Personalize e-Commerce Storefront and Email Campaign Content with Earned Media
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.
Develop a More Personalized Online Shopping Experience with User-Generated Content
PFI Westerns's Visual Reviews Gallery, Powered by Pixlee
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.
“We’re known for our massive product inventory, in the tens of
thousands. The Pixlee platform helped us to attribute each product SKU to its
correct user-generated content with minimal effort. We were able to get
displays of user-generated content up and running on our website almost
instantaneously.” Stephen Burks, Director of eCommerce @ PFI Western
The PFI Western team has used content from Pixlee to create:
Uplevel Email Marketing with User-Generated Content
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
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.
With User-Generated Content, PFI Western Has Seen:
increase in time on site
more likely to revisit PFIWestern.com
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 Westerns's Email Gallery with Products, Powered by Pixlee
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.