oliver bradley experience design director...

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Oliver BradleyExperience Design Director

Housekeeping

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Clavis Insight: The Global Hub of eCommerce Intelligence

Today’s Speaker

Oliver Bradley leads Experience Design for Unilever’s Global eCommerce team in addition to leading the Open Innovation initiative with Cambridge University which has helped to create the global standard for mobile ready hero images.

Mill

ions

90m

Smartphone is still the NEXT BIG THING

https://www.globalwebindex.net/blog/the-changing-mobile-marketplace

125

104

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96

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148

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0 100 200 300 400 500 600

Japan

Canada

Germany

India

Australia

UK

USA

Brazil

China

Indonesia

Daily Distribution of Screen Minutes, By Country

TV Laptop + PC Mobile (Smartphone + Tablet)

Source:Mary Meeker

State of the Internet 2015

“because PC purchasesstill represent the majority of online shopping transactions…”

13

Mobile is fast becoming THE primary platform for eCommerce.

Mobile Share of eCommerce Transactions by Country:

28%

35%

36%

36%

45%

49%

53%

55%

57%

65%

0% 10% 20% 30% 40% 50% 60% 70%

FRANCE

USA

NETHERLANDS

GERMANY

AUSTRALIA

SOUTH KOREA

UK

JAPAN

CHINA

INDIA

Source: Criterio Q1 2016

4 – 4.3 in3.5 in

4.7- 5.1 in

5.7 in

5.5 in

http://www.digit.in/mobile-phones/4.7-inches-is-still-the-favourite-screen-size-report-27993.html

Can you read this?older shoppers have poorer eyesight

*Omniture Clickstream from Tesco.com (2.4 million shoppers)

https://youtu.be/1223GTQQctE

•

•

•

•

•

•

•

•

Mobile ready hero image (Cambridge Standard)

Conventional packshot

16 mmMobile

23 mmTablet

48 mmLaptop /Desktop

Hero Images vs. Packshots

Laptop

Tablet

Mobile

: MOBILE READY HERO IMAGES

Retailer.com feedback

95%

100%

78%

96%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Read SIZE / Pack Count

Recognise VARIANT

Determine FORMAT

Recognise BRAND

Inclusive Design Std: 75% of UK adults

0%

90%

50%

86%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Read SIZE / Pack Count

Recognise VARIANT

Determine FORMAT

Recognise BRAND

Inclusive Design Std: 75% of UK adults

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Hero images delivered a significant sales lifts vs. conventional pack shots on all screen sizes in quant studies with 3000 shoppers on Amazon mobile & desktop

Shampoo(mobile)

Shampoo(PC / Desktop)

Hair Spray(mobile)

+14%+8%+4%

Relative increase in product selection vs. Conventional Pack Shot Source: SKIM research Dec 20143000 shoppers Quant

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10%

25%

26%

28%

32%

34%

34%

37%

45%

None of the above

On-pack graphics

Visual representation of product variantand/or benefit

Clearly illustrates pack features

Visually stands out from others

Size of product image

Visual representationof product size

Clarity of product type / format

Clarity of brand

Reasons why hero images are better(closed-end question) “I like that I can quickly

see the size of the product”

“I like the way the deodorant comes out from the holes. It

looks like it will be well distributed on the armpit.”

“I like seeing how the product will be dispensed”

“Excellent view of how the product is used to

apply to the underarm!”

“Bold color, eye catching, amount listed and easy to

read”

*A/B split test with Retailer A

(& find their flavour fast)

before after*test with Retailer C

*A/B split test with Retailer D

^*A/B split test with Retailer B

Open Sans typeface: CONSISTENCYBrand led typeface = INCONSISTENT.

Variant Colour in Large stripBrand Colour in Size lozenge

Wrong Colours for callouts.

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NO

Q2: Is the format /product type obvious from the pack?

NO

Q3. What’s the aspect ratio of the pack?

PORTRAITFORMAT NOT OBVIOUS, PORTRAIT PACK =Vertical stripe and size go along the right-hand edge

• Brand teams may choose whether or not they want to add off-pack communications

• If off-pack communications are added, they MUST follow the rules for positioning below:

Q1: Is the pack square-ish?YES SQUARISH = Use full canvas

Off-pack communications are not required and not helpful

LANDSCAPE FORMAT NOT OBVIOUS, LANDSCAPE PACK = Horizontal stripe and size go along the bottom

FORMAT OBVIOUS =Size only (bottom right)

Use generic square lozenge

Except laundry (already established category standard lozenge)

YES

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So where are Unilever’s mobile ready images live?if you search Dove Bar, or Ben & Jerry’s on all of the sites below you will see our hero images

US: Walmart, CVS, Walgreens, Peapod.comUK : Asda.com, Sainsburys.co.uk, Superdrug.com, Tesco.com and Morrisons.comIE (Ireland) Tesco.ieFR (France) Auchandrive, Chronodrive, Auchandirect, CarrefourDrive, Coursesu.comCA (Canada) Well.ca, Walmart.caNL (Netherlands) Appie.NL (Ahold) Plus.NL, Kruidvat.NL (goes live this week)DE (Germany) Rossmann.de, dm.deIN (India) Bigbasket.com Nykaa.com, Snapdeal.comES (Spain) Ulabox.com, CarrefourSupermercedo.ES, ElCorteIngles.ES, hipercor.esSG (Singapore) Redmart.comAU (Australia) Woolworths.com.au, Coles.com.auPH (Philippines) puregold.com.ph, lazada.com.phBR (Brazil)netfarma.com.br, paodeacucar.com.br, deliveryextra.com.br, paodeacucar.comSE (Sweden): mathem.se, mat.seTR (Turkey): Migros sanalmarket.com.tr hepsiburada.com/ID (Indonesia) lazada.co.idTH (Thailand) lazada.co.thAR (Argentina) walmart.com.arBE (Belguim) delhaize.be

We track whether hero images are live using Clavis

Exact No MatchPartial Hero Image Missing, No Match

Hero Image Missing

Questions and Answers

Oliver BradleyGlobal eCommerce Experience Design

Director

Global Edge Ecosystem Integration & Alliances

Solution & Innovation Excellence

Proven Value Creation & Thought Leadership

Here to Answer Your Questions: Clavis Insight, the Global Hub of eCommerce Intelligence

Our technology visits online retailers anywhere in the world…

…captures anything the shopper might see on desktop, mobile web or mobile app…

…and delivers actionable insights to drive sales, increase share and win at the digital shelf

Solution & Innovation ExcellenceWe are the Leader in online retailer Monitoring & Analytics

Questions and Answers

Oliver BradleyGlobal eCommerce Experience Design Director

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