Kerbholz is a German brand for glasses, sunglasses and watches made of wood. Ever since the brand’s foundation, Kerbholz was eager to approach customer-centric marketing. Due to the need for expressive and individual imagery, Kerbholz wanted to integrate User Generated Content in e-commerce. This case study shows how authentic visuals make a purchase more appealing, thereby increasing average sales and reducing returns.
The Situation
Unique and minimalistic wooden glasses are KERBHOLZ’s signature product. The brand was founded in 2011 to combine modern designs and the classical material wood. All along the products were focused around this timeless, natural and organic material.
Both the products and the brand’s image as a whole are based on a customer-oriented approach. Expressive images were necessary, to live up to the valuable material and product’s reputation. Due to the fact that glasses and sunglasses need to win customers over visually and wood as a material is highly individual and unique, a variety of expressive and authentic content is of vital importance.
The Challenge
While purchasing glasses, customers demand high standards of look, form and material. KERBHOLZ was looking for ways to generate expressive and individual product images to integrate them as a supportive component into the shopping experience.
The Solution
KERBHOLZ chose to User Generated Content into their own online shop. For this purpose, the brand made use of the more than 4.500 images that were shared by customer while using the hashtag #kerbholz.
During this process, squarelovin enabled KERBHOLZ to collect all relevant content in one place, automatically request media usage rights and regulate the display of the images in a product-specific manner. Customers were then able to access individual, expressive images during their product research.
The Result
Through the integration of User Generated Content into their online shop, KERBHOLZ was able to satisfy their customers’ need for more visual and especially more authentic content. The results prove that the individualized shopping experience has highly positive effects on the customers’ shopping behavior.
Q&A
How important is User Generated Content for the purchase of glasses?
Especially with glasses you need pictures that display different people, with different shapes of heads and a variety of clothing styles. Since User Generated Content allows us to satisfy exactly this need, it’s a great assistance during purchase processes. User Generated Content helps us to prevent a large portion of returns and overcome insecurities.
What is your main use for UGC?
UGC serves as inspiration for our online-shop. It gives our product credibility, in the same way product reviews do – only it is displayed in a more aesthetic way.
Which tasks does squarelovin take care of for you? Do we expedite your work?
squarelovin is a great tool to organize our User Generated Content, manage the pictures and efficiently integrate them into our marketing channels. It also facilitates the customer flow from products shown on Instagram directly to the product in our online shop.
What is your favorite feature?
Shop now – it is amazing how we are able to animate purchases in our online shop through user-generated content.
Moritz Blees I Director Marketing I Kerbholz
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