At Anthropologie.com, one staff person does the work of three
Anthropologie Inc. has increased its web content production capacity and reduced the cost of doing so since deploying Scene7’s hosted “do it yourself” rich media platform, the company says. Under Scene 7’s Dynamic Imaging solution, different image crops, sizes, formats and resolutions are generated from single master images on Anthropologie.com. As a result, the site is able to offer customers more views of its products while reducing the staff cost of what it would otherwise take to pre-produce and manage multiple product images, according to Anthropologie`s manager of e-commerce, Ranjana Sharma.
Sharma adds that it would have required Anthropologie to hire two additional staff to create and manage the images the site can generate with the support of one staff person on Scene7’s platform. Previously, she adds, “We were limited to showing one or two images of a product on our web site. Now we can expand that to eight or nine different versions with a reduction in time and costs.”
Anthropologie also has launched its catalog online using Scene 7 hosted e-catalog solution, but recently has brought that function in-house using Scene7’s self-service ASP network. “Because we publish up to 10 catalogs a year it was more cost-effective for us to bring the e-catalog production in-house,” says Sharma. “We are even planning to use Scene7 to test e-catalog concepts with our consumers.”
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