From the desk of Lisa Lopez
According to a report from ShipStation that surveyed 8,000 households across the US, UK, France, Germany, Canada, Australia, Italy, and Spain, most consumers shop online and in-store on the same customer journey, with fewer exclusively browsing and buying online.
Looking at purchase behavior across online and in-store channels for non-food items, the survey revealed the majority (62%) of shoppers start their journey by browsing online, versus 38% who start by browsing in-store.
The reality of our omni-channel marketplace is that you have to be diligent to ensure your product images are of the highest quality everywhere they appear in order to protect the integrity of your brand. For example, product images may be used in all of these mediums:
- Print ads
- Free-standing inserts (FSIs)
- Store flyers
- Direct mail pieces
- Shelf signs
- Small, medium, and large displays
- Exhibit backdrops
- Marketing collateral – brochures, placards, signage
- Your website and social media sites
- Retailer and blogger websites
- Third-party seller web sites
- Online advertisements
Investing in professional photographers who are experts in their field is worth it because they understand the many uses the product images may be used for, as well as how to best showcase your brand. Your chosen photography studio should be aware of those tricks and/or techniques.
For your own marketing purposes, it is best to have what are often known as “lifestyle” shots of your product. These images are designed to show off your product(s) in a setting that enhances your product’s appeal or helps tell a story. They could show the product(s) in use, utilize softer lighting, or feature the brand in the midst of a decorative setting. The goal is to show and strengthen your brand’s personality and consumers’ perception.