Lenox boosts conversions on personalized items with enhanced product images
Gift and tableware maker Lenox has doubled conversion rates for personalized products employing dynamic monogramming since implementing technology on its web site from Scene7 Inc. that allows customers to visualize the customized, finished product before ordering, according to the technology provider.
Overall, conversions have increased by 46% across all products on Lenox.com that use Scene7’s dynamic zoom functionality, and the use of Scene7`s on-demand technology has decreased the time and cost required for web image production at Lenox.com by 30%, according to the company.
Lenox has been using Scene7’s platform to enable personalized e-mail campaigns since 2004, and last year it extended its use of the platform to offer personalized online previews of its monogrammed, birthstone and engraved items, adding interactive zoom and pan and dynamic sizing across all product images on the site including its online catalogs. Lenox has determined that visually representing its monogrammed, birthstone and engraved products in the exact font, style, contour and color as the delivered product was key to driving the personalized products business.
“We tested personalizing featured products on our home page, so our customers would see their own monogrammed product presented automatically when they visited our site,” Lori Leone, merchandising manager at Lenox, says. ROI on the personalization preview feature has been very positive, with a payback within three months of implementation, she adds.
Lenox plans to further extend its use of Scene7, on-demand services to add dynamic layering, a feature that allows online merchants to overlay banners and text onto imagery in real time and is tied directly to its databases to improve messaging and special offers.
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