A recent global survey conducted by Cloudinary, the image and video platform for many top brands, has revealed that effective use of visual content in e-commerce marketing can significantly reduce product returns. The survey highlights the importance of managing visual content intelligently to enhance the buying journey for consumers and save retailers billions of dollars each year.
The Cloudinary Global E-Commerce Survey, conducted by independent research company Researchscape International, polled 2,693 consumers across Australia, Germany, the UK, and the US between March 27 and April 11, 2023. The results were weighted to be representative of the overall population by country, age, and gender.
According to the survey, detailed and realistic product images can play a crucial role in reducing returns and abandoned carts. National Retail Federation (NRF) data shows that consumers were expected to return $816 billion worth of retail merchandise in 2022. For every $1 billion in sales, the…
average retailer incurs $165 million in merchandise returns. Nearly 30% of respondents reported returning goods because the products did not look as expected on the website, while 46% abandoned carts of clothing or shoes due to uncertainty about fit.
The same group said they would be more likely to buy if they had access to helpful media such as 360-degree images (57%), 3D models (53%), and user-generated content (UGC) videos (50%).
“The Cloudinary survey underscores the significance of visual content in e-commerce marketing for reducing returns and enhancing customer experiences.
It proves by leveraging visual marketing effectively, brands can not only engage their audience better but also save billions of dollars in return costs,” said Retail Expert, Jeanel Alvarado…
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