This is part 2 of a two-part article about how online visual merchandising can maximise the impact of online product photography in order to replicate the customer experience that merchandising can achieve on the high street. Here we focus primarily on clothing retailers and their choice between flat product shots, mannequins and models.
Part 1 Part 2
In a bricks-and-mortar store visual merchandising is able to create an emotional engagement with the customer by targeting all senses using fine-tuned visual displays, audio, physical textures and even fragrance. On the internet there is really only one sense to target and that is vision – this is why the online visual merchandiser must strive above all else for photography that is immaculate. (It may be argued that a website could also provide music but this is considered very high on the list of design annoyances and rarely implemented in e-commerce.)