Personalization Previews
Lenox (www.Lenox.com), a leading manufacturer and retailer of gifts, tableware and collectibles, is using Scene7 On-Demand (S7OD), a hosted self-serve rich media platform,  to provide personalized “previews” of its monogrammed, birthstone and engraved items, interactive zoom/pan, dynamic sizing across all imagery on the site, and online catalogs.  Since 2004, Lenox has used Scene7’s platform to enable personalized email campaigns.  Last year, Lenox extended its use of Scene7 to personalization and dynamic imaging on its website.  A significant - and growing - part of Lenox’s business is personalized products.  It discovered that visually representing the monogrammed, birthstone and engraved products in the exact font, style, contour, and color as the delivered product was the key to increasing their personalized product business.  Scene7’s platform allows Lenox to realistically contour custom high style fonts dynamically so buyers can preview their own custom item before purchase.  “Our customers have reacted very positively to this new feature.  To extend this, we tested personalizing featured products on our homepage, so our customers would see their own monogrammed product presented automatically when they visited our site.  The response to this was so overwhelming that it far exceeded our expectations,” states Lori Leone, Merchandising Manager.

Dynamic Zoom/Pan/Sizing
Additionally, Lenox has implemented the ability to zoom in on fine details to examine product features and stylistic design, replacing the ability to enlarge.  This was easily accomplished across all products by simply adding a URL command into the product page template.  With over 5,000 products online and a 20%+ annual turnover rate, Lenox greatly benefited from Scene7’s dynamic sizing capabilities.  Originally, Lenox hired temps to manually create all its web imagery sizes, causing quality and quantity management issues.  Dynamic sizing enables Lenox to utilize one high resolution image and dynamically create all derivatives.  Dynamic sizing will also eliminate all image production when new web page designs are introduced, providing added flexibility the company never experienced before.  “Dynamic sizing is a lifesaver!” claims Ms. Leone.  “When we make changes to our page templates, our images are automatically converted to the new sizes with a simple change to the URL call imbedded in the new page template. We now no longer have to worry about a complete resize update.”

eCatalogs
Wanting to work with a single-source rich media vendor, Lenox also moved from out-sourcing its online catalog production with another full service vendor to Scene7’s eCatalog services.  The company selected Scene7 as its go-to-market rich media vendor because Scene7 offered the broadest solution set and the lowest cost eCatalog Services. Lenox now offers its browsers a more interactive, integrated viewing experience complete with dynamic panning and zoom, realistic page turning, and links to product pages.  The company also initiates direct email campaigns to announce new catalogs and give its customers a sneak preview of the catalog before the print version arrives.  Lenox plans to further extend its use of Scene7 On-Demand to add dynamic layering.  Using Dynamic Overlays, Lenox can add visual impact to improve messaging and associations to special offers, “limited editions”, inventory, etc. by dynamically overlaying banners and text onto imagery in real-time — tying directly to databases.

Results
“The response to personalization was so overwhelming that it far exceeded our expectations,” states Lori Leone, Merchandising Manager.  Ms. Leone added that the ROI on personalization preview is very positive, with a pay back in less than 3 months.  Additionally, conversion rates for its personalized products increased by 2X with Scene7’s dynamic monogramming, along with a 30% decrease in time and cost for web image production.  Since launching this Flash-based rich media feature, 51% of its customers now use dynamic zoom, but most importantly, Lenox has seen an increase in conversions of 46% for those using dynamic zoom and extremely positive customer reaction through Lenox’s ongoing BizRate satisfaction surveys.  Ms. Leone said, “These business results are impressive and really gratifying.  Dynamic zoom and pan helps increase our customers’ confidence and provides the needed visual information to feel comfortable about making the purchase decision.”

To Clients Overview