CEO Roland Smith will retire and Troy Rice will oversee e-commerce as Office Depot’s new chief operating officer.
Improved zoom and rotation and a wider selection of colors in product shots drive up sales and conversions at the motorcycle parts and accessories dealer.
It’s said pictures are worth a thousand words – but pictures that zoom, rotate and change color under site visitor control have been worth a 15% increase in online sales at Chaparral Motor Sports, which reports the increase since implementing dynamic product display from vendor Fluid Inc.
The motorcycle parts and accessories dealership also says it’s experienced a lift in its conversion rate, though it did not disclose numbers, that it attributes to Fluid’s program, called Fluid Experience that supports the dynamic online product display. The platform also supports interactive merchandising features that display recently viewed, best selling and featured items.
Chaparral Motor Sports’ customer base is unusually well-informed about the functionality, design and reputation of products the retailer sells, according to Brian Biggs, director of product management at Fluid. The site’s enhanced imaging capacity allows them to experience products more richly online, according to Fluid.
“Fluid Experience is easy to use, improves the shopping experience, and has helped increase our sales in a difficult economy,” says Crystal Ashby, vice president of marketing at Chaparral Motor Sports.