in UGC Generation Rate
in PDP Conversion Rate
in Tech Costs
Born Primitive offers workout apparel for athletes of all sizes and skill levels, designed to perform in those critical moments when the battle is won — or lost.
Born Primitive felt they could do more to power up their customer marketing strategies and leverage their loyal customer base. They weren’t getting as many reviews as they’d like, and weren’t able to display reviews in their customized Shopify theme. The brand teamed up with Okendo and Foursixty to enable them to sprinkle compelling reviews and Instagram content throughout the sales funnel.
Leveraging a loyal and engaged customer base
For the Born Primitive team, fitness is a way of life. Self-described as “not just another brand that makes apparel”, they have built a community of people who embrace a healthy, active lifestyle.
Born Primitive’s loyal and engaged following of customers were eager to share progress pictures — the brand just had to figure out how best to use this customer-created content.
“When you’re selling fitness apparel, everyone’s body type is different. Being able to see the items on everyday people and how it fits is extremely important” explains Carsyn Brownell, Born Primitive’s Customer Growth and Ecommerce Manager.
But Born Primitive repeatedly hit the same integration issue with their previous provider, meaning it was impossible to showcase customer content throughout the buyer journey. For a brand that relies on its personality and peer recommendations, this was a huge no-no.
“Often, coding would be displayed on our site and show errors in the review section. Obviously reviews are vital for customers thinking of making a purchase, so it was crucial for us to find a platform that would alleviate that stress,” says Carsyn.
At this point, Born Primitive found its review program was underperforming and UGC was trickling in slower than gym memberships in December.
The Born Primitive team were frustrated that they had less collateral at their disposal throughout the buying journey, but were hesitant to migrate the program to a new provider in case they lost existing reviews and UGC. And they were worried about losing time and money implementing a new solution across their five sites.
“We had been with our previous platform for so long, it was a pretty intense decision to make. At that time we had over 10,000 reviews, so we had the stressors of whether they would switch over correctly or whether it would be worth it,” says Carsyn.