     |
|
|
Industry: Mass Merchants & Dept Stores, International Solution: Dynamic Imaging, eVideo  Challenges:
From apparel to home furnishings, Debenhams' merchandise covers wide-ranging categories, complemented by a deep assortment of third-party brands, plus more than 50 brands of its own. The retailer sought to deliver a consistent and engaging online experience that emulates the in-store shopping experience across every product category. Best Practices: In an effort to upgrade its online customer experience, Debenhams revamped its commerce site www.debenhams.com in late 2009. The Adobe Scene7 rich media platform was central to the overhaul, hosting and powering both dynamic product images and video. By deploying Scene7, Debenhams enabled shoppers to zoom in on each item to see every detail, from the texture of a fabric down to the tightness of the stitching on a piece of clothing. Debenhams delivered quality product images with graphic controls for zooming and panning, as well as alternative views and in-context images. As shoppers viewed a product from all angles and zoomed in on the fine details, their experience mirrored that of picking an item off the store shelf, holding it up close and scrutinizing the details. Debenhams also added videos to select product categories including beauty and apparel. The site now features videos showcasing designers, make-up artists giving quick lessons in achieving a specific look as well as fashion show catwalks. As the site revamp continues, expect more videos to make their debut. Results: Since implementing Scene7 rich media capabilities and other site enhancements, Debenhams has experienced double-digit sales gains. The improved site functionalities have also resulted in greater customer satisfaction. Shoppers are now more confident in moving to checkout because they have more visual information at their fingertips to help them evaluate a product. They are also more engaged because they can interact with the product. "Customer satisfaction with the new site is up and we've had feedback that users love the new ability to zoom in on products and get a much better feel for what they are buying prior to purchase," said Brett Bennett, Senior Web Manager at Debenhams. "Our aim is to increase satisfaction and make our online experience as good as it can be. Scene7 technology is essential to making that happen." |
“Customer satisfaction with the new site is up and we've had feedback that users love the new ability to zoom in on products and get a much better feel for what they are buying prior to purchase. Our aim is to increase satisfaction and make our online experience as good as it can be. Scene7 technology is essential to making that happen.” |
||
