Retail and e-commerce visual differentiators

This page explores how to leverage Cloudinary to set your brand apart with dynamic and immersive media. Discover strategies for creating personalized assets, automating image-to-video transformations, integrating interactive and 3D product visualizations, and incorporating user-generated content (UGC) to enhance engagement.

Personalization at scale

Personalized images and videos enhances customer engagement by customizing product visuals based on user preferences, behaviors, and actions. Cloudinary enables brands to dynamically generate personalized assets at scale, improving customer experience and conversion rates.

Examples of personalized images and videos:

• Custom engraving and branding: Allow the user to select a t-shirt style and color, and enter their name and number. Generate an image with the requested shirt and personalizations. Watch this app in action:

• Dynamic banners for targeted advertising and abandoned cart reminders: Generate personalized sales banners based on browsing history. Here's an example:

• AI-powered color replacement: Allow users to preview products in different colors.

  In this example, e_gen_recolor:prompt_dress;apply-to-tier_(2);to-color_800020 recolors the third most dominant color in the dress to burgundy, and e_gen_recolor:prompt_jacket;apply-to-tier_(0);to-color_800020 recolors the most dominant color in the jacket to burgundy.

• Textured images and overlays: Uses transparent PNG overlays for customized textures.
• Background swaps for localized campaigns: Adjust backgrounds to fit different campaign themes and locations.

  In this example, see the original background swapped with an empty beach, using this transformation string: e_gen_background_replace:prompt_an%20empty%20beach:

For more advanced background removal and refinement, see FinalTouch.

Images to videos

E-commerce brands can enhance product presentation by dynamically converting images into engaging videos.

Examples of image-to-video transformations:

• Zoom and pan effect: Adds movement to static images.

  In this example, watch the e_zoompan:mode_ofl;maxzoom_2;du_8;fps_40 transformation in action.

For more information, see the zoompan method of the Transformation API and read the Add Motion to Your Pictures blog post.

• Product color change animation: Generate GIFs showing products in different colors.
• Auto-generated product highlight reels: Combine multiple images into a product video.

Interactive video experiences

Interactive videos engage customers more effectively than static product images. Cloudinary enables brands to add overlays, clickable elements, and tracking effects.

Examples of interactive video experiences:

• Shoppable video overlays: Let customers click on items within a video to explore or purchase them.

  Click the video below to see the video in action:

  
  

For more information, see Video zoom.

• Object tracking: Ensure product highlights move dynamically with items in a video.

  In this example, the dress object is being detected, the layer is positioned above the people ensuring that it's visible for both, and the size adapts to always be 50% sized relative to the tracked people:

For more information, see Dynamic video overlays.

3D and immersive experiences

Cloudinary supports 3D product visualization and immersive content to help brands stand out.

Examples of 3D and immersive experiences:

• Increase work efficiency: Render high-quality 2D product images from 3D models for marketing use, reducing the need for traditional photography. Utilize 3D renders as design blueprints that you can share with manufacturers.
• Enable 360° spin views: Display interactive product views using Cloudinary's Product Gallery Widget.
• Optimize augmented reality (AR) experiences: Deliver 3D previews for mobile and augmented reality commerce with Cloudinary's Dimensions product.

  Here's an example of a product gallery displaying each of the different types of assets, all generated from the same 3D model. Notice how the 3D asset (second to last thumbnail) loads in the 3D viewer, allowing you to inspect the product from all angles or view it in AR.

User-generated content (UGC)

Brands use UGC to increase engagement and conversions. Cloudinary helps manage UGC efficiently.

Common uses of UGC in e-commerce

• Customer reviews and ratings
• User-submitted images and videos
• Social media content (e.g., Instagram hashtags or posts)
• Testimonials and product usage images and videos

Cloudinary features for UGC

• Upload Widget: Provides a simple interface for customers to upload assets.
• Moderation tools: Ensure content meets brand guidelines.
• AI-powered transformations: Auto-crop, resize, and enhance assets dynamically.
• Optimization: Improve loading speed with automatic compression and formatting.

For more information about handling UGC, see User-generated content.