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Anthropologie uses rich media on UK website

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US fashion and lifestyle retailer Anthropologie has introduced rich media imaging and video on its UK website. It says that giving visitors the opportunity to examine its goods up close helps turn browsers into shoppers.

Michael Robinson, head of ecommerce for Anthopologie Europe, said: “Our aim is to achieve global consistency with our online customer experience. We’ve looked at what’s worked in the US and implemented that best practice here.

“Our products are highly detailed so we know that when customers are able to zoom in to closely inspect and ‘feel’ each item this has an impact on sales and reduces return rates.”

The company, a subsidiary of Urban Outfitters, is using technology from Adobe Scene7 to achieve this.

The Adobe platform means images can be shown the different available colours, with alternative and full-screen views. Consumers can see the detail using the pull-out zoom.

It also allows the company to use imagery created in the US and to serve it in the UK. This will also be used for future European website launches in French and German.

Robinson said: “Being able to use imagery created centrally in the US on all other sites saves time and cost as we don’t need to recreate everything. This will help to facilitate future international growth.”

Sheila Dahlgren, senior director of product marketing for Adobe Systems, said: “Anthropologie is famous for its in-store atmosphere and stunning displays, so implementing rich media best practice is a natural extension for the retailer. Utilising existing assets across websites in different territories means the company doesn’t need a huge team.”

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