360° Product Photography

Providing a visually stimulating and interactive shopping experience is essential for staying competitive in the online retail landscape with shoppers today researching many products online before buying. The traditional static product image may no longer be sufficient to give shoppers the confidence to buy. Online retailers face the ongoing challenge of how to provide customers with an online shopping experience that is as real as the in-store experience. A method that is proving effective to overcome this challenge is 360° product photography.

360° product photography refers to a photographic technique by which a series of individual photos are taken of an object as it rotates one full revolution. Once combined, your product can be viewed as a single rotating object via any web-enabled computer, iOS device, phone, or other web-browser-equipped device. It enables a vastly improved customer experience by giving potential shoppers the ability to view the product from every angle. Video or animated GIF’s can easily be created from the extensive image library resulting from generating 360° content. This allows savvy marketers to further leverage the 360° image content they have created for e-commerce product pages and repurposing it to reach potential customers on Facebook, Instagram, Twitter and email. When strategically used, 360° spin photography bridges the gap between online shopping and the in-store experience leading to an increased possibility of purchase.

360° Product Photography Reduces Return Rates

We hear a lot about engagement these days. It seems like it’s a buzzword that’s everywhere. And there’s a reason for it. Customer engagement can be a huge benefit to your business. Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty. The interaction and immersive experience offered by 360° product photography increases the average time on site leading to increased customer satisfaction and lower bounce rates while building positive engagement. Encouraging engagement leads to an increased likelihood of a positive customer review. Reviews are a huge factor influencing consumers purchasing decisions. In fact, nearly 9 in 10 consumers say they trust online reviews as much as personal recommendations.

Without the power of touch, online shoppers simply buy blindly, knowing liberal return policies allow them to send back anything they fail to connect with risk-free. With ecommerce return rates at more than double than those of brick and mortar stores, companies need to focus on how to reduce return rates, without raising costs or changing policies. By assisting shoppers to make more informed purchasing decisions, studies have shown that 360° product photography reduces return rates and the quantity of product refunds. 360° spin provides an added dimension with additional product detail compared to a standalone static image. Customers view the product from all sides, see the details and better understand what they are about to purchase.

Besides the conventional spin, 360° product photography can also be used to convey the operation of the product online. This communicates understanding of functionality by experiencing first-hand the features that are impossible to express in flat images alone. Imagine the ability to fold a stroller, look inside a backpack or remove compartments. Interactive call-outs or hotspots can provide further information, links, images and drive attention to a special part or function of your product.

91% Of Individuals Want The Ability To Turn Products Around In Full 360° Spin

Ecommerce retailing has proven to be one of the most transformative industries with customers increasingly demanding better user experiences. Information, especially visual information, is the most powerful tool you can use to empower your customers. Providing the right information, at the right time, in the right form allows your customers to make confident decisions resulting in the highest probability of satisfaction and the lowest chance of product returns. According to Adobe Scene7, 91% of individuals surveyed want the ability to turn products around in full 360° spin and zoom in on any perspective.

Delivering the next best thing to a showroom experience by allowing shoppers to virtually “pick up” and spin the product around and even “lean” in (zoom) on a products fine details as if they were holding it in their hands can rapidly take a prospect from being lukewarm to a new client. In today’s highly competitive world, you will never get a second chance to make a lasting first impression. 360° product photography is an effective aid in convincing your buyers of product quality and authenticity, increasing trust, breaking down barriers, building brand loyalty and ultimately increasing conversions and revenue.

More examples of 360° product photography can be found here: 360 Product Photography

Brett Ginsberg is founder and 360° content producer at Brett Ginsberg Visuals