This document summarizes a presentation about unlocking the power of consumer-generated images for e-commerce. It discusses how Olapic helps retailers collect, curate and display user photos on their sites to improve performance. An example is provided of baby retailer Giggle, which leverages customer photos on product pages and in marketing campaigns to provide a more personal shopping experience and deeper customer connections. Data shows user photos increase conversions and engagement. The presentation outlines best practices for collecting, promoting and using consumer photos while respecting ownership.

1. IRCE 2015
Unlocking The E-Commerce
Power of Consumer-Generated
Images

2. TODAY’S SPEAKERS
SHAWNA HAUSAMAN, VICE
PRESIDENT, ECOMMERCE
and DIGITAL MARKETING
PAU SABRIA - CO-FOUNDER,
CEO OF OLAPIC

3. OLAPIC OVERVIEW
• 200+ retail and brand clients
• Collect, curate, display, measure, and extend
consumer generated content on your site
• Improve eCommerce performance, build community,
reduce lifestyle content costs & win the omni-
channel shopper
• Feature user photos on product detail pages and
increase your conversion rates by 5% and average
order value by 2%

5. GIGGLE OVERVIEW
giggle.com
giggle isn’t just a baby store; it’s a new parent
store offering a carefully edited selection of
healthy, innovative, and stylish baby
products, so you only buy the best, every time.
Our No. 1 goal is to take the stress out of new
parenthood in any way we can, which is why
each and every one of the products we sell has
been hand-picked, rigorously tested, or
designed ourselves with input from moms and
dads. In other words, we’ve done the homework
– so you don’t have to!

6. 880 BILLION PHOTOS
WERE TAKEN IN 2014

7. 3x
more influential
than when making
a purchase over
conventional
advertising
1.6
billion photos are
“liked” every day on
Instagram
70
million photos are
shared every day on
Instagram
260%
the rate at which
visual content
sharing increased
over 2013
65%
of consumers
seek out UGC
before making a
purchase
2014: THE YEAR OF UGC
Sources: Instagram; DigiDay; Crowd Tap, Elon University; Nielsen"

9. WHAT UGC MEANS TO GIGGLE
• Maintain a sleek and modern brand identity while providing
customers with rich and engaging content.
• Leverage customer photos as a testament to the popularity of our
products with babies and parents, allowing us to “show” rather than
“tell.”
• Integrate social content with data-driven marketing programs – from
post-purchase emails to holiday campaigns and contests.
• Create a more inspiring and personal shopping experience,
deepening the emotional connection to our customer.
• Invite our customer to be a part of our brand story by encouraging
them to share their own photos.

10. SHOWING PRODUCTS IN ACTION

11. OMNI-CHANNEL CONTENT
Mobile
Email
Offline
Analytics
Campaigns
Ads
Creative
Social
Loyalty
CRM

12. CONTENT COLLECTION

13. #GIGGLEPICS GALLERY

14. PRODUCT DETAIL PAGE

15. #SHAREAGIGGLE CAMPAIGN
Landing page and
Homepage link
Social promotion
Email Promotion

16. #PROMOTION: EMAIL
Post Purchase Email
Promotional
Emails

17. #PROMOTION: SOCIAL

18. CASTING CALL

19. CONTENT USAGE

20. RECOGNIZE THOSE WHO #HASHTAG
Gather rights

21. SPREADING THE USE OF PHOTOS
Wide range of use-cases
Display advertising
Offline Marketing
Mobile Commerce
Email Marketing
Social
eCommerce

22. IDENTIFY THE BEST UGC

23. RESULTS: CONVERSION & ENGAGEMENT
4
Average number
of photos
browsed per
session
10%+
Increase in
conversions after
interacting with
user photos on
PDP
5,000
Photos collected –
85% from
Instagram

24. WHAT’S NEW
Email

25. WHAT WORKS BEST?

26. TOP THREE DO’S
1. Give your consumers credit for their photo
2. Incentivize your top ambassadors to keep them
engaged
3. Choose photos that best aesthetically speak to your
unique brand image (black/white, bright colors,
faded colors, group shots, selfie shots, etc)
Bonus: Animal pics always help!

27. TOP THREE DONT’S
1. Use celebrity photos without their explicit consent, or
any consumer photo without your designated brand
hashtags or locations
2. Use the same type of shot every time, especially if using
consumer photos is new to your marketing program. Mix it
up with camera angles, content, and colors to gauge what
resonates most with your consumer base.
3. Expect photos to drop on your lap. Promote your
initiative with paid media, ambassador programs, social
posts, and more.
"

28. In the next five years, user-generated content will be a vital ingredient in creative
campaigns across all marketing channels. It will bridge the gap between brands and
their fans and continuously strengthen customer loyalty.
FUTURE OF VISUAL UGC
"

29. THANK YOU