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Industry: Apparel & Accessories, Furnishings & Decor Solution: Dynamic Imaging, eCatalogs  Challenges:
Family-owned and operated for more than three decades, Overland Sheepskin Company offers premium sheepskin, leather and fur clothing, as well as home and auto accessories to an appreciative audience. With styles ranging from rugged Western to classic and contemporary, Overland brings an extensive collection of luxury goods to market and has grown from a mere shearling coat company to a thriving multi-faceted business with over 1,500 styles of premium apparel and home products. Best Practices: Boasting 13 popular retail locations and a booming ecommerce business, Overland was not exactly hurting for web traffic, but as the online business grew, needed to address the site’s limited technology in a number of areas; including limited support for alternate product views and photo zoom. The company was spending too much time photographing and processing product detail images (using standard image resizing processes), and then reprocessing them for reuse in different website contexts. Eager to relieve storage systems of clutter (due to image versioning) and eliminate the need for shooting and processing close-up detail images of every single product, Overland looked to Adobe Scene7. With merchandise sourced from only the finest vendors—all of whom display extraordinary attention to detail and quality—it was critical to Overland to show products on the website in as much detail as possible. They were truly in search of a solution that could bring to life the care in craftsmanship and the subtleties of the unique materials used. "Since the hand stitching of our very first sheepskin coat, our business has been fueled by a dedication to impeccable craftsmanship and quality. We selected Adobe Scene7 because they are known as a leader in their space and are able to provide robust merchandising solutions that help us convey the quality we strive to deliver,” said Dave Lindberg, Director, Marketing and eCommerce, Overland Sheepskin Company. Recognizing that customer satisfaction and user experience are critical to the success of any business, Overland employed Scene7 to serve all of the website content on demand, including all category and search result thumbnails, a dynamic, embedded viewer on the product page showcasing alternative views, and colors and in-context imagery all zoomable for deeper examination. Image sets were integrated with a custom designed size/color grid, enabling customers to click on an available color/size (sku) and see the corresponding product shot. Every image size is auto-generated from single master images–including different crops, sizes, formats and resolutions. Multiple product views and zoom enable customers to focus in on specific details, similar to the way they would inspect merchandise in a retail store. And, by integrating real-time inventory levels with Scene7's display of product style and color selection, Overland has been able to immediately alert customers to which sizes and colors are in stock –a huge coup because historically Overland was challenged with accurately communicating stock levels. "I was at another company which tested Scene7 a few years before starting with Overland and I saw solid results in product page and online catalog results…I also spoke with a number of users who were satisfied with Scene7’s recent product upgrades and service, the competitive pricing, and the full feature set…this made the decision to partner with Scene7 even easier," said Dave Lindberg. Customers are accustomed to touching Overland’s luxuriously soft leather, lamb's wool and other natural materials found at the retail locations and so to close that gap online, Overland has also leveraged Scene7 eCatalog to create rich interactive versions of their print catalogs and in-store merchandising displays. Shoppers looking at the products online can get as close to the material as possible—without having to touch it to inherently understand the quality. And, unlike pre-built online catalogs, Scene7's eCatalog solution delivers content that can be updated on the fly to feature seasonal items, sale inventory, web exclusives and more. Overland had already been posting PDF versions of their catalogs online, they just weren’t able to track the sales, so the idea of adopting Scene7’s eCatalog solution to drive trackable revenue was very attractive. The Overland brand is known worldwide for outstanding quality and craftsmanship, and Scene7 has helped to provide Overland customers with a superior online shopping experience. Results: Scene7's Dynamic Imaging and eCatalog solutions have streamlined the multi-channel shopping experience for Overland’s customers. "With Scene7, we are able to showcase merchandise with as much detail and flexibility as we can at the store level. The scalability and flexibility of the platform enables us to maximize our assets and share our products in a way we never dreamed imaginable," Dave Lindberg. "We wanted our online customers to have the same high-touch shopping experience that they would get in our store and we were thrilled by Scene7’s capabilities in accurately conveying the quality of our merchandise to our online audience." "We have maintained a consistent conversion rate in a recessionary environment, our average order has increased in value by 17%, and visitor loyalty has increased 12%, with average visit lengths up by 32%. Even better, our returns from online sales have dropped 15%!," said Dave Lindberg. |
