Gain a competitive edge with an omnichannel customer experience
Key takeaways
Employ UGC at each stage of the shopper journey
Cater your UGC strategy to each unique platform in your brand ecosystem
Achieve uniform brand consistency across channels
Use moderation tools for ratings and reviews
Summary
More and more, user-generated content (UGC) is becoming an essential part of the omnichannel brand experience. Marketers and e-commerce managers just like you rely on it to build trust, increase engagement, personalize marketing, and enhance the customer experience — all at a fraction of the cost of traditional branded content.
Learn how to leverage UGC in an omnichannel content strategy by creating a more engaging, authentic, always-on experience — and keeping your brand ahead of the pack. Get real-life examples from the world of luxury e-commerce and key learnings you can take back to your organization.
Speaker profile
Tia Gadson is a seasoned digital commerce professional with experience in driving e-commerce strategies for leading brands. As the Senior Digital Merchant at Michael Kors, Tia leads site optimization initiatives and spearheads revenue-generating strategies across multiple departments, achieving significant growth in overall site performance and customer engagement. Tia's career also includes impactful roles at Victoria’s Secret, West Elm, and L'Oréal, where she consistently delivered results through strategic planning and a keen focus on optimizing customer experiences. With a strong background in e-commerce strategy, Tia is dedicated to fostering growth and innovation in the digital retail space.
Q&A
Do you share the UGC content from your website to other third parties online?
We have a visual syndication network with retailers, which allows you to distribute social content seamlessly.
How do you pick UGC creators to represent your brand as far as qualifications?
We recently made an acquisition for creator marketing platform, Affable.ai and there are a couple approaches you can take. First, finding creatives that you think resonates with your brand. With our platform, you can use image search to find an Instagram picture that a creator has posted and if you want creators that post content just like that, you can throw that into the search bar. You can also come up with more specific queries like I want a creator who has a primarily female audience that is really leaned in in the beauty space,
who is between this age or has an audience between that age and has an affinity for x y z. So you can get really specific with how to pick those creators through our platform.
More great content
Level up your content strategy on Target.com
Webinar
Shopper Experience Index Vol. 18: Unlocking the future of consumer journeys with omnichannel experiences
Report
PDP Worth a Trillion: Mastering product detail page optimization for 2025
Webinar
Win the Omnichannel Experience
Omnichannel commerce, or omnichannel retail, provides a seamless shopping experience by marketing and selling on all the channels where customers are active. It creates a holistic campaign across all customer touchpoints that links each channel together to support the full customer journey. Omnichannel commerce reinforces consistent branding on every channel.
Get the guide