ImagesMagUK_November_2020

garment details. 3. The decoration shot: A flat image of the entire decoration area(s), large enough and clear enough to let the customer see the artwork in its entirety. 4. The texture shot: A carefully lit, often off-angle shot that shows a tightly focused section of the decoration to reveal any specialty textures and materials. It’s the dimensionality and texture that lends embroidery its luxurious and costly appearance. Show the relief, the lustre, the shine and shadow inherent in embroidered decoration. With speciality threads, appliqué and other surface treatments, this can be particularly enticing. Your images, taken together, should be functional – showing product features and revealing qualities to address customer questions before they arise; brand building –reinforcing the style and message of the store/client; and aspirational – telling a story that describes a desirable outcome for the customer who is buying the product. Store copy considerations Tempting as it can be to copy and paste catalogue descriptions, your store copy can and should be so much more than reproductions of that basic content. Your copy can present a case for your product and answer critical customer questions, however it should also include specifications and you should describe how you are solving customers’ problems. Aim to answer the following questions on behalf of the customer you want to target: ■ Why do I need this? ■ Where and when would I use it? ■ How does it feel? ■ What is it made of? ■ How does the fit run? Final tips Curate your collection Select a collection of garments at various price points that are reliably available and uncomplicated to decorate as your primary offering and either move those to the forefront in their own collection or present them alone with the understanding that a customer who doesn’t find something they want in your collection can request an extended catalogue from you. If your customers frequently slow down in the discovery process due to ‘paralysis by analysis’, reducing their choices to a smaller set of ‘known good’ garments can help speed up and simplify the ordering process. Eat your own cooking Throughout the process of creating and establishing your site, walk through the entire discovery and purchasing process, attempting to look at it with fresh eyes. Create an order, pay for it, approve your art, etc. This will help you find areas of friction in your customer’s journey through the site. Moreover, you can only give adequate customer service if you are personally acquainted with the user- side functioning of every stage of the purchasing process. Make it the best method, not the back- up If you want customers to use the site of their own volition and without prompting, it needs to be categorically the easiest and best way to take on the task of buying. Look for ways to add value or make things easier, whether that means that the purchasing process is simpler, payment is easier or more secure, shipping/fulfilment is done in a way that makes distribution easier, or past order information is more accessible. Whatever task troubles your customer, make your online store discharge it with the most ease. In conclusion No matter what style of online store you decide to pursue, the purpose behind it shouldn’t only entail being present online. In this case, simply showing up isn’t enough. Always aim to provide unique value that only the ecommerce store can create; whether that is ease of use, informational access, online-only perks, or other privileges. Test often, eliminate all the friction you can, and don’t be afraid to present your particular style and culture. All in all, whether it’s online or off, remember that your brand isn’t only your logo, business name, or slogan: it’s every part of the experience your customer has in working with you. Don’t let your website be the weak point in an otherwise excellent experience. KB TIPS & TECHNIQUES www.images-magazine.com 32 images NOVEMBER 2020 Erich Campbell is an award-winning digitiser, embroidery columnist and educator, with more than 20 years’ experience both in production and the management of ecommerce properties. He is the programme manager for the commercial division of BriTon Leap. www.erichcampbell.com The ability to self-serve and select from specific logos can be a major draw for a company that operates in multiple regions or has multiple divisions. These co- branded sites can help bolster your image as well as serve your customer with easier ordering This digital mock-up garment image is not retail quality, but for a uniform site it provides basic functionality: the button placket, collar style, sleeve length, and pocket details are all visible, as is the placement and relative size of the decorations