Based in the heart of Manchester, DOMU Brands is one of the fastest-growing retailers in the UK, offering the latest in affordable innovation for home, kitchen, bedroom, and garden spaces. The lifestyle brand collective combines product innovation, design quality, and competitive pricing to provide an unparalleled level of service for customers across the globe.
DOMU Brands began selling online in marketplaces in 2008, eventually opening their own eCommerce store in 2013. Since then, they’ve been consistently refining their digital strategy by focusing on developing their eCommerce channel.
The DOMU Brands umbrella extends to a wide range of consumers, with Vonhaus.com for all things home, garden, and kitchen, and Beautify.co.uk for beauty storage and furniture. With each appealing to its own target audience, DOMU was looking to take their eCommerce channel to the next level by separating their brands and websites into different domains and increasing overall recognition and trust with new audiences. They sought the help of global full-service omnichannel agency Vaimo to help them achieve their growth objectives.
Prior to working with Vaimo, DOMU Brands were operating a multi-brand site on Magento 1. Having been on this setup for more than five years, the lifestyle brand needed a fresh start on a new platform to reach their eCommerce goals and deliver a more engaging shopping experience for their loyal customers.
DOMU Brands partnered with Vaimo to develop feature-rich Magento Commerce 2 sites for Vonhaus.com and Beautify.co.uk in record time, transforming the user experience with intuitive browsing, easier navigation, and richer content. On the backend, the new sites led to greater cohesiveness and seamless data sharing between the various teams at DOMU.
With their state-of-the-art sites, the DOMU team looked to take their eCommerce growth even further by improving their branding and increasing buyer trust. Vaimo recommended Yotpo’s Reviews and Visual UGC solutions to help the lifestyle brand collective leverage the power of social proof.
Yotpo’s seamless integration with the Magento Commerce 2 sites enabled DOMU to share authentic customer content through reviews carousels on the Vonhaus and Beautify homepages, as well as in photo galleries on homepages and product pages. Their customized reviews widget allows shoppers to filter reviews to display the ones that contain photos and videos from customers, submitted through review request emails, on social, or directly on the websites.
Through their comprehensive strategy and efforts, DOMU Brands have collected an impressive 12,000+ customer photos, with 30% of those images generated through review request emails and 11% uploaded onsite. Beautify’s site, in particular, features customer photos on over 91% of all products and an average of 27.6 photos published per product, a testament to their highly-engaged community.
Through consistent analysis of their product pages, the DOMU Brands team discovered that, beyond bolstering social proof and trust, visitors that engage with UGC spend 2X more time onsite than those who do not.
The lifestyle brand has also observed conversion gains, with a 69% uplift for visitors that engage with visual UGC and a 196% increase for visitors that engage with both reviews and visual UGC.
