Industry: Apparel & Accessories, Shoes
Solution: Dynamic Imaging
Challenges:
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Present online the quality and craftsmanship of Gucci's handcrafted products |
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Present a brand appropriate online store that is a natural extension of the in-store shopping experience |
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Dynamically serve content to remove the burden of manual image sizing |
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Build scalable infrastructure to enable global expansion |
Gucci is one of the world's leading luxury brands. It designs, produces and distributes high-quality personal luxury goods, including ready-to-wear, handbags, small leather goods, luggage, shoes, timepieces, gifts, fragrances, and eyewear. The company directly operates 198 stores in major markets throughout the world and wholesales products through franchise stores, duty-free boutiques and leading department and specialty stores. Gucci is part of Gucci Group N.V., owned by PPR (Pinault-Printemps-Redoute), a leading European retail and luxury group.
Best Practices:
Gucci uses Scene7 for dynamic image serving and embedded zoom to deliver an innovative online shopping experience that fits its customers’ shopping preferences. Targeting consumers looking for high-end luxury goods, Gucci has adopted a digital version of its in-store shopping environment that allows customers to browse products online in a manner that feels like they were browsing the shelves in a retail store. The unique user interface enables visitors to browse merchandise as if browsing show room display windows using a horizontal scroll bar. Gucci's online shopping application allows customers to select an item from the category page, which then expands to feature an enlarged view of the item and displays additional product information without opening a new window or viewer. Still within the same page, shoppers can click to zoom and pan on selected items and see the fine product and material details. Once an item is added to cart, the item’s image instantly appears on the same page, visually validating the addition to cart. By closing an item, shoppers return to where they were on the shelves.
All imagery presented on Gucci.com’s category pages, in the product views and shopping cart is dynamically sized and served by Scene7 On-Demand, a rich media platform that dynamically generates and delivers unlimited derivatives from high-quality single master images. The dynamic imaging capabilities offered by Scene7 On-Demand allow customers to zoom quickly and pan on high-resolution product details providing enhanced visual information and an interactive shopping experience. With Scene7, companies like Gucci are able to speed time to market and drastically reduce image production costs while providing customers a superior online experience.
Results:
Gucci is able to enhance the customer shopping experience by offering them the ability to zoom and pan on rich imagery that visually describes the details of Gucci’s high-quality, luxury merchandise. Using Scene7 for dynamic content serving enables Gucci to automatically generate any image variation from single master images and image commands, which has removed the burden of manually creating and managing all image size variations and will allow Gucci to expand globally.
"We have been experiencing exponential growth on the site since its inception,” said Matt Marcus, Worldwide Director, Gucci, eBusiness. “Adding Scene7 capabilities to our site has significantly enhanced the quality of the client experience enabling an up-close view of the craftsmanship that sets Gucci apart. It has streamlined our production process and provided a framework that supports our global expansion. In the future, we will be looking to further leverage Scene7 capabilities as we continue to innovate luxury online commerce."
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