v1.0 December 2019

Customer journey interim photography guidance

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Customer journey photographyCustomer journey photography is used extensively throughout our business particularly for marketing purposes. It’s a key part of explaining to customers what happens when they have an eye or hearing test with us. Not only does it put people at ease, it’s also a great way of demonstrating expertise and care.

We have taken time to test the process and define principles for customer journey photography and are mid way through this journey. In the interim we have documented some guidance for asset production. Across all our territories there are many different looks to our customer journey from how the store is designed, to the uniforms and the equipment that we use. The one thing that is consistent with all of our stores is the amount of equipment and accessories in our test rooms which, while necessary, can look quite cluttered in photos. This makes photographing in a live store very complicated.

It is not easy or even an option to move machines, unitary, wires etc around and therefore the shots can become too real and not directed to be the best they can be. We want to show our customer journey in the best light and focus on the individuals in the imagery; the interaction between our colleagues and our customers; and the equipment in use - without being distracted by cluttered or untidy backgrounds.

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Test roomsTo avoid this situation, we have decided to photograph the test room scenarios in a studio-based environment where we are able to build a two-walled test room. This will enable us to get much better angles on all parts of the test due to not having width restrictions. We will also be able to remove all wires that can clutter an image and shoot through equipment to deliver depth in our imagery.

To light this environment, we will use a consistent light and not flash that replicates a daylight warmth. It will be important to ensure that the interaction between colleague and customer is real and not posed, this should be in our conversation REALSTYLE way and this will show the human side to our imagery. A shallow depth of field, wider angles (shot from distance not using a wide-angle lens), and natural lighting will help with all of this.

Store floorTo make sure that we are able to move unitary around or mask off areas it will be important to shoot the store floor part of the journey either in a mock store or a store that has been newly fitted and at times when it is closed to the public. This will allow us to consistently light the areas with daylight lighting and also to craft images of the customer journey to look clean, uncluttered but with that REALSTYLE interaction between colleague and customer.

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Guidance for interim photoshoots If there is a need to take any customer journey images for interim measures please ensure that you consider these points:

• Declutter the background

• Use REALSTYLE conversation between subjects in the image.

• Shoot with depth of field in the images

• Use natural light (or bring in natural lighting no flash)

• Retouch out where needed

• Ensure all uniforms are clean and pressed and have no additional badges on lapels etc or anything that may date the image

• Consider all formats where your images may be seen when shooting, so think about how different images will crop for online banners in comparison to a leaflet. Always add depth to your image even if you are cropping to a banner.

Re-touched image examples

Cluttered image examples

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Any queries or feedback please email askgroupbrand@specsavers.com