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The Power of Virtual Proofing and Configuration in Your Online Store
 

The Power of Virtual Proofing and Configuration in Your Online Store

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For all of your virtual proofing needs, learn how Zeon can build a custom configurator to empower customers and create loyal clients. ...

For all of your virtual proofing needs, learn how Zeon can build a custom configurator to empower customers and create loyal clients.

Today's online customer demands a highly-engaging, personalized online experience. On the other hand, merchants are forced to drive higher ROI, while reducing order-to-cash cycles. For merchants to effectively deliver a customized experience to the customer while keeping an eye on profit margins, they must couple advanced eCommerce merchandising tactics with virtual proofing or configuration engines. By partnering two best of breed software solutions, Magento and Adobe Scene7, merchants can place product customization and online ordering at the customer's finger tips while optimizing internal fulfillment and marketing processes.
From the webinar recorded on Wednesday, August 3rd, 2011, Zeon Solutions, a Magento and Scene7 solutions partner, presented an educational webinar discussing highly effective commerce and product configuration solutions.

Today's online customer demands a highly-engaging, personalized online experience. On the other hand, merchants are forced to drive higher ROI, while reducing order-to-cash cycles. For merchants to effectively deliver a customized experience to the customer while keeping an eye on profit margins, they must couple advanced eCommerce merchandising tactics with virtual proofing or configuration engines. By partnering two best of breed software solutions, Magento and Adobe Scene7, merchants can place product customization and online ordering at the customer's finger tips while optimizing internal fulfillment and marketing processes.
From the webinar recorded on Wednesday, August 3rd, 2011, Zeon Solutions, a Magento and Scene7 solutions partner, presented an educational webinar discussing highly effective commerce and product configuration solutions.

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  • Housekeeping:On behalf of the Magento, Adobe Scene 7, and Zeon Solutions teams, I want to thank you for taking the time out of your day to join us. This program is about 60 minutes, and it is my intention to address questions in the final 10-15 minutes. However, please feel free THROUGHOUT today’s webinar to use the chat feature on your GoToWebinar utility to submit questions to our team. We’ll compile as we go and address them at the end.
  • As a brief introduction, I’d like to give special thanks to Brett of Adobe Scene 7 as well as Darren and Phil from Magento for their assistance and support in developing today’s presentation.My name is David Hess and I’ll be your presenter today. I’ve enjoyed over 11 years in the direct marketing and interactive industry and I absolutely love the topics of ecommerce and the tools that help improve your customers’ experience while shortening your order to cash cycle. That’s precisely how Zeon Solutions is involved here…as an integration partner of Magento and Adobe Scene7, we work with our clients to understand their business and leverage available technology to move the needles on their key performance indicators.So, let’s get started!
  • The Technologies: While many of you will be familiar with the Magento and Adobe Scene7 technologies, I’d like to take a few minutes to describe each system so that we’re all on the same baseline.Configuration in Commerce: We’ll talk about the WHY behind developing configuration toolsCommerce Trends: I’ll show you how configurators are being used in both B2C and B2B scenarios.Workflow: We’ll take a few minutes to show you the big picture, then walk you through step-by-stepExpected Outcomes: I think it will be important to take a few minutes to discuss what your business can expect from a configuration tool.Preparation: I want to address several things that you should consider as you venture down the configuration path.Q&A: …and we’ll wrap up with Q&A….
  • Magento has a clear mission: Empower the eCommerce Ecosystem for your successAs a leading eCommerce platform provider, Magento enables eCommerce success all over the world…from small independently operated online stores to large multinational operations. They accomplish this by: • developing flexible products that meet the needs of merchants • focusing on meeting customer needs through innovation • partnering with world-class solution providers for implementation • actively engaging with the community for third party extensions and applicationsAt the center of all that Magento does is merchant success. In everything they do, the benefit and value that their efforts will have on their customers is taken into consideration. So, the ultimate goal is to help you create online stores that make the shopping experience for your consumers easy and enjoyable.
  • By definition, Adobe Scene7 is a cross-media management, publishing, and serving platform…so what does that mean? Let’s talk about some of their key features:Dynamic Imaging: Scale rich imagery in real-time including sizing, editing, interactive zoom, colors & multiple views, 360-degree spin…it also allows you to easily scale rich media viewing across all screens, including desktop and mobile.eVideos: End-to-end video publishing solution for creating high quality, interactive video experiences. eCatalogs: Unlike pre-built online catalogs, eCatalogs are instantly reconfigured and updated on the fly allowing you to deliver more relevant, targeted print materials to drive multi-channel sales more cost-effectively.Dynamic Banners: Allows for real time creation of relevant promotional banners.Visual Configurators: Allows you to visually configure products and options in real-time with dynamic image rendering displaying infinite variations from personal choices. Dynamically apply custom or print fonts and graphics to imagery. Leverage secure, user-generated image and graphics upload capability for use in custom user-facing applications using personal content.Web-to-Print: Web-to-Print enables distributed users to easily customize and produce print products through on-demand services. This is especially useful for businesses operating many outlets and branches who find it challenging to execute marketing & sales print materials.
  • Now that we are aligned with Magento and Scene7’s core offering, I want to turn the discussion toward where Zeon has seen successful eCommerce implementations with virtual configuration and the business drivers that ultimately lead our clients toward making an investment in our integration services. With our existing client base and with the RFPs and sales inquiries we have received in the past 2-3 years, we have seen three general indicators validating the need for customized or configured eCommerce experiences. First, consumers are demanding quick and easy product customization, all while expecting mass-production pricing. This consumer demand is forcing manufacturers to find ways to deliver a personalized experience without incurring additional expense associated with customer service or production processes. The best way to reduce process and personnel cost inflation is to move processes online, thus introducing the necessity for a robust commerce platform such as Magento. Additionally, consumers expect to see exactly what they are purchasing. In fact, 75% of respondents surveyed by Adobe in a 2010 study said the ability to customize a product would influence them to make an online purchase. For this requirement, traditional eCommerce needs to be infused with a robust image management software and compelling User Interface. Aside from consumer purchasing behavior, there are also business process drivers to consider. I spoke briefly about manufacturers having to deliver lower volume, custom orders at mass-production prices. Additionally, we have seen increased attention being focused on reducing the total order-to-cash cycle. In some cases, we have seen traditional offline customer orders through faxes that can take days be reduced to minutes with an online process leveraging Magento and Scene7. Lastly, another driver for our customer’s investment in Scene7 specifically is the need for merchandisers to offer robust product image and display options online. Of course, all of this needs to be done without inflating product photography or art department costs. With Scene7, web and art teams can simplify image asset management processes and serve up 360-degree views, color swatching, dynamic zoom, etc. on the fly to help increase marketing effectiveness with their eCommerce campaigns.
  • To take it a step further this slide further specifies Zeon’s unique experience that might be of interest to the audience today.We have three core focuses aligned with our internal thought leadership and existing portfolio. First, we are experienced in developing commerce and configuration platforms for advertising specialty suppliers and distributors. Secondly, we have a core focus on offering Direct Marketers eCommerce solutions. Direct marketers spend a lot of money to get customers to their online door…we work to make sure that, once they walk through it, they convert to sales.Lastly, but certainly not least, we are experts at delivering industrial manufacturers complex commerce solutions. Let’s look at B2C and B2B trends…
  • In the B2C world, there are a few notable first-movers to fully-embrace product configuration. Arguably the most recognizable example is NikeID, which allows shoppers to configure over a half dozen unique design components on their shoes and purchase instantly.B2C retailers selling everything from trinkets to high-end furniture have embraced on-screen customization for their online channels. Especially as customer tolerance for paid proofs or samples is reduced, brands are recognizing the value in placing the proofing process in the customer’s hands, literally.
  • One of Zeon’s sweet spots is in developing online sales strategies for B2B customers. We have seen a lot of traction in this space because of inherent shifts in B2B selling. For example, manufacturers from all industries are starting to develop direct sales channels online.Often, these same manufacturers are faced with developing an in-store or consultative experience online to replace the presence of a sales associate or distributor sales person. Virtual configurators can help meet this requirement, ultimately producing higher-margin sales for the manufacturer. In some cases, Zeon has actually integrated the commerce platform with digital production equipment so that the only human interaction is when the product is going in the box for shipment.Another example of the power of B2B eCommerce and configuration is the ability for manufacturers to extend commerce stores and configuration applications down to their distributors, drastically broadening online reach. This can be achieved by leveraging Magento’sMultiStore functionality (to create microsites) and Scene7’s URL-based image management system.
  • I want to make sure to be clear that combining ecommerce and configuration or customization can be extended across many different verticals and product types.- Apparel: we’ll show you some specific examples of configuration, but Magento and Scene7 can also be used to serve up colors and styles. - Automotive: think of spinning and zooming parts, applying available colors to an accessory, and so forth. - Footwear: my wife will tell you all about how critical it is to be able to zoom into the fabric and detail and spin the product to view it from all angles! - Furnishings and décor: Magento will guide the customer to the product…use the Scene7 tools to zoom in on fabric, adjust color swatches, or even create a virtual room to match your home or office wall colors…make sure it’s a good choice! You see the example of the faucet on screen…change the background color, change the faucet color, etc. - Office & Stationery: customize with your company logos, proof the results, and buy! - Sports: before buying, customers want a close look at what they’re getting. Configurators can also be used to build the equipment, like a bike…style/color/wheels/derailer/etc. - Interior design…like I alluded to with furnishings, use color swatching to see how paints, wallpapers, etc. look together.Remember, it’s about enhancing the shopper’s experience in a way that is both meaningful and relevant. We have to make sure that the tool serves the shoppers’ needs and helps them in their decision process. We don’t want to complicate the process or create frustration.
  • Before I walk you through a couple of configuration tools, let’s take a 30,000 foot view…Starts with the customer hitting your site (presumably because of your brand recognition, marketing, and SEO strategies).The customer either browsers or searches for the product they are looking for.With a configurable product, they can then walk through a step-by-step process to customize or personalize the product by:- Choosing from stock images or uploading their ownSelecting the imprint location (center, left, right, etc)Add textAdjust color selectionsAdjust size/position of both text and images4. The customer can then view and approve their proof!5. The order is placed in the Magento shopping cart6. The order is received and managed…important point here…we ultimately want to make this process as hands-off as possible, but it is important for your admin team to be able to adjust orders if necessary. It’s also key that we are only allowing configuration to take place within the parameters of your production equipment.So let’s take a look at some step-by-step workflows….
  • LAST SLIDE OF BRADY
  • LAST SLIDE OF CUSTOMIZO
  • - Reducing Order-to-Cash Cycle : We’re compressing the time it takes to market, approve, and produce a personalized product - Value in Production Time Savings (photography/image mgmt): Two phases to this…there is the savings of your production team’s time in shooting one of each color on the front end…and then there is the time savings of avoiding the manual process where you have to have a member of your team applying a customer design request. PLUS, we’re reaching the market faster by cutting production time altogether. - Increased Conversion: Customers get what they want and the ability to see and approve their order - Reduction in Abandoned Cart – You’re capturing the customer immediately…an offline process may not be necessary. Plus, executed properly, it’s an easy and fun process. - Enhancement of Existing Merchandise Offerings is Infinite – In some merchandising cases, the ability to add artwork to a blank item creates zillions of revenue generating products. Plus, your money is not tied up in maintaining inventory of all different variations and sizes…you just need to inventory blanks. - ENGAGING AND FUN CUSTOMER EXPERIENCE!!! : Customers get to create unique products and actually SEE and approve their order. If it’s a bigger ticket item, like selecting a couch color, they can be confident in their purchase.
  • …but let’s also talk about the things you need to consider when conducting your internal discovery into your business and technical requirements:An experienced partner is not only going to work hard to understand and fulfill the technical requirements, but will have a strong focus on your business goals and opportunities to streamline your production process. You want to work with someone who doesn’t just ask for the recipe to bake your cake…they want to understand who the cake is for, what the occasion is, what their favorite kind of cake is, and suggest the best flavor of ice cream to go with it.The Identification of Viable product lines: You may have semi-configurable products (products available in multiple types and different sizes and colors)…or customizable products, where the user can select multiple components and literally build the product (Oakley). The lesson here is that business rules must be considered, particularly with how to resolve to production and how to establish pricing.Vignette creation: Basically, a vignette is the image authoring output file which allows you to layer and mask a customizable object. Not necessary for a 2-dimensional, flat image where you’re just dropping a flat logo on a flat object. But if you have a rounded image or differences in fabric texture, definitely need vignettes. As an aside, if you don’t have in-house creatives comfortable with vignette creation, better to have your service provider assist.Hi-Res Imagery: We’ll need hi-res product imagery to get set up.The process starts offline with photography and design, including Flash, Photoshop, Illustrator, InDesign, pdfs, fonts.1. Upload files to S7. Use ftp to mass upload into SPS (S7 Publishing System).2. Build: eCatalogs, image maps & sets, templates, guided zoom, video recuts. Login to access, publish to go live3. Publish: publishes everything marked for publish from the image server, render server, video server, AGM server, FMS. Live, but URL driver.4. Deliver: web, print, email, desktop, mobile devices Image caching: Call for an image, Content Delivery Network (CDN) checks the cache, will go back to Adobe S7 to request a new image. If image is in cache, it pushes the image. Leverage Magento’s Tools – use banners (next slide example)(for reference: Image files supported: jpg, gif, tif, bmp, png, pict, psd, aco, eps, fpx, ai, pdf. S7 converts to P-TIFF image on upload. For zoom, recommend image sizes of 2000px. Might need more depending on what you’re trying to show.) 

The Power of Virtual Proofing and Configuration in Your Online Store The Power of Virtual Proofing and Configuration in Your Online Store Presentation Transcript