For the study, Scene7 surveyed 65 online and multi-channel retailers in October, asking them their plans for rich media applications. Almost seven in 10--68%--said they currently deploy or intend to deploy a feature allowing consumers to see different views of a product. Sixty-three percent also said they offer, or soon will offer, the ability to zoom in on a product.
Merchants surveyed also rated zoom, visual product configuration, color swatching, and online monogramming as "effective" or "very effective" in generating purchases. Seventy-eight percent of respondents deemed zoom effective or very effective, while 76% said the same about visual product configuration, 75% for color swatching and 73% for online monogramming.
More than half of the merchants surveyed said they were planning to implement new rich media features on their Web site within six months, and 14% said they would add the new features within three months. Eight percent said it would take more than a year to do so.