3D INTERACTIVE PRODUCT PHOTOGRAPHY

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1 3D INTERACTIVE PRODUCT PHOTOGRAPHY THE CASE STUDIES THAT PROVE ITS IMPACT ON E-COMMERCE an interactive 3D product experience for e-commerce

2 INTRODUCTION Interactive 3D product photography is the closest thing to touching a product in store When consumers see enhanced marketing from brands, such as videos, product tours, 360-degree views and user manuals, sales increase for both the brand and the retailer by 6 to 25%. Jed Alpert, vice president at content syndicator webcollage in an interview by Internet Retailer in April, 2009 (Demery). 1 Shoppers will develop a deeper emotional attachment to products they are able to physically touch. When consumers establish this attachment, they want to keep it in their possession. What this means for e-commerce is that the new technology of 3D product photography allows users to explore the shape and texture of a product and imagine themselves with the product. 1 There is a difference between 360 degree photography and 3D photography. 360 photography is defined as multiple images strung together to create a singular-axis experience with the product. True 3D photography is defined as a photorealistic scan of the item, representing the actual shape and texture, and can be interacted with on an infinite number angles and views at high resolution. This is what Prizmiq can do for your product experience. When items can be full interacted with, spun, zoomed for detail, and touched, it creates a experience similar to physical touch. In addition, consumers that have the opportunity to purchase from two different vendors will almost always choose a site with greater product detail and information about the product. 2 Although there are some key differences between the various forms of e-commerce rich media experiences, it is safe to say that continuing to enhance the product display experience with emerging technologies will be a benefit to the brand s bottom line.

3 GOLFSMITH Industry: Sporting Goods Products: Golf equipment Website: Golfsmith.com Goldsmith.com used 360 degree technology to display top-selling products in their web store, and has seen an increase in conversion rates of about percent. 4 According to Adobe Scene7, 91% of individuals surveyed want the ability to turn products around in full 360 degrees and zoom in on any perspective. 3

4 LAND S END Industry: Fashion Products: Apparel Website: LandsEnd.com Clothing retailer Land s End added 3D models to its online catalog in early 2000; by September of 2002, the company reported an estimated sales increase of 26 percent. 5 According to an Adobe Mobile Consumer Survey, when comparing videos (31%) and alternative images (29%), more mobile users (42%) say that a 360 degree view of a product is the visual feature that will most likely increase their liklihood of purchsing a product via a mobile device. 3

5 NOOK Industry: Manufacturing Products: Linear motion systems Website: NookIndustries.com 3D product models have increased sales by 35% for Nook, a linear motion component manufacturer. 6

6 THE SIMPLY GROUP Industry: Outdoor & Leisure Products: Apparel & Gear Website: TheSimplyGroup.com Gerrard Dennis, CEO of The Simply Group, a company comprised of 7 different web stores ranging from hiking gear to swimwear, found that the addition of 360 degree animation in product pages has led to a 20% increase in conversion rates for those pages, and a significant reduction in return rates. 7

7 DUEMATERNITY Industry: Maternity Products: Apparel Website: DueMaternity.com We re seeing a lot better conversion rates with this technology. Rotating images differentiate us from our competition and present a better user experience. Founder of DueMaternity. com, Albert Dipadova. 8 DueMaternity.com, an online retailer of items for pregnant women and new mothers, boosted their conversion rate by 27% 9 thanks to 360 degree rotating images. In the past they used conventional two-dimensional images on their website, such as the front and back of a model wearing a maternity dress. 8

8 WIGGLE Industry: Sports UK bicycle retailer Wiggle saw double-digit conversion increases when using 360 degree and 3D photography to differentiate a new product line. 10 Products: Bicycles Website: Wiggle.com At Wiggle, we have invested significantly into our photography in 2012 both for flat, 360 and 3D (you can spin & zoom round and over). Through multivariate testing we have seen that adding 360 images has led to double-digit conversion increases across certain categories. Steve Mills, Head of Ecommerce at Wiggle 10

9 FATHEAD Industry: Graphics Products: Vinyl Wall Decals Website: Fathead.com Adobe found in their Viewer Study: What Shoppers Want that 91% of medium to heavy online shoppers rank ability to turn products around in a full 360 degree spin and zoom in on any perspective as something they desired. This compares to 55% of people who chose product videos and 58% who chose access to predetermined zoom areas on images (Adobe Scene7). 3 Fathead found that the return rate of their 360 degree products was 50% less than products without the 360 degree functionality. 3

10 REFERENCES See live demos at.com Say hi at 1. Bron Imaging Enhancing Customer Conversions with 360 Degree Turntable Photography White_Paper.pdf 2. Rotate360 Why 360? Why360.aspx Ways 360 & 3D Spin Photography Increase Sales by Snap36 photography-increases-sales 4. Use Product Zoom to Increase Conversion. use-product-zoom-to-increase-conversion. html 5. The Future of 3D Ecommerce. ecommercetimes.com/story/19868.html 6. Nook Increases Component. com/article/nook-increases-component/ Why E-tailers Need Product Videos. econsultancy.com/blog/6834-why-etailers-need-productvideos#i.199pnvo16zqdt9 8. How Images Can Boost Your Conversion Rate. conversionxl.com/how-images-can-boost-your-conversion-rate/ 9. Rotating Images Generate Higher Conversion DueMaternity. com Product Page Videos on Ecommerce. ecommerce/merchandising/product-page-videos-ecommerce/