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Industry: Apparel & Accessories, International Solution: Dynamic Imaging, eVideo  Challenges:
Since its founding, apparel maker hessnatur has followed a simple principle: human beings should live in harmony with each other and with nature. The company designs beautiful, organic and natural clothing for men, women and children that respect the working conditions of those who create it, underlined by an uncompromising commitment to the environment. Clothes are more than what you wear; they also reflect how you choose to live. Best Practices: As it set out to overhaul its website www.hessnatur.com in 2009, "Germany-based" hessnatur had two goals in mind: first, reduce image management costs; and second, increase conversion rates. The company sought to raise the efficiency of its image management and delivery process by streamlining the way it administers its large, extensive collection of image views and colour choices that mirrored its deep product assortment. With an eye to raising conversion rates, hessnatur also wanted to improve its online user experience by enriching the visual merchandising on all its "global" properties. Hessnatur chose the Adobe Scene7 rich media platform to achieve these objectives, first implementing it on its U.S. online shop, which was then just being launched. Through Scene7's back-office tools that created a special naming convention for all its media assets, hessnatur was able to automate image and video management and serving to the website, thus expediting the launch of the U.S. online store. The Scene7 Platform dynamically delivered all the image sizes, alternative views and zoom views to effectively merchandise Hessnatur's entire clothing and accessories line. Once Scene7 was successfully deployed on the company's U.S. site, it was a simple matter of extending the platform to serve the German, Swiss and Austrian online shops. Since mid-2009, Scene7 has served the imagery, colour options and zoom views seen on every hessnatur online shop. Shoppers can view product details by dynamically zooming and panning on high-resolution images viewed in a large format pop-up zoom viewer, which hessnatur and its agency HMMH customised. eVideos complete the story In a bid to improve its online user experience, hessnatur also tapped Scene7 to bring video to its sites. These videos brought hessnatur's products to life, showing how the clothes and their lines moved with the body, lending a new dimension to its merchandising story. A strong decision validation tool, eVideo turned out to have a very positive effect on buying behaviour: "The use of eVideo has significantly increased online customer satisfaction," said Christian Steinhauer, eCommerce Web Development at hessnatur. "Best of all, not only do our customers like the online videos, but eVideo from Scene7 has also delivered a good return on investment." Results: Following Adobe Scene7's implementation, hessnatur increased image management efficiencies, "reduced costs, and reaped" significant gains in online conversion and revenues. Across products using eVideo, average sales increased 140%, with some products' sales rising as much as 400%. For its latest catalogue, hessnatur reduced the volume of its images by 75%. Using Scene7 Dynamic Imaging, hessnatur was able to generate on-demand any image size from single master imagery for use across its site from different size thumbnails on the category pages to its product pages, zoom views, shopping bag and check-out, reducing the need to create and manage multiple versions of images for each product. The result? An accelerated workflow, coupled with lower image production and management costs. With these improvements, hessnatur was able to update its multi-country websites faster as it introduced new lines for each season. "Thanks to Scene7, the management of our image assets has become more efficient, and simultaneously, we have dramatically improved our visual merchandising, which has had a major impact on the buying behaviour of our customers. The use of the Adobe Scene7 platform has reduced our internal costs for preparing, managing and serving imagery," said Ingo Bittner, Head of Marketing & Sales at hessnatur. |
“Thanks to Scene7, the management of our image assets has become more efficient, and simultaneously, we have dramatically improved our visual merchandising, which has had a major impact on the buying behaviour of our customers. The use of the Adobe Scene7 platform has reduced our internal costs for preparing, managing and serving imagery.” |
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