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 Industry: Specialty/Non-Apparel, Sports & Outdoors Solution: Dynamic Imaging  Challenges:
Fathead sells larger-than-life sized action photographs of favorite athletes, entertainers, heroes and other recognizable characters as well as team and school logos. The company was looking for a solution to the online challenges it faced translating small images into something large and wanted to create a new look and feel that would help drive sales as well as overcome objections. Best Practices: Fathead uses Adobe Scene7 to dynamically generate all site imagery, including streaming the original high resolution masters for detailed zoom and pan on all images, dynamic templating for promotions and navigation elements, as well as render sets for compositing merchandise into in-context imagery. Fathead also uses Scene7 to dynamically layer in logos on product pages to visually represent each Fathead’s respective team or affiliation, as well as layer pertinent messages onto images to flag products, such as "just in", "sold out", "clearance" and "special price". By maximizing Scene7 training services, Fathead relaunched its site in less than four months from identifying challenges and deciding on the new look and feel. Prior to implementing Scene7, Fathead only showed images in one room and did not offer zoom. All imagery displayed on the site was static and products were shown only three different ways. With Scene7, all imagery is presented dynamically and zoomable for more details with three different views in four different rooms; thus one image is used for up to 12 different purposes enabling Fathead to offer its customers a richer, more engaging experience on its site without increasing resources or production work. Additionally, as a hosted solution with a content delivery network, Fathead’s previous bandwidth challenges were eliminated. Results: Fathead increased holiday orders 40 percent and holiday conversions 22 percent after relaunching its Web site using Adobe Scene7 to deliver 10 times more imagery than on its previous site. In addition to increased sales, Fathead experienced an immediate uplift of 35 percent in the level of customer engagement on its new site and measured an overall increase in brand awareness. With Scene7, all imagery on Fathead.com is presented dynamically with three different views in four different rooms; thus one image is used for up to 12 different purposes enabling Fathead to offer its customers a richer, more engaging experience on its site without increasing resources or production work. "Many shoppers often don’t fully grasp the Fathead concept until they physically receive merchandise; therefore, we wanted to present our products to give scale so our customers could visualize how their selections would look in the context of their work or living space. With Scene7, we can produce 10 times as many images in the same amount of time as before and are able to push imagery to the front to present our products in a more inviting manner." - Michael Layne, Director of Internet Marketing at Fathead.
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