”