MADE.COM 利用 Cloudinary 优化其桌面和移动 CX
公司规模
Mid-size Company
地区
- Europe
国家
- United Kingdom
产品
- Cloudinary
技术栈
- Cloudinary’s Digital Asset Management (DAM) system
实施规模
- Enterprise-wide Deployment
影响指标
- Productivity Improvements
- Customer Satisfaction
技术
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 电子商务
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 零售店自动化
- 库存管理
服务
- 云规划/设计/实施服务
关于客户
MADE.COM 是一家数字优先的企业，十年前诞生，当时创始人对新公寓缺乏设计精良、质量上乘且价格实惠的沙发感到沮丧。MADE 秉持着“每个人都应该拥有优秀设计”的信念，其品牌承诺是提供高品质的独家设计，并以负责任的小批量生产模式为基础，帮助客户实现他们对家的愿景。MADE 还坚信，其客户旅程必须尽可能多地在线上重现实体体验。作为一家领先的数字生活方式家居品牌，在全球七个地方设有体验式展厅，用户从其桌面和移动在线业务获得的客户体验 (CX) 必须达到绝对最高标准——就像其精心挑选的制造商和材料一样——最近使用 Cloudinary 技术重建的网站已经满足了这一标准，保证了 MADE 的购物者所喜爱的那种引人入胜的视觉体验。
挑战
作为数字优先的生活方式品牌，MADE.COM 的客户旅程始于线上，也终于线上。虽然购物者可以访问 MADE 在英国和欧洲大陆的七个展厅之一，亲自体验其家具和家居用品，但他们仍然需要通过该品牌的网站进行最终购买。通过强大的生活方式摄影以时尚的方式展示产品是 MADE 的优势之一。然而，随着公司的发展，一些关于如何定位和调整图像大小的原始决定已经过时。由于像素化，产品列表页面无法显示高分辨率图像。上传多种尺寸的资产变得困难。MADE 团队决定在 2020 年 3 月解决这些问题，并确保网站的移动版本（作为获取渠道的重要性迅速上升）得到充分优化：至关重要，因为移动设备现在占所有 MADE 流量的一半以上。
解决方案
作为 MADE.COM 网站更新的一部分，需要解决两个主要问题。第一，高分辨率图像需要在整个网站中随处可见；第二，需要全面转向移动友好型。Cloudinary 提供了实现这两个结果的最佳方式。现在，至少要为产品拍摄三张不同的照片（横向、方形和人像裁剪图），然后以至少 4000 x 4000 的分辨率加载到 Cloudinary 中。然后，Cloudinary 系统会自动生成最合适、质量最高的图像，适用于用户访问的任何设备屏幕和渠道（网站、移动设备、付费、社交等）。Cloudinary 的灵活性使 MADE 团队能够针对各种用例使用相同的解决方案。为了将有影响力人士的用户生成内容 (UGC) 纳入 MADE 的营销活动，Cloudinary 的数字资产管理 (DAM) 系统满足了品牌的工作流程需求。凭借特殊访问权限，MADE 可以顺利管理审批流程，以验证权限并在将内容移入公共收藏之前进行必要的编辑。之后，用户可以使用标签和关键字搜索媒体库，以找到在网络、社交和电子邮件上开展营销活动的相关资产。
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