BUT and Nfinite: Creating PDPs that convert
See how BUT partnered with Nfinite to improve product detail page completeness by 183%
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90%
183%
7
Higher
Challenge
BUT’s search for an e-merchandising solution
The team at BUT knew they wanted to improve online shopping for their customers. It was critical that the e-commerce experience was consistent with the in-store experience, and for BUT, this meant imagery that accurately represented their products and provided an understanding of what these products look like in real-life settings. In order to match the experience of seeing and touching a product in real life, images had to be high-quality and enable customers to picture products in the contexts of their own lives, ideally in multiple settings.
The answer was clear: they needed to develop more complete product detail pages (PDPs) that showcased lifestyle imagery and ultimately elevated the e-commerce experience. But creating this quantity of inspiring imagery proved a challenge for BUT just as it does for so many other retailers. So they searched for a partner to help them reach this goal, with a few other key factors in mind. The solution had to:
1) “democratize” the creation of visuals, so all internal teams could produce visual content without relying on a creative agency model
2) reduce costs despite producing higher imagery volumes
3) enable the use of visuals created on other marketing channels
Our goal was to achieve a completeness rate of our PDPs of at least 90%, with at least one lifestyle image per product.
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Solution
Enter Nfinite’s virtual photography platform, a solution that has superpowered the BUT team.
With Nfinite, BUT team members are creating unlimited context-rich imagery to populate their PDPs by simply adding their products to a litany of different lifestyle scenes. Visual production is optimized as platform users can make changes to background props, colors, wallpapers, and floors, creating the settings their customers are looking for in just a few clicks. These personalized scenes are unlike any other retailers’, differentiating BUT’s unique brand.
And instead of just the creative team handling all image creation, a multitude of other internal teams are now empowered to create. Without the need for technical know-how, the web and print teams are taking control of their own content creation and developing content for all channels, shortening production chains and preventing the
creative team from being overwhelmed with asks.
"Within the digital division, we are set up for success. The Nfinite platform is disruptive and agile and has met all our needs. In addition, the teams immediately showed interest in the platform, which facilitated rapid implementation and adoption," remarked Colin.
Results
Complete PDP visuals
BUT was able to achieve its primary goal by leveraging the Nfinite platform, increasing the percentage of products that have complete PDP visuals from 30% to 90% between 2021 and 2023. In the first year alone, they saw an increase of 183%.
Rapid image creation
This massive increase in PDP visual completion was made possible by both the pace at which Nfinite produces 3D models and the speed at which BUT creates lifestyle images on the platform. With one 3D model per product, users can create unlimited imagery. In fact, BUT platform users are developing 7 lifestyle images per day, which would never be possible with traditional photography.
Better customer experience
BUT customers now have consistent omnichannel experiences. Whether online or in-store, they can immerse themselves in products and get a feel for what they are purchasing. The proof is in the results, with Colin remarking, “Our conversion rates and retention have increased significantly.”
Complete PDP visuals
BUT was able to achieve its primary goal by leveraging the Nfinite platform, increasing the percentage of products that have complete PDP visuals from 30% to 90% between 2021 and 2023. In the first year alone, they saw an increase of 183%.
Rapid image creation
This massive increase in PDP visual completion was made possible by both the pace at which Nfinite produces 3D models and the speed at which BUT creates lifestyle images on the platform. With one 3D model per product, users can create unlimited imagery. In fact, BUT platform users are developing 7 lifestyle images per day, which would never be possible with traditional photography.
Better customer experience
BUT customers now have consistent omnichannel experiences. Whether online or in-store, they can immerse themselves in products and get a feel for what they are purchasing. The proof is in the results, with Colin remarking, “Our conversion rates and retention have increased significantly.”
PDP visual completeness increased by 183% in the first year
Before Nfinite, there was no solution on the market to help us meet our objective of 90% of product sheets completed. Now we can provide our customers with an immersive shopping experience and our teams have more time to focus on making that experience even better.
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One model,
infinite possibilities
