E-commerce Link: Show and Sell
A Basic Example
Let’s look at simple image production first. We will assume that your product pages specify a main product shot sized at 200 by 300 pixels. You first would store a large, high-resolution image—perhaps 600 by 900 pixels and 400 dpi—of a product in your back-end system. While setting up this product image via your Web site’s administrative interface, you simply would tell it which master image to use. Your Web site already has the 200 by 300 size parameter hard-programmed into it.
As that product page starts to load on the shopper’s browser, the system automatically will grab the large master image, reduce the resolution to the standard 72 dpi, size it to fit the 200 by 300 pixel space, and place it on the page in real time.
Using the same procedure, you automatically can create tiny images for thumbnails, medium-sized images for cross-sells and many others. But resizing is only the beginning.
The real power of dynamic merchandising becomes apparent when you delve into its merchandising capabilities. Here are four applications:
1) E-mail campaigns. You can use dynamic imaging to customize the Web site images you display to recipients of your e-mail campaigns. Let’s say you have identified a customer group that responds well to limited-time offers for apparel. You assemble an e-mail targeted to this group offering 20 percent off all slacks and shirts, for one day only. As is standard practice for e-mail like this, you include a source code so your Web site recognizes these recipients when they click over to your site.
Once the customer arrives at your site, the source code triggers a number of powerful changes. First, it launches a landing page with customized messaging, images and, say, three kickers at the bottom. The kicker images are popular shirts and slacks, and they all have a small graphic of a “burst” superimposed over them, with text reading “20% off today only.” Through its dynamic image overlay feature, the imaging application has placed your customized merchandising message over the image itself.