The importance of data in e-commerce photography

Why is data important for fashion brands and retailers?

Now, more than ever, personalizing your customers’ experience with your brand while simultaneously making smart internal decisions based on aggregate data is key for brand loyalty, increased sales and profitably. In this highly competitive e-commerce landscape companies that lean into technology to help increase conversion, revenues and profits will come out winners. Brands and retailers that automate internal processes, personalize customer experience and reduce waste, both physically from over-buying and momentarily through markdowns lean even more into data and AI to complement their company initiatives.

What kind of data is most important for e-commerce apparel retailers and brands?

Sales Data: Learn which products are selling, which aren’t and empower your buying teams to drive profits through targeted purchasing based on actual sales data and customer behavior, even micro-trends in specific markets or among specific customer profiles.

Product Data: Some types of data that can be important for conversion when it comes to apparel products include product images, detailed product descriptions, size and fit information, customer reviews, and pricing information. Additionally, information about the materials used in the product and any relevant brand or designer information can be helpful for consumers in making a purchase decision. Looklet can help you capture all of this data and more at the start of the image production process. Connect your internal systems to Looklet and merge various data points in the production, sales, and end-of-life cycle of your garments.

Customer data: Your customers are increasingly expecting a tailored experience when shopping online as well as free shipping which, given an average 25% return rate on apparel, means eating into profit margins. Looklet’s latest release, Looklet Dressing room, allows not only virtual try-on capabilities directly integrate to your product page, but also can serve as a treasure trove of information on buying behaviors.

How Looklet can help: Looklet Data and Looklet Dressing Room Use Cases

1. Tailored Product Suggestions on your Product Description Page:

Combine Looklet Image data with your own algorithms for predicting customer buying behavior, using Looklet Dressing Room as a data collection tool. As your clients play and style you gain valuable insights to their specific shopping behaviors and can make insights into your categories and items themselves.

Looklet images contain metadata that can be customized to your needs and follow your images all the way from shoot to sale. Combining item data with your customers’ data unlocks more opportunities to give your customers the right product at the right time based on their own buying behavior, customer profile and life-cycle stage.

This metadata can also be used to easily create the Shop the Look feature allowing you to upsell directly through the product page by suggesting styling pieces to complete the look of the main item.

20% increase in page views when retailers provide outfit suggestions on PDP.

14% Lower bounce rates enjoyed by the retailers who show outfit suggestions.

Source: Findmine, Research study

2.Looklet Dressing Room as a tool for improved customer experience and conversion potential.

Customers want to see your products on a variety of model-types. Set- up the Looklet Dressing Room and allow them to simply click and see your items on a variety of different body types.

The Looklet Dressing Room also allows you to offer your clients wardrobing and enhanced styling inspiration. By saving all their previous purchases in the Looklet Dressing Room wardrobe your customers can instantly style your latest items with last season’s purchases. Allow them to see final styled looks without ever leaving their home.

3. Improve Buying Strategies and Increase Profit Margins using Item Data

Track sales performance based on your relevant metrics, whether regional patterns, seasonal, customer age or size. Combining item and sales data means your buying behaviors can be more targeted and with advances in AI your data can work to predict future buys. Aim for less over-buying, poor product distribution and mark-down losses.

The metadata on all Looklet images, follows throughout production, retouch, delivery and publication for your items. With our API’s it’s possible to connect your internal systems to support existing or new digital strategies for data collection, analysis and AI-driven feedback.

In summary data can not only improve your internal process but can help create a unique and quality customer experience for your business – something that research indicators can attract and retain loyal clients. In today’s fast-paced, saturated apparel market brands that think forward and implement strategic data initiatives will come out on top.

Suggested Reading:

Geek meet chic: Four actions to jump-start advanced analytics in apparel – a McKinsey & Company Article

image sources: LINK

Curious About Our Game-Changing Technology?

Discover how our AI powered e-commerce solution combines the best of both worlds: real and AI generated models, along with advanced virtual dressing room technology to enhance your digital dressing experience. If you’re interested in learning more about how we can support your brand, feel free to reach out to us through the ‘Contact Us’ form at the bottom of this page!