These include Scene7's Dynamic Imaging service, which allows visitors to zoom in on products to see details; this feature, Logan Tod claimed, helps to drive purchase decisions. Fathead, a company that builds and sells wall graphics, uses Scene7's services on its website to generate images and to allow visitors to layer images on top of each other dynamically. National Business Furniture, a furniture retailer based in Milwaukee, Wisconsin, implemented Scene7's technology on November 3, 2008, allowing visitors to dynamically change the colors of product images on the company's website. History GoodHome.com (1995−2000) The company began as a development team that created software called Picture This Home in the mid-1990s for Autodesk in San Rafael, California. The program allowed people to virtually preview room decoration projects before any work began. Its users can create virtual rooms, change walls and arrange furniture, and create photo-realistic renderings of completed designs. Picture This Home was awarded the Good Housekeeping Seal of Approval. In 1998, the software and its team of 40 developers were sold to Broderbund, which was owned by The Learning Company, a subsidiary of Mattel Inc. Broderbund eventually spun Picture This Home off as a company called GoodHome.com in June 1999 with Doug Mack as its CEO. The company received $30 million in venture capital from Hearst Interactive Media. Mack noted that before Broderbund spun off GoodHome.com as a separate company, there was a "big culture clash" between the established company and the new media division. He said that companies such as Broderbund were so concerned with established business that smaller, newer divisions found it hard to receive sufficient attention and bandwidth. He praised Broderbund's decision to spin the company off as a separate entity: "We would have never been able to build our Web business if we were not in a separate building with separate funding." Mack observed that newer companies like GoodHome.com rarely had any problem in hiring new employees because of the opportunity for Internet companies to grow quickly into "the next Amazon.com". In September 1999, GoodHome.com merged with Alexandria, Virginia-based nHabit.com, a rival company, for an undisclosed sum. After the merger, GoodHome.com was assured that it would grow quickly; the merger also added the Internet service provider America Online to GoodHome.com's portfolio as a client. Ten weeks after forming a business plan, GoodHome.com officially launched on September 29, 1999 with offices in San Rafael and New York City,