Scene7 - Clients / Case Study / Ulla Popken

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Industry: Apparel & Accessories, International
Solution: Dynamic Imaging, eCatalogs

Challenges:

�	Allow customers to visualize all apparel and color options on Web site
�	Visually describe the value of its merchandise by showing fine fabric details and guiding shoppers to distinguishing features on apparel
�	Increase revenues and conversions rates
·	Enhance online shopping experience
·	Decrease customer service calls on merchandise inquiries
·	Cost-effectively leverage multiple print catalogs online
·	Leverage consumer site infrastructure for its wholesale business

Ulla Popken, a leading marketer of women’s plus size apparel in North America, sells fine quality apparel through direct mail catalogs, its eCommerce site and specialty retailers. Its merchandise has many detailed features and fabric characteristics that Ulla Popken wanted to be able to show on its site to distinguish its merchandise from competitors. Ulla Popken also wanted to bring its print catalogs online, enhance its customers’ online shopping experiences as well as grow sales revenue and conversions.

Best Practices:

Ulla Popken relaunched its retail site including a complete user interface redesign and replatform working with DMinSite, leveraging DMinSite’s Mercury 6.0 eCommerce platform and Scene7’s on-demand rich media platform.

By implementing Scene7, Ulla Popken can automatically generate any number of image variations from single master images and image commands. Currently, 100 percent of Ulla Popken’s imagery across all site pages including home, category, product and shopping cart are dynamically served by Scene7 On-Demand. Dynamic content serving is the baseline that allows retailers like Ulla Popken, to easily expand their use of visual merchandising while adding rich interactivity to their shopping experience. Ulla Popken showcases its merchandise and every color option using lifestyle, on-model photography, providing critical visual information such as draping, length and proportions for its apparel shoppers.

Scene7 changes color options on-the-fly, which allows Ulla Popken to avoid having to photograph every style in every color—a significant savings. Shoppers can view merchandise including all color options as well as zoom and pan on products to see the fine detailing that distinguishes the company’s apparel – all within one integrated viewer. Using Scene7’s back-office, Ulla Popken also sets its own merchandised zoom areas to guide shoppers to distinguishing features on every garment.

In addition to using Scene7 On-Demand to dynamically generate all size, color, and zoom imagery on its site, Ulla Popken uses Scene7’s self-serve eCatalogs to build multiple online catalogs each season. Scene7 eCatalog is the only end-to-end solution to dynamically serve, assemble, segment and personalize online catalogs.

Leveraging the same rich media technology and eCommerce platform as its consumer site, Ulla Popken also launched a new showroom site for its wholesale business. This site offers a tool for Ulla Popken’s sales reps to sell merchandise into channel and gives boutique shop owners purchasing Ulla Popken apparel the opportunity to view intricate details of products featured in the catalog. The site shares the same back-office administration as the consumer site but carries a different line of products and allows pricing to be applied based on log-in ID.

Results:
Ulla Popken has experienced significant revenue increases, is able to visually showcase fabric and trim details that represent the value and quality of its apparel and has enhanced its overall customer shopping experience. Ulla Popken has also recognized cost savings by eliminating the need to photograph every style in every color.

�Since adding Scene7 and upgrading to DMinSite Mercury 6.0, our site has increased conversion rates, decreased the number of customer services calls from shoppers seeking to clarify product colors and details and reduced the number of returns from our customers citing that the color and/or fabric was not what they were expecting,� said Thomas Schneider, president of Ulla Popken.

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