One of the most powerful retail tech innovations to hit the scene in recent years is user-generated content, or UGC. This can come in a variety of formats, among them:
Whatever form UGC might take, the trend offers retailers numerous opportunities to enhance the online experience and build long-lasting brand loyalty.
James Brooke, Amplience’s founder and CEO, recently wrote about UGC in his column on Multichannel Merchant. As he noted in his article, the prevalence of social media has played a major role in encouraging more utilization of UGC. Facebook, Twitter, Instagram and other channels give companies unlimited access to customers’ positive sentiment on their brand, offering a two-way conversation and providing an authentic purchase journey.
Retailers can also harness UGC to drive sales. Brands can take advantage of all the social chatter happening on Instagram, for example, tagging the respective featured products and republishing to their channels to maximize exposure. This also enables brands to reach a wider audience—something that can be further augmented when companies share content from a celebrity consumer. This can serve as an effective endorsement of the brand and/or its products, and result in new sales from people who might otherwise not be aware of the company.
Engaging with consumers via social media will likely become even more critical as Gen Z and younger generations gain more purchasing power. These demographics are glued to their smartphones and constantly generating massive amounts of content across various social platforms.
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