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 Industry: Apparel & Accessories, Furnishings & Decor Solution: Dynamic Imaging, eCatalogs 
Challenges:
Founded in 1992, Anthropologie is run by a small group of people dedicated to bringing the best of other cultures into American culture. Anthropologie buyers spend well over half the year traveling through Europe, India and the Far East, combing through flea markets, antique shops and estate sales for inspiration. Anthropologie was looking to bring its print catalogs online while adding a “high” touch shopping experience to its e-commerce website. Best Practices:
Anthropologie initially selected Scene7’s full-service hosted eCatalog option to get its first print catalogs online. With Scene7’s full-service offering, Scene7 performed all the creation, publishing and hosting of Anthropologie’s online catalogs. Recently, Anthropologie moved to Scene7’s “self-service” hosted offering so that the company can use its own internal resources to easily publish its online eCatalogs. “We worked with Scene7’s full services team first to create the eCatalog,” said Ranjana Sharma, Manager of E-Commerce for Anthropologie. “It was very easy for us to get that first catalog up. Since we have incredible talent in our staff, we have brought the eCatalog authoring in house using Scene7’s self service ASP network. Because we publish up to 10 catalogs a year, it was more cost-effective for us to bring the eCatalog production internal. We are even planning to use Scene7 to test eCatalog concepts with our consumers—providing us invaluable market data.” Anthropologie also recently implemented Scene7’s Dynamic Imaging Solution (image zoom/pan and dynamic sizing) to offer online customers multiple product views and enable them to zoom in on details from the front or back, similar to the way they would inspect merchandise in retail stores. Scene7’s Dynamic Imaging capabilities allow Anthropologie to automatically and dynamically generate any required image derivative from single master images and image commands – including different crops, sizes, formats and resolutions. Results: Scene7’s self-service ASP solution has improved production cost and time up to 3X for Anthropologie while improving the multi-channel shopping experience for its customers – without straining Anthropologie’s in-house technical resources or requiring additional capital investments. Having its in-house staff control the content creation and publishing process will enable Anthropologie to realize a lower total cost of ownership over time as it continues to add eCatalogs and new products to its website. Anthropologie is also planning to add more of Scene7’s rich media platform including personalization, templating and layering in the near future. “The scale of what we can accomplish from an image production perspective with Scene7 is unbelievable,” said Sharma. “Before Scene7, we were limited to showing one or two images of a particular product on our website. Now we can expand that to eight or nine different versions – with a reduction in time and costs. We would have had to hire two additional people to match what one person and Scene7 can accomplish. Now our production people only need to work with a single high resolution image and can concentrate on the quality of that single image. The addition of Scene7’s zoom gives our customers a “touch and feel” shopping experience – to make shopping our online store closer to how they would shop in our retail stores. We have greatly improved the customer experience and transformed the way we produce imagery across our entire website.” To Clients Overview  |
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