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Dune reports 82% sales increase from UGC

Dune London has reported an 82% increase in sales from products associated with online user-generated content (UGC).

After introducing UGC on its eCommerce product pages, it has seen a significant uplift in sales in the two weeks since deploying the feature.

Partnering with Curalate, Dune is integrating Instagram content from its customers.

Shoppers browsing products on Dune’s website can see the shoes and accessories on real customers, which increases conversion.

“Our customers respond very well to UGC - being able to see others wearing our products gives them extra confidence to purchase,” said Mark Blenkinsop, digital marketing manager at Dune London. “This is the latest step in a wider strategy to leverage these images as well as our own beautiful lifestyle content across the web and make the products contained within photos and videos fully shoppable. Rather than asking customers to search for what they’ve seen, we’re taking them directly to it.” 

Curalate sources the content from Instagram and also distributes the content on social media and email marketing.

Following Dune’s ‘Your Style’ gallery email campaign, the retailer reported a 55% increase in click-throughs compared to previous emails which did not feature UGC. This also led to a six-fold increase in revenue.

Dune is also creating a shoppable video, where customers can click on products in a short film and be taken to a product page to learn more and purchase.

From all of Dune’s UGC campaigns, the retailer has seen a 28% higher conversion rate, while average order values grew by 17% over three months.

Apu Gupta, CEO of Curalate, added: “Inspiring consumers has always been at the heart of branding. Dune London is enabling inspirational content to not only deepen brand engagement, but also to drive revenue.”