ice and loox photo reviews case study

How ICE Boosts Conversions With User-Generated Photo Reviews

How ICE Boosts Conversions With User-Generated Photo Reviews

 

 

 

1999

Founded

2017

Acquired by Glimmer

2018

Now icetrends.com

"For those who come in through a Loox review, we are upwards of 8% conversion rate, which is pretty amazing. Just that alone is a proof of how important social proof is for buyers, especially in the jewellery space."
Matt Wilkinson, CEO at ICE
Matt Wilkinson
CEO at ICE
For those who come in through a Loox review, we are upwards of 8% conversion rate, which is pretty amazing. Just that alone is a proof of how important social proof is for buyers, especially in the jewellery space.
Matt Wilkinson, CEO at ICE
Matt Wilkinson
CEO at ICE

Originally founded in 1999, ICE is a leading online retailer of fine jewellery. Since inception the jewellery powerhouse has gone through an incredible journey.

In 2017 ICE was acquired by Glimmer, a SWAT team of sorts of marketing execs, data engineers and growth experts who specialize in acquiring turnaround companies and reinventing brands. Dave Hersh and Matt Wilkinson, partners at Glimmer, have joined the company as CEO and CMO respectively.

In a short span of time Dave and Matt have turned the company from a discount jewellery marketplace into a powerful, rapidly growing brand.

 

 The Challenges

icetrends fine jewelry

Significant purchases require strong trust

Social proof is crucial for any e-commerce business, but especially so for brands that deal with emotionally meaningful purchases, such as engagement and wedding bands.  When it comes to buying an engagement ring online, there is so much significance in that single purchase. Because of the sentimental and monetary value of fine jewellery potential buyers often require extra reassurance before they are willing to commit. 

Customers trust other customers much more than any promotional materials a brand can create on its own. Matt and his team knew right away that to build strong trust they needed a review app that will reassure potential buyers by prominently displaying positive reviews of those who came before them.  

How to get user-generated photos if you are not targeting the Instagram generation?

User-generated content is extremely effective at building trust and customer confidence. The main challenge is that compared to the younger crowd who are on Instagram day in and day out, ICE customer base is much less comfortable with taking and sharing selfies and product photos

When you target a more mature audience, your customers are a lot less likely to share on social media than millennial and gen-z consumers. To make user-generated content happen,  you need the right kind of incentive and a simple submission process to entice your customers to share visually.

Lack of time and resources

Running a large ecommerce business with a small and lean team means that the time is a precious resource. 

“When you are running a big-size ecommerce company and run a lot of applications, there is not a lot of time or resources to waste on constantly maintaining these apps.”

The Solution

ICE needed a Shopify app with a compelling incentive built-in that would encourage their customers to share visually. At the same time, they needed a solution capable of running on autopilot without the constant oversight. Enter Loox – Photo Reviews!

Give a compelling reason to share visually

“I really liked how Loox has the incentive built-in to share visually. And in my mind that is more comfortable way to share visually compared for those who are not on Instagram day in and day out. This is the audience who is slightly older, less familiar with Instagram, and Loox compels them to do just that. Moreover, the reminders go beyond just the first notification requesting a review. This kind of a gentle nudge goes a long way in getting significantly more photo reviews.”

Generate reviews on autopilot

“ Once you configure the Loox app and set up your email notifications and reminders you have the confidence that it’s going to run well without requiring constant oversight.

Simple and native Shopify integration

Matt and his team rely on over Shopify 50 apps to run their business, and need their apps to play nicely with the Shopify ecosystem.

“It’s literally plug and play kind of game. We can easily embed the Loox widget on product pages and on our homepage in a single click.”

The Results

Upwards of 8% conversion rate

Trust is an important factor when selling online, and even more so for high-ticket purchases. When it comes to fine jewellery, especially when we talk about engagement and wedding bands, there is so much significance and sentiment involved that strong trust is crucial. Having a review of another consumer goes a long way in building confidence, even if it is not about the exact same product. 

“For those who come in through a review, we are upwards of 8% conversion rates, which is pretty amazing. Just that alone is a proof of how important social proof is for buyers.”

Generating visual content for social media

Photo reviews are a great source of original and shareable content, and ICE is taking full advantage of social media by sharing reviews on their Facebook and Instagram pages.

“We definitely see a huge uptick in conversion, once we have folks click through on a review.”
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