Wiggle is rolling out '360 spin' imaging of all of the products it sells – where comsumers can take control of an image and view a product from many angles.
The technology – also used by Selfridges, Halfords, Dixons and Schuh – has so far been trialled by Wiggle for three months across different product categories, including bikes, running and cycling shoes. A significant sales uplift has been recorded for those product categories using spin, against products with static zoom and alternative image options only, Wiggle said.
In the roll out products including running and cycling clothing, cycling helmets, sunglasses and bike component will get the 360 treatment.
“We introduced 360 spin photography to enhance user experience on the site but the business case for it is strong – so much so that we’re building a photographic studio on-site to reflect the healthy increase in sales,” said Thomas Dibley, Wiggle's cycle marketing manager. “360 imaging will also play a big part in our individual brand marketing plans this year, where we work with those featured on the site to enhance their retail space.”
Wiggle previously shot all product photography at SpinMe’s studio in Cheltenham. SpinMe is working with Wiggle to set up a large on-site photography studio which will use SpinMe’s unique hardware – FotoRobot, which allows precision 360 shots to be taken – along with SpinMe Studio Professional imaging software to create all product images for the website.
“We’ll be focusing on enhancing our international operations in 2012, and the good thing about the 360 product images we create is that they are internationally understandable – they don’t need to be localised for each website,” Dibley added.
There's an example of the 360 spin tech here.