This company helps brands gather and manage user-generated content, like reviews and videos, using artificial intelligence. It enhances customer engagement, boosts conversions, and builds trust by leveraging real customer feedback. Their suite includes ratings, feedback analysis, influencer marketing, community building, live shopping, and shoppable content solutions.
KICKS is aleading beauty retailer in the Nordics, aiming to deepen customer engagement and differentiate itself in asaturated market. With over 2.9 million active members, KICKS sought to transform these interactions into avibrant community space. The goal was not just to provide an additional platform for beauty enthusiasts to connect but also to cultivate genuine, user-generated content (UGC) and insights that could enhance both online and offline shopping experiences.
2.
Task
Build an Engaging Brand Community
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Create 'Beauty Talks' brand community.
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Engagement through varied activities.
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Recruit and sustain community members.
The primary task was to create 'Beauty Talks', adynamic brand community for KICKS. This community needed to encourage user interaction, provide beauty advice, and foster genuine content creation. The challenge was to recruit members effectively and sustain ongoing engagement through well-rounded activities and content sharing, leveraging multiple channels such as newsletters, Instagram, and specific sections on the KICKS Club loyalty program, aimed at increasing conversions and overall customer satisfaction.
3.
Action
Multi-Channel Engagement Strategies
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Implemented 'test & learn' approach.
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Engaged members via multi-channel strategy.
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Promoted UGC through engaging activities.
KICKS, with guidance from Skeepers, implemented a'test &learn' approach to recruit community members for Beauty Talks. The strategies included leveraging email newsletters, engaging Instagram posts, and signposting on loyalty program pages. Pop-ups and competitions on the KICKS website further emphasized user engagement. Regular activities like product testing, challenges with brands, and virtual events encouraged UGC. This created aloop of community-driven activities, enhancing brand authenticity and trust.
4.
Result
Community Drive Yields Impressive Results
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45% increase in conversion rates.
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18% rise in average order value.
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Over 48,000 active community members.
Through Skeepers' solutions, KICKS’ Beauty Talks community has grown substantially, reaching over 48,000 active members. This community-driven approach also led to a45% increase in conversion rates and an 18% rise in average order value for community members. The platform has successfully harnessed user-generated content, with over 2,379 reviews generated, leading to enriched consumer profiles and better social media reach. The initiative has also been alearning opportunity for KICKS to perfect community management and improve customer lifetime value.
Keywords
BEAUTY COMMUNITY
USER-GENERATED CONTENT
BRAND ENGAGEMENT
NORDICS BEAUTY MARKET
CUSTOMER ENGAGEMENT
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