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DECODING YOUR NEW CUSTOMER
[WHY VISUAL INFORMATION DOMINATES THE DIGITAL WORLD]
JEFF HUNT • Started career at Eastman Kodak • 7 years of 3D CAD/CAM at Unigraphics/PTC
• 10 years at Adobe-Scene7 • Founded Snap36 in 2008
@HuntSpins @Snap36
CEO, SNAP36
• Specializes in 360 & 3D product photography
• 7,000 ft. Chicago studio configured to shoot thousands of products using the latest robotic equipment
• Mobile studio capable of shooting on location
• Exclusive distributors of professional grade robotic hardware and workflow software
SNAP36
WHAT I’M TALKING ABOUT… 1) State of the Industry
2) Image Creation Strategy
3) Leveraging Your Assets
The State of the Industry { }
WE DON’T GO ONLINE. WE LIVE THERE.
$3,200 $3,800 $4,200
$5,000 $5,700
$6,500 $7,200
2011 2012 2013 2014 2015 2016 2017
Series 1
ONLINE SALE OF AUTO PARTS & ACCESSORIES ($MILLIONS) EXCLUSING ONLINE AUCTIONS
TRENDS TO WATCH • Over $5 billion in online
auto parts sales in 2014
• Online sales in 2013 increased 16% over 2012
• Brick and mortar sales decreased by 1.5% in 2013
• Nearly 80% of all automotive sales begin with some type of research online
• Over 40% of automotive aftermarket web traffic is from search engines
• 90% of the top 20 search keywords or phrases are retailer or manufacturer brand names
• In less than 2 years, web traffic for the automotive aftermarket industry has grown 23%
SUPPLIERS: ONE STEP AHEAD
IN TWO YEARS, WEBSITE REFERAL TRAFFIC FROM RETAILERS TO SUPPLIERS GREW 30%
SUPPLIERS
RETAILERS
Comprehensive Information Customer Experience
Technology Adoption
Shopping Convenience
55% of consumers prefer to buy online
43% of mobile users don’t purchase because they can’t get a clear enough image
1/3 of consumers are not satisfied with the amount of product or visual information
94% agree that B2B customer experiences should mirror at-home experiences
THE FLEX SHOPPER
Major industrial supplier measured how enhanced content impacted sales
6%
4.20% 3.80%
2.40% 1.70%
360° & 3D Spin
Additional Product Copy
Video Alternate Images
Technical Documents
THE POWER OF INFORMATION [CASE STUDY]
MISSED OPPORTUNITY We surveyed executives from top automotive aftermarket retailers about imagery.
KEY FINDINGS:
Majority of images are acquired from: Manufacturers
Most common issues with manufacturer provided images: Missing and inconsistent imagery
Advantages of better imagery: Increase conversions and reduce returns
Ability to deploy enhanced imagery and rich media: 70% are able to deploy
Image Creation Strategy { }
WHERE DO YOU SEE YOUR COMPANY? Committed to efficiencies?
Committed to technology?
Committed to brand image?
DABBLING OR STRATEGY? [CASE STUDY]
Completed goal of 25,000 products in 360° & 3D spin in less than 3 months
WHAT ARE YOUR CORE STRENGTHS?
ASSET AUDIT What product images do you have?
What product images are missing?
E-COMMERCE
CATALOGING
MARKETING
MERCHANDISING PLANOGRAM
EVALUATE RESOURCES In-House Outsource (to service provider)
• Project Manager • Photographer(s) • Photographer Helpers • Warehouse Staff • Image Editors • QA Technician • Technical Support • Secure Studio Space • Rent or Purchase Equipment
• Project Manager • Warehouse Staff
CREATION STEPS In-House Outsource (to service provider)
• Studio Equipment Sourcing • Studio Setup • Ordering Parts • Delivering Parts to Studio • Preparing Parts • Product Photography • Return Parts to Inventory • EdiVng Images • QA Images • FormaXng Images
• Ordering Parts • Delivering Parts to Studio • Preparing Parts • Return Parts to Inventory
Leveraging Assets { }
Marketing Images
Alternate E-Commerce
Images
Catalogue Images 360° Spin Set
Marketing Images
Alternate E-Commerce
Images
Catalogue Images 360° Spin Set
Marketing Images
Alternate E-Commerce
Images
Catalogue Images 360° Spin Set
Marketing Images
Alternate E-Commerce
Images
Catalogue Images 360° Spin Set
Marketing Images
Alternate E-Commerce
Images
Catalogue Images 360° Spin Set
Questions? { }
