Website makeover, PPC advertising, new product descriptions-there is a number of ways to boost online sales and increase customer retention. Some of these strategies may prove to be successful, yet none of them produces such impressive results as 360 product spin photography. A survey conducted by UK-based online imaging specialists SpinMe reveals that the most effective tool for improving sales and reducing returns is 360 spin and 3D imaging. 

Spin photography is a process by which a product may be viewed online from all angles, creating a visually rich experience for shoppers. Solutions such as SpinMe or HiperKinetic's 360DataView allow shoppers to pan and rotate the product image while zooming in and out, giving them detailed product information. Relatively new technology is quickly becoming indispensable; according to Adobe’s “What Shoppers Want Study,” 91 percent of medium to heavy online shoppers say 360-degree photography is a must-have.

SLASHING RETURN RATES, BOOSTING SALES

Spin photography can enhance shoppers' online browsing experiences, making their encounter with merchandise similar to scanning the aisles and shelves in a brick-and-mortar store. The opportunity to engage with the product in this manner gives shoppers the power to examine merchandise online much like if they picked it up in-store, thus building confidence in their decision to purchase. For retailers, 360° spin photography can improve conversion rates, reduce merchandise return rates and improve overall customer satisfaction with the online shopping experience and the brand itself. Using high-quality, large images with pan, zoom and color-select options allows retailers to present products online in a way that imitates the in-store shopping experience and often compels a consumer to make a purchase.

SMASH HIT IN RETAIL

Little wonder that retailers simply love it. Asked to choose the most effective tools used to drive sales on websites, 43 percent of retailers surveyed in SpinMe's study put 360 spin and 3D imaging in top place, alongside multi-language options. Twenty-one online retailers were consulted from fashion (48 percent), sports-related (43 percent) and electronic /homewares (9 percent) categories. Just over half of retailers surveyed had been using 360 spin and/or 3D imagery for three months to a year. More than two-thirds agreed the reason for implementing this style of photography was to improve the overall consumer experience. When asked about the effect 360 spin and 3D imagery had on returns, 27 percent said they had seen a reduction of between 1 percent and 10 percent. Nearly all the retailers used 360 spin and 3D imagery across some of their products. Only a small proportion (7 percent) used it across their entire website. However, almost a quarter said they intended to roll the technology out across all products. If these facts and figures are anything to go by, soon 3D imagery and spin photos will be an essential component of product promotion, to be adopted by majority of retailers.

CONFIDENT SHOPPERS BUY MORE

By putting 360 spin product photos on their sites, retailers resolve customers' doubts concerning potential purchases. Most (86 percent) of retailers believe that consumers rate excellent imaging as a key driver of sales. They are able to examine goods and are therefore a lot more confident with a purchase decision and have a better expectation of what they will receive in the mail. They able to zoom in on the product, spin it, see its colors and features up close, and really get a feel for what they’re buying. It instills confidence in them and it helps them feel more comfortable with paying for products. Importantly, there is no disconnect between what customers want and what they buy. There are no surprises when the shipment comes and they are satisfied with their purchase and the product, because it is just what they ordered.

Sources: http://www.bizreport.com; http://www.retailcustomerexperience.com; http://www.theimagealive.com