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Deliver a better
SHOPPINGEXPERIENCEacross all screen sizes
Why Unilever & Cambridge co-created
Mobile Ready Hero Images
Oliver Bradley @eCommerceULVR
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1.WHAT is a mobile ready hero image?
2.WHY we need better ecommerce images?
3. a) HOW people shop online? Shopper Truths
b) HOW hero images meet shopper needs?c) HOW hero images meet retailer needs?
4.WHERE TO NEXT? not just Unilever thing
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What is a mobile
ready hero image ?
1
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What is a mobile ready hero image ?
A category first approach developing better primary ecommerce images that
allow online shoppers to select the correct product faster (compared to conventional packshots) on all screen sizes / devices because the hero image allows
recognition of 4 basics
1.BRAND2.FORMAT3.VARIANT4.PACK COUNT / SIZE
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Why does CPG need
better ecom images?
2
Thanks to mobile, “I’m going shopping” has evolved to “I’m always shopping.”
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6
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Shoppers adopt smartphones as their primary connected device: Smartphone vs PC
Worldwide Device Shipments
SMARTPHONESHIPMENTS
PC SHIPMENTS
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https://www.globalwebindex.net/blog/the-changing-mobile-marketplace
91% adults own a smartphone - 2017
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January 2017
Mobile Dominates Screen Time“can’t stop checking my phone”
% Mobile share of screen minutesthe average smartphone owner engages in 76 sessions
(i.e. picks it up, uses it, puts it down) a day.
2,617 touches (clicks, swipes, scrolls) a day
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The m-commerce conversion gap (& what’s causing it)
Reasons given for not converting
Q3 2016
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ONLINEShopper Truths
3
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Truth #1
“Retailer.com traffic & transactions have both become mobilefirst”
Online Shopper Truth #1
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13
eCom becomes Mobile First Mobile Share of eCommerce Transactions by Country:
28%
35%
36%
36%
45%
49%
53%
55%
57%
65%
0% 10% 20% 30% 40% 50% 60% 70%
FRANCE
USA
NETHERLANDS
GERMANY
AUSTRALIA
SOUTH KOREA
UK
JAPAN
CHINA
INDIA
Q1 2016
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Truth #2
“People scroll faster onMobile & Tablet (finger) than Desktop (mouse)”
Online Shopper Truth #2
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On average, people consume mobile content on Facebook faster than on a desktop (1.7 seconds vs. 2.5 seconds) & scroll faster on mobile than desktop.
Source:
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Truth #3
“Most people shop online to save time, because its more convenient”
Online Shopper Truth #3
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Truth #4
“Our brains process
images 60,000x fasterthan reading text”
Online Shopper Truth #4
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*Omniture Clickstream from Tesco.com (2.4 million shoppers)
AVOID reading
VISUALLY SCAN images
IGNORE most other text
Eye tracking on mobile shows
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“Majority of EU Shoppers shop across devices and find
mobile more convenient as its always on them”
Online Shopper Truth #5
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HERO IMAGES
meet shopper needs
4
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What 4 Things Do Online SHOPPERSNeed to Know to Successfully
Choose the Right ProductOn Any Device?
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1. BRAND
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2. FORMAT
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3. VARIANT
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4. SIZE
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• What is the brand? maybe
• Is it 400 ML or 250 ML? - NO
• Is it shampoo or conditioner? - NO
- NO• Intensive Repair or Colour Care?
Cointo showRelativesize
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• What is the brand?
• Is it shampoo or conditioner?
• Intensive Repair or Colour Care?
• Is it 400 ML or 250 ML?
- YES
- YES
- YES
- YESCointo showRelativesize
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NOT all packs are square…
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What brand?
Maybe it’s Maybelline?
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FindingYour Eyelinershould not cause
eye strain
Laptop45mm
Tablet23mm
IMAGE SIZE
Mobile15mm
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What is an inclusive design audit?
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95%
100%
78%
96%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Read SIZE / Pack Count
Recognise VARIANT
Determine FORMAT
Recognise BRAND
Inclusive Design target: >75% of UK adultsWhat % could…
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0%
90%
50%
86%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Read SIZE / Pack Count
Recognise VARIANT
Determine FORMAT
Recognise BRAND
What % could… Inclusive Design target: >75% of UK adults
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HERO IMAGES
meet retailer needs
5
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Helping shoppers “see” our ice cream tastes awesome(& find their flavour fast)
before after
3.6%*
lift
*test with Retailer C
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A SIMPLER experience across
all screen sizes
*A/B split test with Retailer D
19.6% lift
A/B test*
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afterBigger branding
Clearer sub-range
No confusion onno. of each
Shoppers can see
“What’s inside”
before
+24%* lift
AB test
*A/B split test with Retailer B
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We open sourceda category led solution
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35 countries
73 retailers
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Not just a
Unilever thing…
6
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Bayer: mobile ready hero images
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Beiersdorf: mobile ready hero images
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GSK: mobile ready hero images
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Kimberly Clark: mobile ready hero images
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General Mills: mobile ready hero images
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Kellogg’s: mobile ready hero images
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Reckitt Benckiser: mobile ready hero images
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Nestle Purina: mobile ready hero images
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Mars Petcare: mobile ready hero images
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J&J: mobile ready hero images
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P&G: mobile ready hero images
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L’Oreal: mobile ready hero images
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Mars: mobile ready hero images
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Mondelez: mobile ready hero images
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Kraft: mobile ready hero images
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Nestle: mobile ready hero images
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PepsiCo: mobile ready hero images
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Danone: Mobile ready hero images
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a betterSHOPPINGEXPERIENCEacross all screen sizes
Our joint vision
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http://ecommerce.inclusivedesigntoolkit.com/1. Number of Brands live? BRAND ADOPTION
2. Retailers using? RETAILER ADOPTION
3. Countries using? GEOGRAPHIC ADOPTION
4. Multipack solution? VERSATILITY
5. Visually Consistent Category Solution?
7. Visual Acuity test with Cambridge pass?SHOPPER CENTRIC?
(Brand, Format, Variant, Size from 1m away 23mm image)
7. Guidance adopted by other suppliers / competitors? OPEN SOURCE?
8. Proven Uplift in Retailer.com AB tests?
200+
73
35
Yes
Yes
Yes
Yes
Yes
6. Proven in Quantitative Study with >100 shoppers? TESTING RIGOUR
Yes
8 C
RIT
ER
IA
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This isn’t religion -it’s design. Disagreements will happen as we work to an industry standard
The main thing is we keep learning, keep making things better for people wanting to use their mobile for online shopping,And we make decisions using data rather than opinion on what works