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Halfords experiments with green screen technology

Bike retailer Halfords is using technology typically reserved for fashion retailers as it looks to enhance its online imagery.

The UK-based business, which also specialises in automotive parts and repairs, is utilising green screen technology to support the launch of its new Boardman clothing range.

By partnering with SpinMe, which provides studio management and photography services for businesses, Halfords is aiming to increase its merchandising versatility and show its online product images in more granular detail. The technology, which includes 360 spin and 3D imaging, is designed to allow retailers to showcase features such as zips, fastenings and stitch work in a clearer manner for online shoppers.

Ben Towers, digital studio manager at Halfords, said: "The phenomenal increase in our customers using 360 spin highlights the need for quality imagery options that are as advanced and detailed as possible.

"Although it’s clearly a cycling brand, we want people to view the new Boardman range as a fashionable performance range. We're displaying images of the products in a similar way to fashion retailers such as Topshop, Uniqlo or H&M."

The SpinMe technology is also used by the likes of Selfridges, Vente Privee, Tesco, Wiggle and Schuh. US customers include Macy's and Home Depot.

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