5 Min Read
The $351 Billion eComm Challenge

 

By David Iscove, Manager of Solution Architecture and Implementation at globaledit

globaledit - Good American blog posIf the growth of eCommerce were to be reduced down to one general driver, it’s arguably “ease of access”. No longer do we need to enter physical stores to purchase our favorite products. With a click of the mouse, our favorite brands come to us.

But that ease of access has created a common-approach trend of buying multiple sizes of a product to confirm the right fit at home, instead of in the dressing room, with the belief that you can just return any versions you choose not to keep.

Returns make up more than $351 billion, yes BILLION, dollars in lost sales. Among the culprits for this insane dollar figure is a lack of uniformity in sizing standards across brands. This leaves people guessing as to whether they should be buying that fabulous new shoe they saw online in a size 9 or size 10.

Good American - globaledit Blog PostTo provide greater consumer reference, brands like Good American are giving website visitors the ability to “change fit model” to see varying body dimensions and how they’re aligned to sizes. The majority of consumers will fall across the spectrum of models that are represented.

Beyond providing the consumer with “relatability”, this approach has great potential to result in reduced online returns, but what’s the cost of executing this strategy? Creatives will need to shoot more variations (‘looks’) of a sku.

In recent years, we’ve seen a correlation between an increased number of shot angles (product thumbnails) and increased conversions. With the inclusion of video to this thumbnail lineup (a trend we’re seeing brands currently testing with more and more frequency), the asset count per product is increasing just against a single ‘look’.

But as more brands pick up the “change fit model” trend, our average shot count per sku just took an exponential curve skywards.

Recent Shot Count Trending Shot Count
N # shots per sku (N # shots per sku) * 3-4x looks

 

The concept of “more is more” is exploding….

And again, creatives will be asked to reach these content goals against accelerated and reduced production timelines. This will require creatives to find new ways to generate efficiencies in their production process.

The first way to increase the effectiveness of photo production is to remove any disconnected, offline, manual bottlenecks, like hard drive transfers or a network-restricted server infrastructure. Not having access to your production history at any given moment is a liability. This is where a creative asset management platform, like globaledit, starts to deliver significant value. High speed ingest, custom product-driven metadata enriched at scale, chat-based collaboration, and mobility are just some of the ways creative professionals achieve their own “ease of access” through globaledit.

We want to help you overcome your creative challenges and not only meet, but exceed demand. Take the first step and request a demo.

Can Creative Production Keep Up With The Demand For Content?

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