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 Industry: Apparel & Accessories Solution: Dynamic Imaging, eCatalogs 
Challenges:
Cutter & Buck designs and markets upscale sportswear and outerwear under the Cutter & Buck brand. The Company sells its products primarily through golf pro shops and resorts, corporate sales accounts and specialty retail stores. Cutter & Buck products feature distinctive, comfortable designs, high quality materials and manufacturing and rich detailing. Best Practices:
Cutter & Buck has three different selling sites including two business to business websites and its direct to consumer website (www.cutterbuck.com). Cutter & Buck implemented Scene7’s dynamic imaging capabilities including zoom, color swatching and dynamic sizing (the ability to automatically generate and serve all image sizes and resolutions for a website via single URL commands) across each of these websites. “We chose Scene7 because they could meet all of our many rich media requirements in a single integrated platform. In addition, we needed to license the solution in-house, not full-service ASP, so that we could better control the implementation and launch process and access database resources directly,” said Keith Putt, Manager of Web Custom Applications, Cutter & Buck. With Scene7 zoom, customers can see the fine detailing and embroidery that really distinguishes the company’s products from its competition. All available fabrics and colors are visually presented and easily created from original master images with Scene7’s color swatching technology – allowing the company to avoid significant photography costs and production time. Specifically, in its newly launched “Team Shop” area of its B2C site, color options and college logos are dynamically applied to every unique garment style, allowing Cutter & Buck to repurpose existing high quality imagery, while avoiding significant photography and studio time and costs. Results: Scene7’s Dynamic Imaging solution has increased revenues and conversion rates on its e-commerce enabled B2C site year over year. The entire website update process is significantly faster by managing just one master image per product, with all required derivatives created in real-time. Cutter & Buck’s products, representing several thousand images, typically have a short lifecycle with about 30% turnover per season – Scene7 dynamic sizing helps eliminate the extensive manual production labor to keep up with this high turnover rate. In addition, Cutter & Buck has been able to distinguish itself from competition by providing its selling channels innovative web merchandising tools to increase sales and shorten overall selling cycles while improving visual merchandising online. “We set out to distinguish our customer and distributor experience from our competitors, and with Scene7’s platform we were easily able to accomplish that in a short period of time,” said Putt. To Clients Overview  |
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