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Using dynamic imaging to create off-pack communications

Suppliers and retailers are encouraged to use e-commerce image solution providers like Amplience to create off-pack communications within image tiles using ‘dynamic imaging’. The dynamic imaging process can be summarised as follows:

  1. The suppliers and their design agencies create the digital pack, which is a representation of the physical pack that is optimised for e-commerce.
  2. The suppliers decide whether complementing the digital pack with off-pack communications would be helpful. If so, they enter the data for these off-pack communications into a database. For example, they can specify the product size, and choose whether to use SI units or another unit that has been previously approved by their retailer partners. They also choose what words should appear in a strip (if any), and specify the colour of the strip (if used).
  3. The solution provider creates multiple versions of the images. These include one with no off-pack communications, one with a size lozenge (if specified), and one with a strip and size lozenge (if specified). This process can be automated at scale using JavaScript.
  4. When the retailers request an image from the solution provider, they can specify whether they want the version of the image that has a strip (if available) and/or a size lozenge (if available).

This is recommended as the best-practice approach, because:

  • It works at scale, with current technology in use by retailers, and without requiring retailers to consider whether each individual image should or should not have off-pack communications.
  • It is guaranteed to work cross-platform, on a global basis, in all retailers, and is stable across all browsers on desktop and mobile and within retailer apps.
  • It guarantees consistency in the styling of off-pack communications, because these are generated automatically by a computer, rather than manually by a human. The database interface can also prevent suppliers from:
    • Using non-standard units,
    • Entering too many characters for the text in the strip,
    • Entering words for the strip that are not part of the product title,
    • Changing any aspect of the visual design of the off-pack communications.
  • It makes the best use of the limited screen space available on mobile devices. This is because it presents off-pack communications within the image tile for products that need them, and allows these communications to be omitted when they are not required. This is more space efficient than presenting size universally in a separate position in the retailer interface.
  • It empowers retailers to choose whether they want images that contain size lozenges and/or strips.
  • It enables a compliant approach for Google’s shopping feed, which requires images with no off-pack communications whatsoever.
  • It provides a strategic approach that allows brand teams to simultaneously satisfy competing demands from retailers who prefer images with strips, and retailers who do not accept images that contain strips, without creating separate images for each.

Amplience offer a dynamic media imaging service. This kind of service is recommended as best practice for producing off-pack communications.

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