How One Retailer Increased Sales With Customer Photos

Legendary Whitetails, a lifestyle brand for hunting and outdoor enthusiasts, builds brand awareness by using customer generated photographs to help showcase their everyday experience with the retailer’s products.

Smart move.

According to Bazaarvoice:

“The best brands and retailers are embracing consumer-generated content (CGC) to generate meaningful conversations around their products to give shoppers the information they need to choose them.” 

Customer Photos Increase Engagement & Conversions

Pinpointing top consumer contributors and converting them into brand advocates was a benefit Legendary Whitetails didn’t expect. In fact, the brand’s online visual content has driven a 34% conversion boost, a 77% increase in revenue per visitor and a 32% increase in average order value.

“We can take as many professional photos as we want, but it doesn’t always resonate as much as photos of actual customers using the products,” says Ryan Johnson, Legendary’s E-commerce manager.

Source: Bazaarvoice

Over a six-month period, more than 1.4 million site visitors viewed visual content on the brand’s site and nearly 1/3 of those visitors have interacted with it by scrolling to see more photos or clicking for a closer look at a photo.

And here’s the best part: not only are visitors engaging with the content, they are converting at a higher rate compared with visitors who do not.

Consumer-generated imagery supplies Legendary Whitetails with invaluable insights about the relationship between shoppers and their products. This data helps the company validate what they know about their customers and/or optimize profiles as they continue to view and learn how customers are using their products.

Customer feedback also helps facilitate the brand’s product improvements. In one instance, after recognizing a flood of negative reviews on a flannel shirt jacket, the company was able to identify common complaints about the item’s sizing. The brand used this information to make changes to the jacket and improve its fit, resulting in much-improved consumer sentiment.

The effect of consumer-generated visual content gives Legendary Whitetails confidence that they’re not only increasing awareness of their lifestyle brand, but also leveraging consumer advocates, and nurturing relationships with customers.

“When consumers see the consumer-generated content, especially photos, they really get a sense of what sets us apart,” the brand says.


By posting imagery on your website or on social media channels, consumers are essentially creating engaging and shareable content for your brand while simultaneously helping you sell your products or services.

Shoppers rely on CGC,” says Bazaarvoice. “Brands and retailers that put comprehensive CGC strategies at the core of their marketing efforts thrive.”

Legendary Whitetails is certainly enjoying the benefits of customer-generated content. Why shouldn’t you? Start taking steps today to collect and share customer photos on your website to engage your audience and enjoy a boost in conversions, as well as increased revenue per visitor and a noticeable lift in order value.

Also published on Medium.

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.