PFI Western believes that shopping for Western fashion should feel as comfortable as slipping on a friendly old pair of cowboy boots. Breaking retail rules with gusto, PFI resists easy categorization and prides itself on its outrageously large inventory of products, including 15,000 styles of boots (in leathers that range from cowhide to kangaroo!)
The brand offers superior in-store customer service that delivers a ‘good, better, best’ philosophy to appeal to all levels of taste and budget and to meet each customer’s individual needs.
PFI Western was looking to bring this highly personalized in-store shopping experience to its e-Commerce channels, drive more traffic to its site, and increase its online customer engagement.
PFI Western partnered with Pixlee to expand its brand conversation on social media and to bring personalized, interactive user-generated content to its e-Commerce channels.
Pixlee’s Social Photo Contest tool kit helped PFI to promote its #PFIWestern evergreen hashtag on social media to increase customer photos submissions. Over the course of two years, PFI collected over 8000 customer photo submissions under its specific hashtags. Pixlee’s platform then helped PFI to curate and permission thousands of these high quality photos and videos shared by its community online.
Through Pixlee’s Magento integration, PFI was able to import its products SKUs into the Pixlee platform and used image recognition technology to tag PFI products in their respective photos.
PFI Western then put these shoppable customer photo submissions to use across its product pages, homepage, and more.
Once PFI Western’s e-Commerce storefront was up and running with Pixlee-managed user-generated content, the brand decided to bring the power of user-generated content to its email campaigns. Pixlee’s dotmailer integration allowed PFI to quickly integrate dynamic displays of user-generated content into its broadcast and triggered email campaigns.
"The Pixlee-dotmailer integration set us up to bring the impact of earned media to email marketing. The integration made it easy to include dynamic displays of user-generated content into our triggered email campaigns, from abandoned cart to order confirmation emails." -Stephen Burks, Director of eCommerce @ PFI Western
The Pixlee-dotmailer integration not only makes email visuals interactive but also helps PFI Western to track each photo’s performance.
PFI Western found that, on average, the browsers that engaged with user-generated content on its website spend 145% more time on the site and are 124% more likely to revisit the site than browsers that don’t interact with Pixlee-managed content.
"Pixlee offered us a full-service user-generated content solution. We were able to run social contests to collect content, permission photo submissions, and make user-generated content shoppable. Pixlee's various integrations further facilitated using this content across our different e-commerce channels." -Stephen Burks, Director of eCommerce @PFI Western
PFI Western partnered with Pixlee with the goal of becoming the most creative, customer-respected, people-oriented retailer in America. Moving forward, PFI plans to continue pursue this goal by leveraging user-generated content across its various e-Commerce channels to meet its diverse customer set’s varying budget and needs.