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While the news has been filled with images of the Pope and others in puffer jackets created by AI, many overlook just how existing tech can already play a significant role in creating image-based content for retailers.
Brands and retailers today must be active on many channels to stay competitive, making content even more important. Companies must find solutions that work across all media types to keep up. However, producing visual content to sell and market products takes time, effort, and planning, especially when it involves traditional photo shoots.
This was exactly the problem facing GALEC, a divison of European retailer E.Leclerc – and it has found an interesting and cost and time saving solution in CGI.
Jean-Philippe Marazzani, Chief Marketing Officer of GALEC explains, “At E.Leclerc, we make detailed plans around sales forecasts and how our offerings are structured one year in advance. Because of our huge production volumes, this is the best way to know how much content we need. Because our photo shoots take about five weeks, we have to think in advance about who we want to target, what media we’ll use, and anything else we need to anticipate — even the unexpected.”
For retailers who market via print and direct mail, the rising costs of inputs like paper make digital solutions even more imperative. From 2020 to 2022, the price of a ton of paper quadrupled. “Some retailers have decided to reduce the number of catalogues and distribution locations they send, or even outright eliminate them for certain operations and instead focus on digital media,” says Marazzani.
E.Leclerc set out to find new technology that didn’t rely on traditional production methods and the delays and constraints that come with them. They wanted a digital solution that accelerated and simplified content production across various formats and channels, all while keeping costs low. The solution had to cost the same or less than paper.
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