August 25, 2009, 12:00 AM

Luxury retailer uses rich media to cut return rates and boost conversions

The implementation of rich media technologies has helped Forzieri.com cut its return rate to 5%, below the industry average, as well as increase conversion rates by 20%, the online luxury fashion retailer says.

The implementation of rich media technologies has helped Forzieri.com cut its return rate to 5%, below the industry average, as well as increase conversion rates by 20%, the online luxury fashion retailer says.

Forzieri also reduced web production costs by 30%.

Forzieri.com is using Adobe Scene7 technology to enable customers to intimately view products across more than 200 brands and 90 product categories. The retailer says it used Scene7 to create an online experience similar to walking in to exclusive luxury boutiques in Italy.

At the bottom of the home page, visitors can “Walk through the Magic of Forzieri’s Dream Shopping Boulevard” by selecting from storefronts representing the various brands, such as Casadei, Rosato or Bentley. Each store has a unique design reflecting the look and feel of the brand.

Once inside the store, the shopper can view a variety of products, including close-up views of multiple angles of the exteriors and interiors of each item in multiple colors. For women’s jackets, for example, the shopper can view various styles of an item in multiple colors. The zoom function shows details of seams, zippers, buttons and fabric textures.

In addition, each product page description includes detailed information, such as material (for example, 55% linen, 45% cotton), button colors, weight and pocket locations (for instance, left chest pocket), to allow shoppers to make informed decisions.

“A decade ago, we were in the business of selling ties and scarves to a small audience,” says Andrea Forzieri, CEO. “Now, with 200 global brands, it is critical to our success to present an interactive site in which our products are featured in the most detail-rich format imaginable.”

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