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Case Study
Mars Petcare Optimizes Digital Shelf Imagery for Global Audiences with Vizit
How the global Mars Petcare team drove 30% conversion uplift, measured in ordered units, faster than ever before with Vizit’s AI-powered visual optimization insights
The Challenge
Mars Petcare sought to identify high performing images within the pet food category on ecommerce sites like Amazon and Chewy, among others. As an expansive team operating across multiple countries, they needed a solution that would allow them to take into account consumer preferences by region while also improving brand consistency and creating standards for scalable, repeatable visual excellence.
The Solution
Vizit offers Ghirardelli an AI-powered solution to measure visual effectiveness, enabling their ecommerce and creative teams to identify and optimize underperforming product images. After integrating Vizit’s Conversion Optimizer into Salsify, Ghirardelli’s product experience management platform, the team could automatically reorder product images based on Vizit’s proprietary effectiveness score before distributing content to retailer sites, maximizing their PDPs’ conversion potential.
Mars rolled out the Vizit platform to the global design and marketing teams to identify and validate optimized product images for their ecommerce pages. Comparing results across audiences allowed Mars to identify regional trends and best practices for specific retailers. Global teams were also able to collaborate more efficiently thanks to the shared language and common learnings.
30% conversion uplift, measured in ordered units
30% faster content development time driven by objective measurement
The Result
Ghirardelli’s recent optimization efforts with Vizit’s platform and new Conversion Optimizer App within Salsify resulted in significant improvements in both Amazon conversion rates and team efficiency. The most impactful change has been their team’s ability to quickly evaluate PDP image performance and receive real-time feedback on optimization changes by simulating their customers’ visual preferences using Vizit.
The Mars Petcare team was able to prove a correlation between higher Vizit Scores and online conversion across global audiences. For one set of SKUs on Amazon, Mars experienced a 30% conversion uplift, measured in ordered units, following image optimization. The findings influence the design process, giving creatives a thorough brief of opportunities, obstacles, and best practices at the outset.
“Before Vizit, Mars never had a way to determine the imagery and design elements that contribute to conversion. Vizit gives us an anchor point to measure how relevant and effective our images are for our audience, and we have proven that higher Vizit Scores on our content have helped to contribute to up to 30% conversion uplifts, measured in ordered units. We are now reporting on our Vizit Scores in nearly a dozen countries, and Vizit’s software has become a critical part of our infrastructure as a global organization.”
Roman Vorobiev
Director, Design and Artwork Management | Mars Petcare
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