Case Study: Rockler achieves a 56% increase in text reviews and richer customer visuals with Pixlee TurnTo

Rockler Drives Customer Inspiration with Visual Reviews

Rockler, a specialty woodworking and hardware retailer, needed a way to showcase customers’ finished projects rather than just parts and tools. Creating in-house lifestyle photography was costly and less authentic, so Rockler wanted a customer-driven, visual-first approach that would let hobbyists share photos and videos of completed projects to inspire other shoppers.

They adapted post-purchase emails to invite photo submissions and partnered with Pixlee TurnTo’s Visual Reviews, using an image-first collection flow, galleries, and moderation/SKU tagging. Within weeks visuals made up over 15% of mobile submissions, email response rates rose from 2.5% to 3.9%, and text reviews increased 56%, driving more engagement and usable, permissioned imagery for product pages.

Rockler

Scott Ekman

Vice President of Marketing