oliver bradley experience design director...
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Oliver BradleyExperience Design Director
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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
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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…”
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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)
•
•
•
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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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