There’s never been a better time to take the plunge into CGI marketing, says Neil Buckley-Jensen, founder and owner of Chilli Pepper Designs – whose impressive visualisation work is informed by his own experiences of taking new product to market firsthand, through his Indesign Furniture brand.
How have Chilli Pepper Designs’ services evolved in the past 12 months?
We have learnt a lot in the past year. We’ve had to, because we have grown at such a fast pace. We have invested in superior modelling software and interior styling within the business, to better control all aspects of projects generally, and enabling clients not to get too involved in projects – which they shouldn’t have to be. After all, we’re commissioned to provide a service and end product. We don’t expect Indesign Furniture’s customers to have to make their own cabinets!
Has your customer base grown much?
Yes, it’s grown significantly over the past year. This includes retailers, manufacturers and wholesalers across the UK and worldwide. We generally don’t mention the clients we represent as we prefer to be more discreet – we encourage our clients to enjoy the fact that their imagery is so good, customers think it’s actually high-class photography! We find most of our clients tell customers it’s actually CGI, and often refer us to other companies by way of reference.
Has the business changed in line with these developments?
It has become more streamlined, efficient and customer-centric. Our imagery has naturally evolved as well, and continues to get better and better. In just two years, our imagery is world class and award winning.
Because of our efficiencies and ways of working, we’ve got a far more cost-effective offering compared to most other CGI companies – and especially so, if you compare it to traditional photoshoots.
For example, to model eight pieces of cabinet, build two adjoining rooms like a dining room and lounge to create lifestyle images, dress the rooms and style completely, get cameo shots, get cut-outs at multiple angles, with no forced restriction on the amount of images supplied, a complete designed moodboard and scene plan, and your own account manager, stylist, interior designer, modellers and CGI artists to develop world-class imagery on your behalf without you even leaving the office, for possibly less than £1000 (depending on complexities) is a real bargain – especially when you understand all of the other benefits we throw in!
Is there any emerging tech you feel you’re getting to grips with ahead of your competitors?
We’ve capacity for 360° modelling and rotations with ‘tap-to-open’ doors and drawers, and also changing the colours/materials for each product as required by the client. Then there’s augmented reality (AR) technology, where you can see the product in your own setting (it’s amazing – you can even be visualised on a chair that’s not even in the same room!). We’re starting to roll this technology out to clients along with our CGI.
Also, specific customer engagement systems to give seamless updates, so the client can track progress without even having to be on a call with us or email us. Just log in at any time of the day or night – everything is at the client’s fingertips, 24/7.
Do you feel the industry’s traditional attitudes to photoshoots versus CGI are shifting?
With the pressures of shipping, costs, stocked warehouses, etc, people are moving more into CGI. They have to. With exhibitions looming and the need for product photography to sell from – coupled with warehouses full of stock, so limited pipeline preparation and product photography, and the need to sell stock whilst in an economic downtown – there are massive savings/benefits in CGI costs compared to traditional photoshoots and marketing, including a reduced carbon footprint. CGI is the best option and alternative. Once done, there’s no going back – you can sell new product before it even leaves the factory.
What’s the biggest challenge in conveying the benefits of your services to prospective clients? What’s holding them back?
CGI previously had a bit of a stigma attached, in some people’s views. It’s been the elephant in the room – along with the old, ‘You can’t sell furniture unless the customer comes and feels it.’
We know we’re in the business of creating imagery for our clients to buy from without physically going to stores to touch and feel a product, and lockdown was the perfect storm to prove that (and it did). Convincing clients that this can be achieved by CGI has been the biggest challenge. We knew it worked, as our furniture business’ growth has doubled on the back of CGI. Getting others to believe it and have faith has been tricky, but once they try it they don’t go back!
About 60% of people who know of CGI don’t use it because they don’t understand it. We hold the client’s hand through the whole process, and that enables them to trust us. Upon seeing the final results in terms of imagery, they’re generally frustrated they didn’t start with us earlier – especially when they compare traditional photoshoots to the CGI and see how much time they save, plus their minimal involvement and huge time and cost savings. Honestly, once you’ve tried CGI, you won’t go back!
Why should interested parties choose you over your competitors?
We started life as a furniture company, and created a sister CGI company because there was an obvious need for us to obtain imagery during the first lockdown. We have experienced the pains of sampling, creating adverts, finding photoshoot locations, taking time to design and style sets, and get the photographer’s input.
Because of this, we are more understanding of what a furniture client wants and needs from a point of view of selling furniture from imagery. Most CGI companies are very ‘techy’ and almost forget the human service requirement. We don’t. Of course, we have the ‘techy’ know-how, but we are more design and stylistically driven. This is why our imagery is superior to our competitors’ – because we know how to dress and style rooms and locations to suit brands, because we’ve been there and done it.
I would always advise to use us to create furniture product and lifestyle imagery, as we are furniture people who happen to specialise in customer service and create amazing CGI imagery.
We’re also skilled in advertising – to the point where others comment that our ads are so clever, they’re world class (do you remember our previous ads? Check out our latest in this month’s issue!).
How fares the rest of the business?
Furniture is going from strength to strength. There wasn’t a lot of good offers at the fairs I visited last year – pretty poor, to be honest, and quite disappointing. For this reason, more and more clients are coming to us for our exciting ranges and new developments – and the fact we can provide imagery even before the product has shipped.
We offer full CGI imagery to our furniture distributors, at no extra cost. Our service offering is much greater than our competitors’ – we’re bridging the divide between buyer and supplier, and becoming more like partners. We design, manufacture, QC, etc, and supply marketing materials. We now have 13 factories that cover all types of manufacturing, and with our extra capacity we’re actively looking to partner with more customers across the UK, and agents to assist with our growth. If you’re an agent or wholesaler distributor, don’t hesitate to get in touch!
Honestly, if I compare our product with what’s on show at the major exhibitions, I think we’d clean up. Watch this space – we might be coming to a show near you soon!
But seriously, if you’re looking for exceptional trend-led designs, hassle-free manufacturing and a complete marketing package all built into a very affordable pricing structure, do give us a call. Our biggest markets right now are overseas, which is great, but we really want a bigger presence in the UK since it’s our own backyard and I feel the country is in need of furniture which is fresh and appealing, and not the same old stuff!
What’s in the pipeline for 2023?
Opening our third office, a new and improved AR platform and website, developing our infrastructure, taking part in virtual exhibitions, and a hell of a big recruitment campaign!
Oh, and a pretty cool wallplanner that we collaborated with Furniture News to create. If you didn’t get one with last month’s issue, give us a call and we can send one out. It features some of our latest imagery from Chilli Pepper Designs and product from Indesign Furniture.
Pictured: Chilli Pepper Designs’ CGI continues to go from strength to strength
