Swiftspins, or 360 degree product spins, are tipped to be one of the fastest growing product display systems on the internet, and are leaving traditional still photography in their wake as internet shoppers demand more and more from their online shopping experiences.
In fact, in a recent survey by one of the World's leading software companies, 91% of online shoppers asked said that the ability to spin products 360 degrees was deemed 'most useful' when making their purchasing decisions. Furthermore, 360 degree spins were the highest ranked 'planned' rich media by retailers in 2009 and looks set to remain so in 2010 and beyond.
360 degree product photography is a process whereby multiple photographs are taken of a product as it revolves on a turntable. These images are then merged in a computer program to create an interactive 'Swiftspin' which allows them to be viewed very quickly one after another to create the illusion of movement - a digital end-of-pier peepshow if you like. Simply by clicking and dragging on the Swiftspin, the website visitor is able to see all around the item including zooming in to see detail.
The technology is rapidly being embraced by online retailers, especially those in the fashion and footwear industries, where buyers need to see products in detail and all the way around before purchasing. Swiftspins give them the best possible view online, in fact it is the closest they will get to physically handling a product in-store.
You may think that today’s uncertain financial climate is the worst possible time to invest in such a new idea, but it seems not. While some retailers cut back on their spending, canny marketeers are taking advantage of the falling prices for 360 degree product photography, with some suppliers providing Swiftspins for less than a traditional flat shot. When you realise that the images used to make up the rotations are high enough resolution to be used in print too, you can see the thinking behind the investment.
But it’s not just the large retailer brands who are introducing Swiftspins to their websites, the smaller independents are finding that it is affordable for them too and they’re making the most of being able to compete with the ‘big boys’.
It just goes to show, if your customers demand change then you’d better join the revolution, if not you may find yourself going round in circles.
To view examples of Swiftspins please visit http://www.swiftspin.co.uk.
