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Challenges/Goals
- Maximize sales and average order value
- Increase conversions online
- Convey product functionality online
- Create multi-channel integration
- Improve customer's overall shopping experience
Strategy
Engage
- Illustrate functionality with animated 360 product
rotation
- Show product detail with anyspot zoom
- Allow customers to browse printed catalogs online
Inform
- Send frequent email campaigns that promote and
link directly to the online catalog and rich media
product images
- Advertise zoom and rotation functionality in
both online and offline channels
- Inform customers of the benefits of online shopping
Convert
- Seamlessly align online and print channels to
facilitate multi-channel conversions
Results
- 6.1% increase in average order value
- 5.9% increase in conversions
- Increase in multi-channel shopping
- Increase in competitive advantage
The first part of these strategic efforts involved
the transformation of the LEGO print catalog into an
interactive online catalog for inclusion on their ecommerce
website. This implementation proved to have very positive
results for the retailer. A/B tests were conducted in
order to determine whether having these books online
would increase conversion rates and average order values.
The results confirmed that having an online catalog,
and promoting it, would deliver a very positive ROI—average
order values increased by 6.1%, and conversion rates
increased by 5.9%.
The next step was to employ zoom and 360 degree rotation
on website product pages. This solution set provides
consumers with more visual information and product detail
than can be acquired in-store alone, driving conversions
across all channels.
Once all solutions were in place, RichFX and LEGO worked
together to seamlessly align channels. For example,
a 360 Spin Icon, which includes the shop URL, appears
alongside corresponding product images in printed catalogs,
driving customers to the site to see the products in
more detail. Printed catalog website ads like the ones
shown in the top right corner further exemplify these
best practices, listing the benefits of RichFX image
solutions and rich media content.
RichFX image solutions proved to be extremely valuable
for LEGO. When asked about the competitive advantage
of the LEGO ecommerce site, Aimee McNally, Marketing
Manager for LEGO explained, "In many ways it is
the rich media that sets us apart. The image solutions
that we've implemented with RichFX have allowed
us to provide more product details than our competitors,
and these details help increase conversions by making
the purchase decision easier. Customers are able to
see the built product from every angle, product functionality
in action, and can even zoom in close enough to each
brick to see the word "LEGO" on every stud!"
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that
Sell 