Date:23 September 2011
Sport-Thieme scores with Scene7
Sport-Thieme has been a successful player in the European sports products market for more than 60 years. The German company reaches out to sports-enthusiasts
in 12 European countries via eCommerce websites and also publishes eleven
printed catalogues in nine of these. Sport-Thieme's range of merchandise
includes approximately 15,000 products spanning over 100 different types of
sport. To create product images and views for the catalogue and website,
Sport-Thieme used various stand-alone solutions that were high-maintenance and
required a large number of personnel. For this reason, the aim was to operate
the Dynamic Imaging, eCatalogue and eVideo creation processes via one
- Provide a more varied range
of product photos with improved quality
- Optimize image production
image production: A challenge for both back- and front-ends
required more varied product images for its company website. "We could see
that our previous stand-alone solutions for dynamic imaging, zoom, 360-degree
rotation and eVideo were reaching the limit of their potential," explained
Frank Wenzel, eCommerce Manager at Sport-Thieme.
image production process at this point was very laborious and
time-consuming," he continued. Product managers selected images for the
website and their selections then had to be manually created and saved in
multiple formats, with an additional photo for the zoom version, by the desktop
publishing team. Each of these images had to be manually named in the content
management system. Wenzel is convinced that "the entire process required
far too many staff members, who could have been better utilized elsewhere in
had two areas to work on at the time. On the one hand, the company was keen to
offer its customers an improved purchasing experience, with more varied product
images and general online product visualization with interactive zoom and spin
enhancements. On the other hand, the back end of the process also required a
more efficient image production and management procedure.
image creation and management with simultaneous product presentation
Scene7, Sport-Thieme's products can now be easily captured and delivered in
numerous image formats, including zoom views. The manual procedure for saving
the numerous versions of each product photo has been made completely redundant
— all of the required formats can be created from just one high-resolution
master image, including colour and sample views of the product in various
resolutions, sizes and formats, and all in high quality.
employing the Scene7 platform centrally, we are able to meet both front- and
back-end requirements at the same time," explained Wenzel. The work
processes in image production have been optimized and the product presentation
on the website has been significantly improved for customers. Last but certainly
not least, the purchasing experience has been significantly enhanced thanks to
better, more detailed and more varied product images, as well as the use of
to eCatalogue and eVideo
Sport-Thieme only wanted to streamline the image production process using Adobe
Scene7, but the comprehensive rich media solution has also been applied to
prepare images, videos and electronic catalogues. "We chose Scene7 because
it provides us with an all-in-one solution for images, video and electronic
catalogues," said Wenzel.
is already using the Scene7 eCatalogue solution on 10 of the 11
country-specific websites. As a web version could be created from existing
printed material in a simple and cost-effective manner, Sport-Thieme was able
to offer its catalogue customers their purchasing experience of choice,
boosting the multi-channel approach. Wenzel from Sport-Thieme confirmed that
"the catalogue solution is working extremely well. The catalogue PDFs are
generated automatically and link seamlessly with the shop."
Scene7 eVideo solution is also showing improvements. "Before we switched
to Scene7, the performance of the videos was so poor that we decided to remove
them," revealed Wenzel. However, the use of video is extremely important.
We will only remain competitive if we can present our products to our customers
in the best possible way. Thanks to Scene7, our videos are back online and I am
looking forward to the first tracking results," said Wenzel excitedly.
Sport-Thieme is currently leveraging Scene7 to host and serve 125 videos.
return on investment
implementing Scene7, Sport-Thieme's conversion rate increased by 3%. The time
required for image creation and management was cut in half, which was accompanied
by a reduced time to market for new products. "We now have more options
open to us, thanks to the shortened time to market and the increased
flexibility surrounding image material use," explains Frank Wenzel.
"Product managers can quickly upload pictures of the product or promote
products separately using additional incentives."
profit following the introduction of Scene7:
- 3% increase in online
- 50% less time spent on image
creation and management
About Adobe Scene7
Adobe Scene7, now
part of the Adobe Online Marketing Suite (OMS), powered by Omniture, is a
hosted solution for managing, enhancing, publishing and delivering dynamic
marketing assets and rich visual merchandising to Web, mobile, email,
Internet-connected displays and print. With Scene7, companies can grow
revenues, enhance customer experience and cut production costs via an
easy-to-use, Web-based system requiring minimal IT support. Scene7 is tightly integrated
with Adobe’s analytics & conversion products, which allow online marketers
to test, measure and optimize key messages; target specific segments with
relevant content; combine attitudinal data with analytics to better understand
behavior and leverage merchandising strategies to sell products and services.
Leading companies using Adobe Scene7 solutions include QVC, Harrods, Macy's, Office Depot, Polo Ralph Lauren, La-Z-Boy, Lands' End, Blockbuster, VF Corporation and Levi Strauss and Co. For more information about Adobe Scene7, visit www.scene7.com.
For further information please contact:
01273 779449 / 07985 297842