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Industry: Apparel & Accessories, Sports & Outdoors Solution: Dynamic Imaging, eVideo  Challenges:
Cloudveil, producer of inspired mountain apparel, has increased conversions by double digits and improved its site performance and overall customer experience with the Adobe Scene7 hosted rich media platform. Cloudveil designs, manufactures and markets technical outdoor apparel and wanted to continue focusing on these core competencies while delivering compelling information and the best quality online experience to its customers. Best Practices: Cloudveil.com features online video hosted and served by Scene7. There are product specific videos on 20 percent of Cloudveil's merchandise that were internally produced, keeping the quality high and production costs low. Clips of extreme skiing interspersed with demos of key product features are viewable from both the Quick View on the browse as well as the product detail page. Online conversion rates for products where shoppers watched the product video was nearly 2X higher than conversion rates on products where videos were not viewed. Also, the average order value for shoppers who watched product video was 19 percent higher. In addition to product videos, there are also 60 feature videos in its video gallery that hype the Cloudveil lifestyle. "Our customers love the online videos. Using Scene7 we are able to offer a clean viewing experience that doesn't skip or jump and we do not have to worry about site performance or load times," said Jeff Wogoman, director of Marketing for Cloudveil. Prior to Scene7, Cloudveil had 10 images per product and was not able to add more imagery or even offer customers a "view all" option as the page load times were too long. The company needed to improve site performance and wanted to offer more product imagery as well as online product videos to provide shoppers all the information they would get in a retail store and more. Leveraging Scene7's scalable publishing system that uses single master images to produce multiple image derivatives on-demand, Cloudveil has been able to add lifestyle and on-model imagery more than doubling the number of images per product. It has realized significant performance benefits from using Scene7 for rich media hosting and serving. Cloudveil also reduced image production time by more than 50 percent freeing up resources to focus on more immediate corporate brand needs and better user experiences including its Quick Views and online video. Results: The Scene7 workflow and integration was simple, and Cloudveil was up and running within two weeks. Cloudveil has experienced a considerable increase in time spent on its site after adding Scene7. "The benefits of Scene7 have been tremendous for us. We have experienced double digit conversion increases, been able to more than double the number of images per product on our site, as well as reallocate resources once used for image production for developing more compelling experiences for our customers,” added Wogoman. "Scene7's speed and technology levels the playing field for small and mid-size brands to be able to offer the same usability as large brands." "Consumers expectations for rich online experiences are continuing to grow and it is becoming more and more essential for companies to differentiate themselves to stay ahead of their competition," said Doug Mack, vice president of hosted and consumer solutions for Adobe. "Cloudveil's focus and success in delivering these experiences by leveraging Adobe Scene7 is a testament to the value of scalable rich media. We look forward to our on-going partnership with Cloudveil as the company continues to deliver rich innovative experiences." |
