By Alexandre de Vigan, CEO, Nfinite
When it comes to e-commerce, the importance of imagery cannot be overstated. As shoppers can’t touch or hold a product online, having high-quality visuals is crucial to help them make a buying decision. In an online environment, shoppers want to evaluate a product from all sides, angles, and contexts. While static photography may not capture the full product story, computer-generated imagery (CGI) can often provide richer visuals at a fraction of the cost.
Many retailers now use a virtual imaging studio to save costs and time developing photographic images. These software- or web-based platforms allows them to create and manipulate digital images in a virtual environment. By using a virtual imaging studio that employs CGI instead of a physical studio with real-world props and equipment, designers can access a range of customisable digital backdrops, lighting, and camera settings to create the desired look and feel for a photo shoot. This saves on the costs of materials and allows for greater flexibility and creativity in the image production process.
The modern product catalogue
What consumers can do online and in a printed catalogue compares well with the difference between a physical and virtual imaging studio. Historically, to create a printed catalogue or brochure, brands needed to use traditional photography. More recently, these brands are also turning to CGI-generated visuals to add diversity and efficiency. Today’s product catalogues are prevalent in both printed and digital formats. Virtual image production significantly increases the ease with which visuals can be incorporated and reduces time and cost.
A printed catalogue will always have the limitation that once print production has begun, there is no way to edit or swap imagery. However, in a digital setting, images are easily swappable anytime. This environment is also better suited to A/B testing images to determine which scenes and products lead to the best business results. Matching images to specific and changing environments is much easier in a digital setting. If you can show that these lifestyle images perform well in e-commerce, those insights can prove invaluable for the upcoming print catalogues.
Furthermore, there are significant differences in how consumers view digital content on a handheld device or larger screen. In particular, a phone or tablet image has much more impact and influence. However, on a laptop or desktop, the text description matters more, but there is much greater scope for more immersive visual experiences.
And finally, there are even more significant differences in how images are viewed via social media channels against website product pages. On social media, lifestyle images perform much better, and because updates are instant, you can stay current by easily incorporating seasonal scenes. For website product pages, compelling text matters; you can also display the product visually from more angles and perspectives.
The power of strong imagery
A recent study, “2022 State of Online Shopper Sentiment,” based on a survey of 1,000 consumers, highlighted that quality product imagery is becoming increasingly crucial for consumer engagement, trust, and e-commerce revenue generation.
Expectations are rising for product imagery, with 87% of consumers stating high-quality product imagery is essential when making an online purchase. Most consumers (77%) said that product image capabilities improve their confidence in purchasing on a website they have never bought from before. Furthermore, 75% will return a product if the product received does not match the image displayed.
However, another study by Dimensional Research, Trends in e-commerce image creation, found that 96% of retail executives report product image creation challenges. Two-thirds (68%) report they often go over budget on photo shoots, while 55% said products change rapidly, and images are quickly obsolete.
New technology is the driving force behind visual product creation, and the virtual imaging studio is critical. To meet the demands of online consumers, retailers are reducing their need for traditional photography because it doesn’t adequately support their requirements and is too expensive to scale. A static 2D image cannot compete with CGI or 3D image creation in terms of flexibility and reusability, which is what retailers need to meet their product visualisation strategies. And according to the survey, 87% of online retailers agree.
Many big brands and retailers are now using 3D technology and CGI to speed up the production of online images, save money, and offer greater flexibility while still delivering high-quality visuals. Coresight Research found that among those investing in CGI for product visuals, almost all brands and retailers think that CGI has benefited their production and management of product visuals to some extent—with 49% reporting “significant” benefits. The topmost benefits, cited by around half of brands and retailers investing in CGI, are reduced product returns and improved speed to market.
Enjoy the benefits of the virtual imaging studio
We looked at the time retailers needed to develop and deliver new visuals. Using virtual imaging, this could be achieved within 48 hours, compared to around five weeks when using traditional photography. This amounts to a potential cost saving of around 30% in the first year.
Online retailers can save time and money using a virtual imaging studio and get their products to market faster. These images help meet the demands of the online consumer who wants to view products from all angles and see them in context. Traditional photography still has its place but is increasingly being challenged in online retailing.
