Halfords has tested green
screen technology for the first time to support the launch of its new Boardman
clothing range, following an increase in customers
using advanced imagery options when shopping online.
The bike and car accessories retailer has partnered with online
imagery expert SpinMe to shoot the cycling fashion line and create high quality
interactive images with green screen automation. Halfords’ investment in spin
technology – where browsers take control of an image and view a product from
every angle – has seen a 37 per cent year on
year growth in the number of spins viewed on its retail websites by customers
at the end of its financial year in 2015.
Green screen technology offers Halfords greater merchandising
versatility, allowing it to display products in situ, and achieve a superior
depth of product image where customers can view granular detail such as zips,
fastenings and stitch work normally only visible instore.
The clothing range is a new addition to the exclusive Boardman
collection at Halfords, which also features the award-winning Boardman bike
range. The cycle clothing line will appear alongside all other products,
inspiring shoppers to ‘complete the look.’
“The phenomenal increase in our customers using 360 spin
highlights the need for quality imagery options that are as advanced and
detailed as possible,” said Ben Towers, Digital Studio Manager at Halfords.
“Although it’s clearly a cycling brand, we want people to view the new Boardman
range as a fashionable performance range. We’re displaying images of the
products in a similar way to fashion retailers such as Topshop, Uniqlo or
H&M. Our aim is for customers to feel good in what they are wearing while
knowing it’s beneficial to their cycling performance.”
Halfords has worked with SpinMe for the past two years.
“Green screen technology is a unique way of enhancing intricate fashion
details and styling online,” said David Brint, CEO of SpinMe. “Halfords
understands that displaying items in a sophisticated way reduces returns and
increases buyer satisfaction. We are experiencing an extremely competitive time
in the market where retailers will succeed by addressing these areas and
creating a truly interactive shopping experience.”
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