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Online department store uses Abode multimedia hosting and interactive publishing platform to target mobile devices

Online department store uses Abode multimedia hosting and interactive publishing platform to target mobile devices

 

Very.co.uk has been revealed as the first retailer in the UK to implement the Adobe Scene7 platform to deliver rich media video and images to mobile devices.

 

Very.co.uk launched its iPhone and iPad shopping app in April 2010 to enable mobile visitors to browse and shop its entire fashion collection while on the go.

 

Through Adobe Scene7, the app allows visitors to zoom in to view intricate detail on main product images and alternate views, as well as watch full screen videos. Since April, the app has been downloaded over 50,000 times.

 

Building multichannel strategy

 

“The app is part of our multichannel strategy to make all products and content available on any device and any browser,” said Neal Preece, e-commerce development director at the Shop Direct Group.

 

“We know that customers who watch product videos on our e-commerce sites tend to make a more considered purchase, and we wanted to replicate the same, detailed customer experience on the Very.co.uk mobile app. The Adobe Scene7 platform has been an invaluable resource for us in delivering rich experiences - whether it’s online shopping or using a mobile, our brand is accessible to consumers every way they like to shop.”

 

Very.co.uk is aimed at fashion-conscious and tech-savvy consumers and is part of Shop Direct Group, the UK’s largest online and home shopping company.

 

Very.co.uk currently offers more than 1,800 product videos on its e-commerce website, which are now all accessible on its iPad and iPhone app. Adobe Scene7 allows mobile shoppers to easily select items to zoom in on for extra detail using a pinch and zoom touchscreen feature, and to examine alternate views and video clips, helping them make a more informed purchase.

 

Faster time-to-mobile market

 

Shop Direct also plans to use the rich multimedia platform to launch two other mobile-optimised e-commerce websites in 2011.

 

“Mobile consumers are becoming more sophisticated in the way they shop, driving the need for retailers to develop and publish rich content to multiple marketing channels,” said Kevin Lindsay, Omniture business unit group manager of conversion optimisation at Adobe.

 

“In a recent survey we conducted of leading enterprises worldwide, 80% of respondents cited plans to deploy rich visual merchandising features for mobile commerce over the next 12 months. Adobe Scene7 enables marketers and retailers to leverage a single platform to deliver the same immersive experiences to mobile as they can online, reducing the resources required to publish to each channel.”