Alexandre de Vigan of Nfinite Transforms Visual Merchandising

Nifnite intends to revolutionize the eCommerce sector with an innovative category termed “eMerchandizing.”

Alexandre de Vigan, Founder and CEO of Nfinite

What motivated you to establish Nfinite?

I founded Nfinite based on the conviction that as eCommerce accelerates, businesses must abandon outdated practices and adopt a novel and transformative approach. I refer to the development of product images for eCommerce and various digital platforms.

Daily, an increasing number of product photographs are posted to digital platforms; nevertheless, this is where the bottleneck arises. Product-centric photographic production is exceedingly inefficient. Moreover, the situation deteriorates as one scales. Conventional photoshoots are prohibitively costly and unwieldy. Payment is required for setup, photography, logistics, and additional expenses. Furthermore, you are constrained by illumination, geographical position, and other additional elements. For marketing teams, it is a hard and time-consuming endeavor, as they must schedule their shoots months in advance and are unable to modify the images thereafter. Following all the complications, one receives a restricted quantity of product photos with constrained usage rights.

As market demand for hyper-personalized marketing increases, businesses and retailers want a broader array of product pictures to accommodate the diverse demographics, preferences, locations, and emotions of their target audience. Consequently, marketers are now tasked with producing not five additional photographs, but rather 50 or even 500. The linear scaling of activities will not suffice to achieve their objectives.

Nfinite is establishing a novel category termed “eMerchandizing,” which is transforming the fundamental notion of visual merchandising. Nfinite focuses on generating an endless array of images through limitless iterations, all without initiating the cumbersome production process.

What is the method to accomplish this?

A new concept transforms the world not gradually, but exponentially. We represent the "automobile" that Henry Ford unveiled to the public, rather than the "faster horse" that people desired.

Nfinite is a comprehensive solution utilizing CGI technology to generate, exhibit, and administer limitless product graphics, addressing the scalability challenges encountered by contemporary marketers. We accomplish this by developing a digital model (CGI/3D) of a product, enabling content producers to effortlessly integrate it into customized lifestyle backgrounds suitable for various audiences, seasonal campaigns, and diverse digital formats, thereby generating an unlimited array of options to engage consumers and drive sales.

Create unlimited images with just a few clicks

What is the rationale for your entry into the Asian market, and what are your aims in this endeavor?

We are establishing our operations in Asia due to the region's advanced digitalization and the prevalence of online purchase compared to the global average. As to an eMarketer research, the area constitutes the greatest market for retail eCommerce, with digital sales of almost US$3 trillion in 2021, with growth rates threefold that of North America and nearly quintuple that of Western Europe. I contend that it constitutes a natural market for us.

In addition to size and potential expansion, market maturity indicates that merchants may be more inclined to adopt disruptive solutions to enhance differentiation and remove themselves from competitors. Our solutions can be customized to meet client requirements. I am confident that new digital trends are emerging in this region that we are beginning to observe. Influencer marketing is significantly important in Asia. Brands may enhance their symbiotic relationship with influencers by producing images that align with their styles. We anticipate investigating additional prospects in this region.

For a startup, penetrating several Asian markets presents significant obstacles. What is your strategy for addressing them?

We are acutely cognizant of the intricate complexity inherent in each Asian market. The degree of eCommerce penetration in the retail sector varies, and consumer shopping behaviors exhibit considerable diversity. We have therefore resolved to depend on local skills to effectively address the distinct requirements of each company: cultural considerations are paramount, and every customer should receive treatment according to their preferences.

We are confident that competition is intense and retail firms are seeking chances to enhance their competitive edge. Asian organizations have a greater propensity to utilize technology for the enhancement of customer experience. Consequently, we believe we possess significant growth potential in that area.

We are advancing swiftly by establishing offices in the Greater China Region, Japan, Australia, and Singapore, which will function as our regional center.

What has been the impact of Covid-19 on your business?

Nfinite is ideally suited for the Covid-19 pandemic. Conventional photography sessions necessitate interpersonal interactions and the manipulation of things. Due to numerous travel limitations and restricted physical interaction, many vendors have adopted our service. Our strong software and network of CGI artists were all that was required to satisfy our clients. In a certain regard, we may assert that we are a Covid-resistant company.

Secondly, Covid-19 only serves as a significant catalyst for pre-existing trends. In relation to eCommerce, we were anticipated several years ahead concerning acceptance. eCommerce merchandising significantly relies on graphic content. Marketing research indicates that 93 percent of consumers regard graphics as a crucial influence in their purchasing decisions for products or services. Humans are inherently predisposed to appreciate visual imagery. Observe how children become enthralled by visuals and films. Images evoke emotions that are crucial for our brain's decision-making process; they form the foundation of our purchasing choices.

Regrettably, numerous firms were ill-equipped for this transition and were unable to expand their online operations due to visual production constraints. Producing numerous graphics at a low cost without compromising quality is really tough. Nfinite is among the few organizations capable of scaling graphic production for content-intensive merchandising objectives.

What are your primary challenges?

Initially, brands and retailers are only starting to recognize the swift advancement of eCommerce and digital merchandising. However, they may be unaware that a remedy is available in the marketplace. We must exert additional effort to emphasize their existing and prospective challenges through education and explicit communication. We must cultivate a sense of urgency, akin to the period when corporations were indecisive about establishing a brand website or creating a social media presence.

Secondly, akin to any innovative solutions, we are contending with antiquated systems and entrenched behaviors. Brands possess established teams, processes, vendors, and budgetary allocations. It would be presumptuous to request our prospects to entirely discard their current practices. We are dedicated to assisting early adopters in transitioning to this new eMerchandising epoch.

Moreover, mass customers are not the sole individuals affected by appealing visuals. Asia possesses a substantial array of ODM (Original Design Manufacturer) entities eager to market their meticulously crafted products to global businesses. It is imperative to instruct these ODMs that compelling product imagery may distinguish them from their competitors beyond mere pricing and specifications.

What is your perspective on the future of Nfinite?

We recognize that we are entering an era of hyper-personalization of material. Due to CGI, brands will soon be able to better refine their content for more specific audiences. Upon capturing your product as a 3D model, you may generate an unlimited number of photographs tailored to each customer segment. I contend that CGI will provide brands with unprecedented access to customer intimacy. The need for high-quality images in merchandising is increasing significantly.

The Metaverse transcends hyper-personalization. Marketing teams must guarantee their visual assets are entirely compliant with the stringent 3D specifications of the Metaverse and Google's new 3D-focused search engine. Nfinite utilizes its advanced 3D rendering technology to deliver images suitable for both Web2 and Web3 apps, facilitating a seamless transition for businesses. Utilizing a native 3D catalogue, they will generate an ample amount of content for their product pages, websites, social media platforms, and metaverse experiences.

Modify your sceneries to engage different types of audiences

Share the most significant lesson you have learned as a successful CEO of a digital start-up.

A significant lesson I have acquired over my Nfinite journey is the paramount significance of attention. Initially, we pursued other opportunities; but, I have now refocused the company on what is truly essential: developing the premier, customer-centric visual production tool for merchandising.

Simultaneously, we are establishing an entirely new market category in this instance. No established best practices are available for adherence. We should refrain from hastily presenting our answer and instead allocate additional time to develop a seamless process that facilitates our clients' adjustment to this new reality.