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BizReport : Ecommerce archives : January 15, 2007

Rich Pickings With Rich Media?

Scene7 survey reveals 2007 will see big rich media enhancements for online and multi-channel retailers.

by Helen Leggatt

In a new survey by Scene7, the Rich Internet Experience 2006 and Beyond, 65 online and multi-channel retailers were quizzed on their 2007 rich media implementation plans.

Over half of the respondents, 68 percent, said they planned to implement new rich media features on their website within the next six months. 14 percent said they would add new features in the first quarter of 2007 and just 8 percent said it would take more than a year to implement any new features.

“As eCommerce matures, the importance this channel plays for companies doing any type of business online is increasing,” said Doug Mack, CEO and founder of Scene7. “Rich Internet features and applications are critical for companies to differentiate themselves and drive incremental revenue by offering users unique online experiences.”

So how are online retailers using, or going to use, rich media? It seems richer imagery, alternative views and gift suggestions were the leading features planned. Survey respondents cited the most effective rich media features all involved improving the presentation of products online with zoom (78 percent), visual product configurators (76 percent), color swatching and coloring (75 percent), online monogramming (73 percent) and alternative views (73 percent) topping the list.

Rich media applications such as JavaScript, Ajax and Flash have experienced strong growth over the past few years, with 98 percent of those online possessing some kind of system, according to recent research.

Tags: rich media, Scene7, survey

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