The brief
More than 263 million American consumers (over 80%) shop online and this number is projected to increase to 291 million by 2025, according to Statista figures.
Since August 2020, Aire has been working with Crayola to bring their extensive product portfolio to life through fully optimised ecommerce content suites, to enhance their consumers online shopping experience. Crayola tasked Aire with developing new optimised image suites for the digital store for each of their portfolio products ranging from drawing, painting, toys and craft kits to name a few.
Crayola agreed on a suite of 6 images to be created for every product under a variety of their ranges. The criteria for the images required was to show usability, features, a clear product description and an in-situ image, led by a hero and packshot image to clearly communicate to the consumer what was included inside each product. These would be used across the biggest online shopping platforms in the US, ranging from Amazon, Walmart and Crayola.com.
What we created
Our expert ecommerce content design team have worked on a whopping 125 different SKUs (Stock Keeping Unit), totalling 750 images and with still more to come! Ranging from ‘Silly Scents’, to ‘Art with Edge’, to ‘Colors of Kindness’, we have created a set of 6 images that can be adapted to apply to each SKU in the range.
The result
After the first set of suites were created in 2020, Crayola put these to the test and fed back with the following results.
‘Scribble Scrubbies Tub Set’
· Conversion % increased 5 percentage points year-on-year after CGI went live on Product Detail Page (PDP)
· Best Sellers Rank (BSR) also increased from 333 to 15 year-on-year
‘24ct Mini Twistable Crayons’
· Strong sales during the Back To School (BTS) season, and internal inventory constraints resulted in 100% Out Of Stock (OOS) during the time of the CGI test.’
– Stephanie Hudson, Brand Content Manager, Crayola US
These positive results are extremely exciting and we look forward to creating even more images for Crayola to keep them ahead when it comes to optimising all ecommerce content for their vibrant products, making online shopping a joy for Crayola consumers in the US.