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 Industry: Office & Stationery, Gifts & Toys Solution: Dynamic Imaging, eCatalogs  Challenges:
Levenger’s product inventory changes frequently during the year, resulting in extensive manual color change and correction, as well as excess storage capacity and asset management problems. Both the print catalog and web groups must share these images, but typically require different sizes and formats – and accessing and editing these images for print or web is time and labor intensive. In addition, Levenger’s consumer research showed that its buyers are seeking more detailed product imagery – to inspect the quality of a leather item or the fine details of a wood grain. Best Practices:
Levenger switched from a competitive zoom vendor to Scene7’s Infinite Imaging™ platform for a much broader feature set, including the back-office Image Production System allowing them to easily set ‘merchandised’ hot spots to highlight important product features and prepare all web imagery for publishing. Levenger launched Scene7’s Zoom on over 250 products, offering both HTML zoom for dialup connections and enhanced Java zoom for broadband customers. Scene7’s Zoom allows customers to quickly and interactively view high-resolution product details providing an engaging, informative online shopping experience. Levenger is now able to highlight the true quality and workmanship of its proprietary products – removing the ‘tactile’ barrier to shopping and eliminating the hesitation to purchase. Seeing the visual details, like distinguishing a gold versus nickel finish, is also helping to reduce product returns for the company. With Scene7’s Image Production System (IPS), Levenger plans to streamline its web publishing process by centralizing their image management and production into Scene7’s browser-based system. Because IPS is browser-based, both the catalog and web group can access these images at the same time from any location, and dynamically generate the right sizes and formats needed for their specific purposes. For the web group, this process will be streamlined as the images can be automatically scheduled for publishing to the website with no manual intervention – all in the perfect size and format, greatly reducing the associated time and costs. Results: Scene7’s platform contributed to drive up significant web revenue growth last year and increased average order size and conversion rates. The addition of Scene7’s dynamic imaging significantly improved product presentation, displaying all products options, surfaces, fabrics – with hyper-detailed viewing. In addition, Levenger is realizing significant time and cost savings associated with its Web production workflow. In the near future, Levenger will utilize Scene7’s Image Authoring to generate new digital photography for its leather and office products product options. With this new process, Levenger expects to slash the costs and time associated with studio photography, modeling, sampling and creative (typically by up to 80%). Using its existing digital images, Levenger will “author” or computer generate each option from a single master image – modifying key elements such as colors, materials, textures and patterns – just as if new original photography had been completed. Exact photo-realism is achieved, and photos retain critical effects such as reflections, lighting, and shadowing even with complex patterns and surfaces. Levenger also plans to extend its use of Scene7’s platform to provide 360 spin viewing of products allowing customers to view products from all directions, gaining key visual details. “Scene7 offers savvy and smart visualization technology, in keeping with our standards of quality, to draw attention to the finer aspects of our upscale product line. Our consumer research showed that our buyers are seeking more detailed product imagery. We are now providing exceptional imagery to display important features of our products. We particularly like Scene7’s ability to adjust viewing to match our customer’s bandwidth – improving the overall shopping experience. Scene7’s dynamic imaging capabilities help to set us apart from our competitors and contributed to our significant online sales growth last year, as well as average order size and conversion rate increases,” said Lynnette Montgomery, Internet Marketing Manager, Levenger, Inc. To Clients Overview  |
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