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Presented by Jeff Hunt, CEO, Snap36
February 18 2015
360° & 3D
Product
Photography
An online marketing veteran, Jeff Hunt spent ten years at Adobe-Scene7
energizing his passion in rich media, merchandising...
WHY THE MARKET WAS WRONGCOMPLICATED AND COSTLY
Expensive
High cost compared to traditional static photography
Technology
C...
WHY THE MARKET IS RIGHTNEW TECHNOLOGIES
ü Robotic Equipment
ü Workflow Software
www.snap36.com
New technologies allow fo...
WHY THE MARKET IS RIGHTBETTER IAMGES BETTER EXPERIENCE
www.snap36.com
CONSISTENCY
MORE PRODUCTS IN LESS TIME
Laser system ...
WHY THE MARKET IS RIGHTMATURING MEDIA AND FLEXIBLE DELIVERY OPTIONS
www.snap36.com
ü 360° Product Photography
The product...
WHY THE MARKET IS RIGHTTHE PROCESS
www.snap36.com
Products
received and
sorted	
  
Assembled by
case, inner
pack, product
...
PLANOGRAM
IMAGES
3D
IMAGES
360°
IMAGES
MARKETING
IMAGES
WHY THE MARKET IS RIGHTINDUSTRY MOMENTUM
www.snap36.com
ü GTIN tracking enables better discovery
and purchasing on the we...
WHY THE MARKET IS RIGHTTHE FLEX SHOPPER
www.snap36.com
Comprehensive Information
Customer Experience
Technology Adoption
S...
75%
27%
41%
51%
50%
96%
88%
55%
91%
67%
58%
20%
23%
23%
26%
23%
4%
9%
28%
8%
21%
28%
5%
50%
36%
23%
27%
3%
17%
12%
13%
Abi...
What visual features will increase your likelihood to make a purchase on your mobile device?
*Adobe Mobile Consumer Survey...
CASE STUDY
Major industrial supplier measured how enhanced
content impacted sales
3.8%
VIDEO
2.4%
ALTERNATE PRODUCT VIEWS
...
CASE STUDY
www.snap36.com
3X
MORE SALES
“360° & 3D spins help us convert engaged customers by
giving them a comprehensive ...
www.snap36.com
INDUSTRY ADOPTIONSHIFTS IN THE LANDSCAPE
GS1 IMAGE STANDARDS
•  Mentioned under Interactive Digital Assets
...
LOOKING AHEADPROPOSED CHANGES TO NUTRITION FACTS LABEL
• Changes based on nutrition science
• Updated serving size require...
LOOKING AHEAD1-5-10 MARKET
1% 5% 10%
The CPG industry is approaching a tipping point; companies need to plan for a “1-5-10...
LOOKING AHEADEVOLVING CUSTOMER JOURNEY
www.snap36.com
Website Visit	
  
Facebook Like
Open Email Offer
Mobile Site Visit
S...
www.snap36.com
THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT
Digital innovation has created entirely new patterns of ...
SNAP36
2140 W. FULTON ST. 630.920.1070
CHICAGO, IL 60612 WWW.SNAP36.COM
THANK YOU
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How Can CPG Companies Become Digital Leaders?

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E-commerce for consumer packaged has finally arrived. But how can companies become digital commerce leaders?

Although many CPG executives understand that a shift to e-commerce is happening, many underestimate the size of the opportunity and the digital innovation needed to get there.

Consumers, who are enjoying the convenience and value of digital services in other aspects of their lives, expect these benefits in grocery. Retailers and suppliers need to understand the shifting retail landscape and build digital commerce capabilities that meet these consumer expectations. Companies not prepared to meet to the new digital consumer risk stagnation, loss of share and even shrinking sales.

Publié dans : Alimentation
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How Can CPG Companies Become Digital Leaders?

  1. 1. Presented by Jeff Hunt, CEO, Snap36 February 18 2015 360° & 3D Product Photography
  2. 2. An online marketing veteran, Jeff Hunt spent ten years at Adobe-Scene7 energizing his passion in rich media, merchandising and user experience. After opening Scene7 offices in Chicago, London, Paris and Hamburg, Jeff listened to his clients and recognized an unmet demand for spin photography. Inspired to offer a more visually interactive online experience, Jeff founded Snap36 to deliver turnkey photography services and provide the equipment, technology and expertise needed to implement 360° & 3D spin photography. JEFF HUNTCEO & FOUNDER OF SNAP36 www.snap36.com
  3. 3. WHY THE MARKET WAS WRONGCOMPLICATED AND COSTLY Expensive High cost compared to traditional static photography Technology Complicated, manual process Relied on Flash based solutions High Barrier to Entry Market was dominated by a few companies www.snap36.com
  4. 4. WHY THE MARKET IS RIGHTNEW TECHNOLOGIES ü Robotic Equipment ü Workflow Software www.snap36.com New technologies allow for mass production of imagery Software integrates with robotic equipment to automate image capturing and studio management Industrial strength robotic equipment can be configured to shoot any product size   CLICK TO VIEW VIDEO
  5. 5. WHY THE MARKET IS RIGHTBETTER IAMGES BETTER EXPERIENCE www.snap36.com CONSISTENCY MORE PRODUCTS IN LESS TIME Laser system and intelligent equipment provides consistent product positioning and angle accuracy Automated process allows you to shoot 24 product images in 90 seconds. REDUCED RETURN RATE Providing more visual information builds purchase confidence and increases conversions 30% to 40% Reduce return rates by 25% to 45% and call center costs by up to 50% INCREASE CONVERSION RATE
  6. 6. WHY THE MARKET IS RIGHTMATURING MEDIA AND FLEXIBLE DELIVERY OPTIONS www.snap36.com ü 360° Product Photography The product rotates on a single row, while the camera takes pictures at specified degree intervals. Typical 360° photography is shot at every 15° resulting in 24 images. ü 3D Product Photography The product is shot in 360° on multiple rows. Two row 3D photography results in 48 images. Three row 3D photography results in 72 images. ü 3D Modeling/CGI Digital framework is created and graphic layers are applied or created to “build” a virtual object.
  7. 7. WHY THE MARKET IS RIGHTTHE PROCESS www.snap36.com Products received and sorted   Assembled by case, inner pack, product Weights and measures Images captured using robotic equipment and software   Images exported and named in a viewer ready format   Images uploaded to DAM   CLICK TO VIEW PRODUCT SPIN EXAMPLES
  8. 8. PLANOGRAM IMAGES 3D IMAGES 360° IMAGES MARKETING IMAGES
  9. 9. WHY THE MARKET IS RIGHTINDUSTRY MOMENTUM www.snap36.com ü GTIN tracking enables better discovery and purchasing on the web ü Commercial DAMS supporting GDSN interface
  10. 10. WHY THE MARKET IS RIGHTTHE FLEX SHOPPER www.snap36.com 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
  11. 11. 75% 27% 41% 51% 50% 96% 88% 55% 91% 67% 58% 20% 23% 23% 26% 23% 4% 9% 28% 8% 21% 28% 5% 50% 36% 23% 27% 3% 17% 12% 13% Ability to customize an item (style, fabric, colors, monogramming) Links to social sites to share items for feedback Product videos contributed by other users/shoppers Product images contributed by other users/shoppers Live chat to talk with customer support about products Images of all available colors and patterns of an item Customer ratings, comments and reviews Video demonstrating feature highlights with product experts Ability to turn products around in a full 360-spin and zoom on any perspective Download images in higher resolution Predetermined zoom areas on images with overlaid information Most Useful (4-5) Neutral (3) Least Useful (1-2) *Adobe ‘What Shoppers Want’ Survey DIGITALLY DRIVEN DEMANDCONSUMERS EXPECT TO BE CONNECTED, EMPOWERED, INFORMED www.snap36.com
  12. 12. What visual features will increase your likelihood to make a purchase on your mobile device? *Adobe Mobile Consumer Survey 43% 42% 39% 33% 32% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Product side-by-side comparisons 360° spin of a product Interactive zoom or pan of a product Video Multi-media www.snap36.com DIGITALLY DRIVEN DEMANDCONSUMERS EXPECT TO BE CONNECTED, EMPOWERED, INFORMED
  13. 13. CASE STUDY Major industrial supplier measured how enhanced content impacted sales 3.8% VIDEO 2.4% ALTERNATE PRODUCT VIEWS 1.7% TECHNICAL DOCUMENTS 4.2% ADDITIONAL PRODUCT COPY 6% 360° & 3D PRODUCT PHOTOGRAPHY www.snap36.com
  14. 14. CASE STUDY www.snap36.com 3X MORE SALES “360° & 3D spins help us convert engaged customers by giving them a comprehensive visual understanding of the product. It helps them buy more confidently. Once customers are engaged in a spin image, they are 3x more likely to convert.” Rob Cassidy President & COO, eBags  
  15. 15. www.snap36.com INDUSTRY ADOPTIONSHIFTS IN THE LANDSCAPE GS1 IMAGE STANDARDS •  Mentioned under Interactive Digital Assets AUTOCARE COMPLIANT •  Mentioned in PIES as receiving attention in the marketplace •  Images can be transmitted to meet PIES GOOGLE SHOPPING •  360° Product Images Account for manufacturers •  360° images displayed on Google Shopping and Google Product Listing Ads
  16. 16. LOOKING AHEADPROPOSED CHANGES TO NUTRITION FACTS LABEL • Changes based on nutrition science • Updated serving size requirements and labeling for certain packages • Refreshed design Despite the cut-and-dried nature of the nutritional label changes—which, unlike front-of-label packaging, marketers have no control. These changes will affect food marketing, and companies need to consider how to respond. NO ASPECT OF THE FOOD INDUSTRY WILL BE UNAFFECTED BY THESE CHANGES MARKETING IS NO EXPECTION www.snap36.com The U.S. Food and Drug Administration announced that January 1, 2018 will be the uniform compliance date for food labeling regulations that are issued in calendar years 2015 and 2016.
  17. 17. LOOKING AHEAD1-5-10 MARKET 1% 5% 10% The CPG industry is approaching a tipping point; companies need to plan for a “1-5-10” market in the U.S. over the next five years. Digital’s current 1% penetration of the U.S. CPG market will likely expand to 5% by 2018 and could accelerate to as much as 10% soon thereafter. The experience of other sectors demonstrates that early movers often establish tough-to-trump positions and advantages. This is both a formidable challenge and an enormous opportunity for CPG manufacturers. Digital penetration of 5% represents nearly ½ of total CPG growth over the next 5 years, meaning that companies without an effective digital capability risk stagnation, loss of share, and even shrinking sales. www.snap36.com 2015 2019
  18. 18. LOOKING AHEADEVOLVING CUSTOMER JOURNEY www.snap36.com Website Visit   Facebook Like Open Email Offer Mobile Site Visit Store Visit Website Visit Digital shopping has evolved very quickly into a highly complex ecosystem that has fundamentally reshaped—and continues to redefine—the way consumers engage with brands and purchase products. Online consumers are heavy users of supplier- and retailer-sponsored websites, and they increasingly expect manufacturers to have great content online. Digital content is especially apparent and critical in the search and discovery phase of the customer journey.
  19. 19. www.snap36.com THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT Digital innovation has created entirely new patterns of expectation. Consumers, who are enjoying the convenience and value of digital services in other aspects of their lives, expect these benefits in grocery as well. Retailers and suppliers are under acute pressure to adapt. CPG companies need to understand and shape the shifting retail landscape, because ultimately they will need to participate in new distribution models. FROM NOW ON, TECHNOLOGY ENABLED INNOVATIONS WILL DRIVE MUCH OF THE GROWTH IN CPG
  20. 20. SNAP36 2140 W. FULTON ST. 630.920.1070 CHICAGO, IL 60612 WWW.SNAP36.COM THANK YOU

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