6 Ways to Use Rich Media to Drive Sales
In his part of the presentation, Adobe Scene7's Sadlowski offered six strategies — and examples — retailers can follow to optimize the power of rich media.
1. Content is king. The bigger the product shot, the better, Sadlowski said. Focus on the content first, then the buttons/accessories. Full-screen viewing with mouse-over navigation is an example of this. Retailers he cited doing this well include Burton Boards, Lands’ End, Victoria's Secret, Under Armour and Room & Board.
2. Video completes the story. Sadlowski named J.C. Penney as a retailer that's effectively using video online. Penney ties video and product imagery together by playing video when consumers click on specific items a model is wearing to get a better view of that product. Other retailers Sadlowski recognized in this area included Medion, a German consumer electronics company, and The Shopping Channel.
3. Search gets sexier. Rich media allows for search by size, color, shape and more, dynamically calling up images on the fly. Sunglass Hut has implemented a tool that allows for dynamically resized images of glasses of different shapes, sizes, lens color, and more, helping it to fill up white space, Sadlowski said.
4. Make it personal and empowering. Use rich media to adapt to the personalities of shoppers and engage them, Sadlowski said. Retailers doing this well include Home Depot, which uses drag-and-drop technology to allow consumers to design rooms, such as a bathroom (pick tile coloring, cabinets, vanity, tub, etc.); and Wal-Mart, which has a section on its site where consumers can design their own ring — have a name engraved, choose a stone, etc. — and the images of the designs are dynamically served to them.
5. Community content captures customers. Provide the ability for consumers to upload photos directly from a product page to their social networks so their friends can comment on an item, Sadlowski said.