A newly-created specialist business aims to help high street and online jewellery retailers increase sales through the launch of an affordable packshot photography service.
Packshot photography is an image of a product on a white background and an important stimulus for generating sales, particularly online. It is used by major retailers to increase product engagement and sales, and research has shown it can increase online conversion rates by 88%.
Newly launched Summerleigh Photography specialises in jewellery photography and more specifically packshot imagery for digital retail platforms and printed promotional materials.
The ultimate goal of the business help high street and online jewellers bolster business and compete with major jewellery brands.
The company has been launched by professional jewellery photographer Lucy Davies who has worked in the jewellery industry for more than 15 years, most recently at one of the UK’s biggest independent pearl wholesalers – Raw Pearls. For the last three years she has led the business’ photography and marketing activity.
Davies, who has a BA (hons) degree in Photography, says of her latest venture: “With the ‘browse first, shop after’ mentality of today’s consumer generation, high quality product photography is imperative to increasing footfall in jewellery retail stores. In fact, 62% of consumers research online ahead of visiting a store to shop.”
She continues: “Online jewellery sales however continue to grow and if you run an e-commerce website, high quality product photography is a key conversion tool with rates increasing by 88% when quality packshot imagery is used. It’s what the customer sees first, and over half feel imagery is more important than product descriptions.
“In the consumer mind there is also a strong link between the quality of image and the quality of product. This is why packshot photography has been used successfully by major brand retailers for many years, but this type of photography hasn’t been as easily accessible to smaller independent jewellery retailers. I want to support these businesses by giving them access to an affordable service that can have a real impact upon their sales growth.”
Miranda Raw, director of Raw Pearls, says her business has benefited firsthand from the impact of Davies’ photography.
She shares: “Raw Pearls’ reputation has been built upon delivering the finest quality pearl products for our customers. Yet it can be difficult to encapsulate this quality visually, which is a problem many retailers will recognise. This is where Lucy’s photography has been truly transformative.
“Her product imagery has been fundamental in increasing our sales and that of our customers too in what is an increasingly digital marketplace. She produces consistently high-quality images and importantly understands the jewellery retail industry.”
News Source: professionaljeweller