Gaining an E-Commerce Advantage with Enhanced Product Content

Whether the customer is fixing an aging automobile, a malfunctioning HVAC system, or a busted chicken fryer, the consequences of ordering the wrong replacement part inevitably are greater for B2B buyers than for consumers who make the same mistake. And industrial businesses are being compromised. The implica­tions of ordering the wrong product on a B2B site versus ordering the wrong pair of shoes or the wrong book from Amazon are exponential.

Companies that incorporate 360° & 3D spin imagery—technology that allows a website visitor to see a product from all sides and angles—can provide a more realistic sense of their products than they can with traditional static photography, which many B2B sites still use. This kind of enhanced imagery is helping B2B e-commerce sellers increase conversion rates, decrease product returns and boost customer satisfaction.

The B2B market is quickly going in this direction because they see the value in providing more visual information to their buyers. Many businesses are investing heavily in developing new or relaunching existing e-commerce sites. But before they can get up and running, they must first complete the task of gathering all the components and content, including product data and imagery.

360° & 3D technology is designed to make it easy to produce images that let a potential customer see a product from many angles. It combines industrial strength robotic equipment, automated workflow software and trained resources to produce high-volume, product photography faster than traditional studios—and pass those savings along to customers.

More value from one solution

360° & 3D spin photography automates the capture of up to 72 images of a product, on three different planes, in about three and a half minutes. The individual images are served through a rich media viewer, which stitches them together, allowing a visitor to use a mouse or finger to “spin” the product and see all of its sides. The misnomer is that this is expensive, but companies can now capture 360° product images for the same price that they had been paying for static photography.

Moreover, many times B2B businesses are distributing images through multiple channels or affiliates and have a variety of needs. Capturing 24, 48 or 72 images of a product gives suppliers a repository of static imagery that can be used for their many needs, such as marketing, sales materials, or mobile apps, without having to go back and reshoot the products. This provides a virtual inventory for your sales force to be out there during sales calls to show customers their products.

No Hidden Fees

There are typically no licensing fees for the images or restrictions on how clients can use the images. Thus, buyers are free to use the photos in as many channels and apps as they deem fit. We find a lot of our traditional B2B clients come to us saying they’re held hostage by their existing studio, which inhibits them from launching new programs because the licensing costs of images are exorbitant.

Many manufacturers and distributors report up to a 6% increase in top-line revenue in products that spin, versus products that don’t.

The goal of automating the creation of enhanced imagery is to accelerate the process of content gathering so that businesses can quickly get up and running, and be competitive. That includes changing a mindset and adopting the perspective of an assembly-line pioneer, rather than that of a photographic artist. Because 360° & 3D spin can create content in more of a Henry Ford approach versus Ansel Adams, companies move forward at a much quicker pace that is economically feasible.

Claire McCracken
Claire McCracken
c.mccracken@snap36.com

Claire is a Marketing Coordinator at Snap36. She recently graduated from the University of Dayton with a bachelor's degree in Communications and Marketing. Before working at Snap36, Claire had a marketing internship with a construction company in Chicago.

No Comments

X