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Visual Vitality: How Kohler's Images Drive Sales
Kohler is revolutionizing how shoppers perceive kitchen and bath products through the power of imagery. By offering numerous, consistent high-quality images across various marketplaces, Kohler not only keeps its brand presentation uniform but also focuses on improving consumer confidence during the purchasing process. According to Connor Bennett, Associate Channel Manager at Kohler Co., the right imagery can serve as a powerful catalyst for conversion. The company is diligently updating its visual content to reflect its product features more accurately, showcasing advancements in finishes and technologies that appeal to today's homeowners.
The Art of Effective Product Visualization
With an average of 12-15 images per product, Kohler is particularly meticulous about which types of images accompany each item. For example, a shower door might require up to 17 images to adequately capture its features while a simpler product like a shower pan only needs about seven. This strategic selection helps highlight specific features, such as Kohler's deep basin sinks, where images with informative overlays provide key insights right where consumers look first—avoiding the need for scrolling.
Going Beyond Traditional Practices: Embracing Human Creativity
Kohler’s commitment to enhancing its product detail pages is remarkable, especially as they choose to rely on human creativity instead of generative AI. By investing in meticulous digital renderings that ensure consistent quality, Kohler underlines the importance of brand integrity. While this method is time-consuming, it promises to be worth the output, allowing for a consistent imagery aesthetic that reflects the quality Kohler wants to be associated with. Bennett stresses that it is crucial for consumers to engage positively with products, especially when higher price points are involved.
Beneath the Surface: The Importance of Detailed Information
Kohler also recognizes the strength of detailed information presented below the fold. With countless options available, providing comprehensive details further down the product page allows customers to make educated choices. As Bennett notes, distinguishing themselves from competitors via informative features can sway a consumer who might be on the fence about a purchase. By enhancing below-the-fold content, Kohler addresses the consumers' need for assurance and clarity before making high-stakes decisions.
Leveraging Technology for Omnichannel Success
The partnership with VNTANA exemplifies how Kohler is using innovative technology to further enhance its product offerings. With VNTANA’s 3D Digital Asset Management platform, Kohler was able to centralize its content and dramatically boost eCommerce conversion rates by enabling immersive visualization experiences. This transition not only eliminated manual workloads but also optimized 3D assets for various retail platforms, leading to a cohesive omnichannel presence.
In the world of B2B sales and marketing, Kohler serves as a case study in how adopting a holistic approach to product visualization can yield substantial returns. Brands seeking to innovate should take a page from Kohler’s book, recognizing that impactful images, detailed information, and a strong brand narrative are integral to their marketing strategies. As Kohler continues to navigate this journey towards improved branding and customer acquisition strategies, other companies can glean invaluable lessons from their transformative experience.
Successful brands are those that view their products through the eyes of consumers, creating a seamless blend of education and aesthetic appeal. It might be time to reflect on how your own approach to product detail can use the same transformative insight that Kohler exemplifies. Consider the next steps for updating your visual and informational content and see how they can elevate your brand to new heights.
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