{"id":25655,"date":"2022-11-07T08:00:00","date_gmt":"2022-11-07T15:00:00","guid":{"rendered":"https:\/\/cloudinary.com\/blog\/?p=25655"},"modified":"2024-06-06T12:47:57","modified_gmt":"2024-06-06T19:47:57","slug":"content-velocity-shrinking-time-to-market-while-meeting-consumer-expectations","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/content-velocity-shrinking-time-to-market-while-meeting-consumer-expectations","title":{"rendered":"Content Velocity: Shrinking Time to Market while Meeting Consumer Expectations"},"content":{"rendered":"\n

 A recent industry report<\/a> stated that e-commerce will account for 20% of global retail sales by the end of 2022, up from10% just five years ago. Clearly, the genie is out of the bottle. If a brand is going to stay relevant and competitive they\u2019ve got to up their e-commerce game, adding another layer to the e-commerce cake is consumer expectations. Visitors to e-commerce sites expect an experience on par with an in-store visit, one that makes the shopper feel like they\u2019re getting the help, information, and engagement they would in real life. Whether it\u2019s spin sets, shoppable videos, or AR\/VR, brands need to create the kinds of rich media content that produces the experiences customers expect.<\/p>\n\n\n\n

In this post we\u2019ll explore some of the challenges brands need to overcome, like getting from photoshoot to web in just a few steps, and how it\u2019s possible with Cloudinary.<\/p>\n\n\n\n

Challenge #1: Accelerating the Content Workflow<\/strong><\/h2>\n\n\n\n

Rich media files go through a long and complicated journey from the production studio to the photo and\/or video editors, to the creative desks, and finally the front-end developers. Factor in multiple iterations, approvals, last minute changes, etc. and before you know it days, even weeks have passed. <\/p>\n\n\n\n

Most of the lag time is caused by manual, time-intensive processes. <\/p>\n\n\n\n

No one in the workflow is spared. Often during production different file formats need to be accounted for, adding time to shoots and more raw files to be edited. When it comes to time for creative review there are dozens of variations to examine. By the time the media reaches development there are still more micro-transformations that need to be completed or compressed in order for the images to load fast, on the right device, in the right format. All while the clock ticks\u2026  <\/p>\n\n\n\n

One brand, James Hardie<\/a>,  the global leader in interior and exterior building products, was all too aware of how the complex content workflow was impacting their time to market. What nudged them into action was a significant uptick in ecommerce. After a reevaluation of their strategy James Hardie moved to Cloudinary\u2019s Digital Asset Management platform and centralized its image assets. The move to a single, accessible image repository available to multiple teams streamlined workflows and resulted in:<\/p>\n\n\n\n