JCPenney integrates user-generated content into e-commerce site
JCPenney is in a new partnership to collect and distribute visual user-generated content on its website’s product display pages.
The department store retailer has joined the Bazaarvoice Visual Syndication Network to find and post visual content from its customers, such as photos and videos, with its online product imagery.
Using the Bazaarvoice solution, JCPenney is able to find customer-created visual content involving products it sells on social media, tag products and request rights to use the photos and videos on its site. The network allows end-to-end management of every aspect of content acquisition at scale, including discovery, request rights, syndication and reporting, within the platform.
"JCPenney is looking forward to reaching our customers through this extended partnership with the Bazaarvoice Visual Syndication Network," said Ann Eisenberg, JCPenney VP of e-commerce. "Partnerships like these allow us to reach our customers in more relevant ways and help us connect more authentically with America’s diverse working families."
JCPenney is already accepting visual user-generated content from 64 brands in an effort to drive higher conversions, more time on site, and larger basket sizes.
The retailer is in the midst of an initiative to spend more than $1 billion by the end of 2025 to remodel its stores, upgrade its online shopping experience, and improve its supply chain capabilities to deliver online orders faster. The effort is designed to fuel long-term growth and increase customer loyalty and frequency.
[READ MORE: JCPenney investing $1 billion on store, digital, tech upgrades to revive business]
"We see conversion rates increase by up to 150% when shoppers interact with product page images," said Doug Straton, chief customer evangelist and Retail Growth Officer at Bazaarvoice. "Seeing how other people just like themselves are using or wearing products helps shoppers more easily visualize the product in their own lives. We’re so excited to see JCPenney utilize visual content on their product pages that not only excites shoppers and looks great, but inspires discovery, drives consideration, and persuades purchases."
JCPenney, which emerged from bankruptcy in late 2020 under new owners Brookfield Asset Management and Simon Property Group, currently operates 650-plus stores across the U.S. and Puerto Rico.
