1. Understanding how the type
of images effects customers
propensity to buy &
perception of value for
money
Alison Strong
Marketing Imaging Manager
0113 826 1377
2. • Excellent - Web primary source (90%) to gather
product information & ideas (catalogue & stores at 60%)
• Watch out - Action taken as a result of poor images/
info – 65% go to a competitor who delivers well. They
buy where cheapest
• Multiple images showing features & benefits are most
important for customers
• Price, Quality, Product Information, Choice &
Delivery Charge – are the top 5 considerations when
shopping for furniture online
Headlines
3. Our Digital Pulse Panel
Gender
M ale
Female
Marital status
0%
10%
20%
30%
40%
50%
60%
70%
Single
Co-habiting
M
arriedCivil-partnership
Separated
Divorced
W
idowedPrefernotto
say
No of children in household
0%
10%
20%
30%
40%
50%
60%
0 1 2 3 4 5 or more
Employment status
0%
5%
10%
15%
20%
25%
30%
35%
Unemployed
/ looking for
w ork
Self-
employed
Employed
part time
Employed
full time
Apprentice /
trainee
Retired Prefer not to
say
4. Our Digital Pulse Panel
Region
0%
2%
4%
6%
8%
10%
12%
14%
16%
EastM
idlands
EastofEngland
G
reaterLondon
N
orth
EastEngland
N
orth
W
estEngland
N
orthern
Ireland
Scotland
South
EastEngland
South
W
estEngland
W
ales
W
estM
idlands
Yorkshire
and
the
Hum
ber
Idon'tlive
in
the
U
K
Attitude to shopping online
0%
10%
20%
30%
40%
50%
60%
70%
80%
I prefer shopping online I use a mix of shopping online
and in physical stores,
depends on the product I want
I‟d prefer to go to a physical
store to purchase
Attitude to product costs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I like things to be as cheap as
possible, if they don‟t last that
long it doesn‟t matter
because I can buy a new one
I‟d rather spend a little extra
on something if I know it‟s
going to last
I‟ll always buy the best
quality, regardless of price
6. Home Accessories
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
This type of images give me
the confidence that the
product is suitable for my
home (size, purpose &
function)
These type of images help
me understand the product
colour and material
I like to see other items
from the same range and
co-ordinating products to
give me ideas and
inspiration for my home
I would expect to be able to
buy other items in the
photograph at the same
time
Bronze
Silver
Gold
Bronze
Silver
Gold
Respondents 502
Below are some statements people have made about the product images on
this page. For each statement please tell us how much you agree or disagree.
5 = Agree, 1 = Disagree
Respondents 508
7. Small Furniture Items Bronze
Silver
Gold
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
BRONZE SILVER GOLD
If the product images where like the style shown right, how likely would
you be to buy this product?
5 = Definitely Would Buy, 1 = Definitely Would Not Buy
2.90
3.00
3.10
3.20
3.30
3.40
3.50
3.60
3.70
3.80
BRONZE SILVER GOLD
How confident are you that this style of image provides you with all the
information you need to decide to buy the product?
5 = Very Confident, 1 = Very Unconfident
Respondents 539
Respondents 537
8. Small Furniture Items Bronze
Silver
Gold
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
This type of images give me
the confidence that the
product is suitable for my
home (size, purpose &
function)
These type of images help
me understand the product
colour and material
I like to see other items
from the same range and
co-ordinating products to
give me ideas and
inspiration for my home
I would expect to be able to
buy other items in the
photograph at the same
time
Bronze
Silver
Gold
Below are some statements people have made about the product images on
this page. For each statement please tell us how much you agree or disagree.
5 = Agree, 1 = Disagree
Respondents 540
Respondents 537
11. Summary When shopping online for the following items, what sort of
images would you expect to see?
(Please tick all that apply)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Multiple
feature/
benefit
images
Zoom /
close up
Product
in a
room set
Single
photo of
product
Model
using
product
Product
video
Home accessory
(e.g. cushion, bedding, curtains, vase, etc) Yes
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Multiple
feature/
benefit
images
Product
in a
room set
Zoom /
close up
Single
photo of
product
Model
using
product
Product
video
Small furniture item
(e.g. chair, side table, bookcase, desk, etc)
Yes
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Multiple
feature/
benefit
images
Zoom /
close up
Product
in a room
set
Single
photo of
product
Model
using
product
Product
video
Large furniture item
(e.g. wardrobe, sofa, bed, sideboard, etc)
Yes
522 responses
“When an item containing an enclosed area
(cupboard or wardrobes etc) is shown, I
would like to see the interior to see how
shelves, hanging space or dividers are
arranged”
12. Summary
When shopping online for the following items, which is the
MOST IMPORTANT image to see?
(Please tick one only for each product)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Single
photo of
product
Product
in a
room set
Multiple
feature/
benefit
images
Model
using
product
Zoom /
close up
Product
video
Home accessory (e.g. cushion,
bedding, curtains, vase, etc)
Large furniture item (e.g.
wardrobe, sofa, bed, sideboard,
etc)
Small furniture item (e.g. chair,
side table, bookcase, desk, etc)
“Videos - useful only if I
would be using the product
more as a „how to‟ or „how
easy‟”
“So much depends on the size of the item, the
cost and the written description. If the written
description is very good and the item is of
relatively small value then I am more likely to
buy from a single simple image.
The more expensive or complicated the item,
the more information would be required
(written and image). This is when the value of
video and customer feedback can be
important.”
13. Summary
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
When shopping online for furniture please rank your top 5
considerations?
Score vs highest
achieved
1762 responses
Go to another website to
find a similar product
Try and find the product
in a store (if the website
has stores)
Other
Don‟t buy from
anywhere
When shopping on a website, if the
product images do not provide with enough
information, what do you usually do?
520 responses
“Phone the
company for
details”
“Look up the same product
on another website and
then buy it from whichever
is cheaper.”
14. Summary
Website / online
In store
Catalogue / brochure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Website / online Catalogue / brochure In store
Online
In a store
Thinking about browsing or shopping for homewares
and furniture, which of the following do you use to
gather information and ideas?
522 responses
And which do you use most?
Would you usually end up buying
online or in a store?
“I cannot always judge the
proportions of the item
online so I prefer to go to
the store and make sure it
is what I am looking for.”
“Because buying on line is so
straightforward.
Also I am disabled and have
mobility problems so visiting a
store isn‟t an option for me.
Everything I need I buy
online.”
“More convenient - I can
browse on line late at
night/discuss with
partner without having to
drag him round shops.”
15. Recommendations
Increase shot rate per product – where
necessary
• cut-outs/ some with propping
• product specific – focus on features & benefits
• introduce more video‟s/ 360 shots to large furniture
items that require an action (sofa bed, assembly,
divan etc)
• continue with work done on wardrobes/ sofa beds
P
Make lifestyle/ room set shots more cost effective
(furniture photography currently costs approx. £250 per
product)
• more selective of products that are shot in room sets –
hero products
• more cost effective production – allocate photography
studio & brief in volume, requirements & product
information early to achieve volume discount
• make room set shots more cost effective by „carving
up‟ into individual shots of all products within room set
P
Improve the perception of lifestyle photography purpose
• they are our brand
• they portray quality
• they enable our customers to make an informed decision
• they can be utilised across multiple formats – press, POS, APN
• they are memorable – putting us in customers minds to think of Asda
over the competition
P
16. Recommendations
Great quality double divan bed featuring a pine frame base and a Firm Silentnight Miracoil 3
Ortho mattress.
The Silentnight Miracoil 3 Ortho double mattress offers comfort and firm support for your
bedroom at an affordable price.
Featuring the Miracoil 3 Spring System for unrivalled support and 'no roll together' plus lower
back support zone and pressure relief. Micro quilted, hypo-allergenic mattress cover for
comfort, all night long.
• With two drawers you have plenty of room to store things like spare bedding or clothes
• Mattress depth - 22cm, easy care with no turn
• Also available in single and king size with four drawers
For more than 60 years Silentnight has been synonymous with providing comfort, support
and a relaxing night's sleep to millions of consumers across the UK. Firmly established as the
bed industry's largest manufacturer and brand leader, Silentnight‟s well-known Hippo and
Duck characters, first created to demonstrate the unique 'no roll-together' properties of a
Silentnight bed, remain recognisable symbols across the nation. As a company, they are
committed to offering the consumer choice, quality, comfort and support, whilst constantly
innovating with an aim of producing the ultimate bed selection.
See our Beds and Mattresses Buying Guide for handy tips and advice on choosing the right
one for you.
Headboard and home accessories shown for display purposes only
Continue with improvements
of copy – see divan example
• product specific features,
benefits and suitability
• cross sells to other products
within range/ colour options
• utilises keywords customers
commonly use – improves our
natural search results
Improve quality information
• work closer with suppliers/
technical to achieve
• more details about the product
materials, manufacturing
methods/ country
• „how & where made‟ videos
• assembly instructions online
• 3D drawings of products with
dimensions to understand size/
P
P
17. This will deliver:
• A better customer experience - build their trust in us,
reflecting our excellent store customer service/
experience
• Will build our brand & quality perception plus deliver
point of difference
• Improved inventory & opportunity to sell-through at
full retail price
• Ability to utilise all online marketing channels by
having usable content across multiple media (to
prevent re-briefing for individual purpose)
