Blog

Is Olapic a vision for the future of multi-channel retailing?

Retailers can now create "look books" from consumer photos in real time.

May 21, 2014 by Chris Petersen — Owner, IMS

Offering a multi-channel experience is no longer optional; it's a requirement for retail success. The challenge for retailers is how to acquire and manage the rich content required to improve the consumer experience. If a picture is worth a thousand words, photos of consumers using a product are worth even more. Olapic is a new platform that enables retailers to harvest consumer-generated photos to enrich the shopping experience in all channels. "Selfies" might just be replacing models in product photos as retailers build "look books" to replace catalogs.

The retail challenge of rich content and visualization

In the "old days" of retailing, elaborate photo shoots were orchestrated in order to romance products, primarily for catalogs. These "professional" photos were expensive, often involved models and studios. They required a long lead time (weeks) to shoot and produce. However, this expensive visual content was essential for catalogs, merchandising and print ads.

Today's omni-channel world literally moves at the speed of clicks and touches on mobile devices. Consumers will not wait weeks for product shots … they want to see the latest fashion now, with multiple views. Numerous shots of different colors and options are expected. Today's consumers are less concerned with professional models and would prefer "real." Retailers are replacing traditional catalogs with "look books" – curated collections of product photos by consumers, including consumers wearing/using the products.

Olapic's solution is unique: Photos by and for consumers

We have written previously about the power of social media. Pinterest is one good example of the power of visualization to engage. Pinterest is nothing but pictures. Savvy retailers like Nordstrom have harnessed the power of Pinterest to solicit consumer feedback on what future products should be included in assortments.

Olapic has created a platform whereby retailers can harvest and compile photos from social media images. There are literally billions of images being posted by consumers on Twitter, Facebook, Instagram, etc. Olapic enables retailers to search for images that portray their brands and products. Think of it as an alternative source of real time photos taken by actual consumers of products they prefer, and of themselves wearing or using the products. While certainly not as flashy as photos with models shot in a studio, they have an authentic quality that can appeal to consumers.

Digital cameras are literally everywhere, including good quality ones in today's smartphones. The result is that consumers are sharing more photos with their social network than ever before. And, rather than a stylized view from the studio, consumers tend to shoot photos as they and their friends see the world.

Toms Shoes has essentially been using this process of consumer photos since their inception. Toms not only uses consumer photos in their product shots, but engages consumers in their major events like "One Day Without Shoes." Olapics has taken the process of consumer photos and content to a whole new level by making it available online in an efficient search platform. Creating a "look book" has never been easier for a retailer.

Compelling benefits of Olapics solution for retailers:

• Almost unlimited supply of visual content
• Real time photos of both products and real consumers using them
• Extremely low cost for visual content
• Streamlined search by hashtag and key words
• Compelling ways to engage consumers in retail brand and experience

Steve Madden is a retailer using the Olaptic solution for content. They ask consumers to take selfies of themselves wearing the company's shoes and post them with the hashtag #stevemadden. Not only does Steve Madden get free visual content, they get the buzz factor and word of mouth marketing of consumers talking about the experience, and looking for their photos on Steve Madden's home page.

Retailers are struggling with the vast array of content required for multi-channel retailing, and how to keep it current. This is especially true today when the majority of consumers are beginning their shopping journey online. Visual content is not only compelling, it is also overwhelming and costly to keep up to date. Olapic offers a real time platform where consumers become part of the solution and producers of rich visual content.

Olapic may offer the greatest potential for smaller retailers who cannot afford professional photography and digital content management systems. Yet, Olapic's client list includes some of the biggest brand names in retail: Steve Madden, Coach, Zulily, Lancome, Hard Rock … and even Walmart. It would seem that big brands are already seeing the consumer experience potential as well as the significant cost savings for visual content.

Big question: When does Olapics cross a line and offend?

It's great for retailers to have this almost infinite source of free visual content from social media. But, when does grabbing a photo from Instagram or Facebook offend a consumer? Who owns those photos posted by a consumer? Are social media photos public domain and not subject to any rights of use?

The terms of service (that no one reads) specified by Twitter and Facebook cover posting and use of photos. Yet, I could see how a consumer who suddenly sees their selfie in an ad might be offended. And offended consumers know how to shout on social media. The practical solution is probably some form of opt-in permission, or at least some provisions for using photos that consumers have themselves labeled with hashtags.

Olapics is a creative and breakthrough solution for compelling visual content and consumer engagement. But, to paraphrase the saying about Vegas, what gets posted on Instagram, might not stay there. If you don't want your selfie of you in a speedo in an online ad, think twice about what you post on your social media accounts.

About Chris Petersen

---

None

Connect with Chris: