Ternua has begun to use a system developed by Photoslurp to harvest user-generated content (UGC) from its customers' social-media accounts and incorporate it into its e-commerce site, according to CMDsport. In the words of Eulogi Bordas, Photoslurp's chief executive, “online selling has become more complex, and brands need to go beyond the norm to create a truly persuasive buying experience.” Ternua, for its part, was seeking to give its product photos a stamp of authenticity, as its manager of digital marketing, Asier Balza, explains, and there could be no greater testament to authenticity than visuals of its own customers using its products. Such photos can purportedly lead customers to discover a brand's other products and, by some estimates, boost conversion rates by a factor of five. Clinching the decision was the compatibility of Photoslurp's service with Magento, the platform on which the Spanish outdoor brand's web store already runs.