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Retail Technology, Retail technology News

Anthropologie adopts rich media

Friday December 24 2010

Introduces Adobe Scene7 on UK website as international expansion plans continue

Introduces Adobe Scene7 on UK website as international expansion plans continue


Anthropologie has rolled out the Adobe Scene7 platform for rich media imaging and video on its UK website as its international expansion plans continue.


The fashion and home decor lifestyle retailer, a US brand and subsidiary of Urban Outfitters, also intends to use Adobe Scene7 technology across future European website launches in other languages such as French and German, to ensure a consistent online customer experience.


Anthropologie is a multichannel retailer, trading instore, online and via catalogues. Its UK website launched earlier this year in March.


“Our aim is to achieve global consistency with our online customer experience – we’ve looked at what’s worked in the US and implemented that best practice here,” said Michael Robinson, head of e-commerce for Anthropologie Europe. “Our products are highly detailed, so we know that when customers are able to zoom in to closely inspect and ‘feel’ each item this has an impact on sales and reduces return rates.”


Repurposing creative content efficiently


Its website,, is primarily using imagery created in the US, which is then served in the UK. Product pages show colour availability and alternative views, while pull-out zoom functionality allow consumers to drill down and see fine details. There are also full screen view options for all products.


Robinson continued: “Being able to use imagery created centrally in the US on all other sites saves time and cost as we don’t need to recreate everything. This will help to facilitate future international growth.”


In 2011, Anthropologie will add new functionality to its UK website. It will also be looking at using mobile to reach customers.


“Anthropologie is famous for its in-store atmosphere and stunning displays, so implementing rich media best practice is a natural extension for the retailer,” said Sheila Dahlgren, senior director of product marketing for Adobe Systems. “Utilising existing assets across websites in different territories means the company doesn’t need a huge team.”