3D product visualizations: interactivity, augmented reality and more traditionally, shopping has been a tactile experience with in-store product displays, testing opportunities and organized showrooms. Touch, after all, is intuitive and one of the most competent ways we learn and connect with the world around us, something that today's e-commerce experiences lack. It is therefore logical that pushing e-commerce towards something more tangible should resonate with both retailers and consumers. Thanks to advances in 3D technology, it is now possible to implement high-quality 3D e-commerce experiences on online product pages.
But is it worth it? Here are 4 important reasons why retailers and brands should invest in a 3D e-commerce strategy now, so you can decide for yourself.
Reason 1: Transformation of the user experience.
By implementing 3D products directly on a product page, brands give consumers access to and control over valuable physical product information. Imagine buying a new travel bag online. With 3D product visualization, you can rotate the backpack you are considering in any direction to explore details that may be inaccessible in 2D images. Plus, with 3D product visualizations, relevant product information is easier to find. Shoppers can scale the backpack to different sizes. Zoom out for a holistic view of the backpack or zoom in for a closer look at finer details such as straps or different compartments. Do you mainly use zippers or Velcro or a blend? How many compartments do you have? What about support straps? The answers to these questions and more are available in a single 3D product model rather than multiple 2D photos.
In addition, consumer attention is fleeting, so making rich information more accessible is incredibly valuable to buyers and retailers. 3D allows users to measure product dimensions and details more quickly and reliably than 2D. Because the nature of 3D is to convey more product information, buyers who experience 3D products are more informed when making purchasing decisions, which means that returns are likely to decrease as well.
Reason 2: 3D-specific features appeal to shoppers as they browse.
3D product visualizations enable interactive features before shoppers realize they are interacting. Brands can enable page triggers, such as automatic rotation or flyover camera highlights of a 3D product model, while a shopper casually browses a page. These dynamic features let buyers know that what they see is 3D and interactive. They act as an invitation to participate in a tactile digital shopping experience.
In addition, hotspots can be implemented to highlight specific parts of a 3D product, showing how it works, as well as levels of detail that might normally go unnoticed, such as customizable product options, parts, pieces and expansions, etc. These are not necessarily new ideas; when associated with 3D, they encourage buyers to interact with digital products in ways never before seen.
Reason 3: buyers can evaluate the physical and personal fit with augmented reality.
We cannot mention 3D without at least a wink to what 3D allows through AR. Augmented reality allows retailers to solve two important e-commerce problems: physical fit and personal fit. Does this item physically fit my space or my body and do I like it? For a physical fit, this is especially useful for verticals such as furniture and appliances, as well as for fashion. For the personal fit, the AR allows buyers to determine a deeper connection to a product by answering questions such as ... does it match my style, my personality and my aesthetics? By visually placing digital products in a buyer's space in real time, brands can close the 'information gap' that buyers are generally expected to jump through on their own. This additional work on behalf of the brand helps build stronger relationships with customers,
Reason 4: 3D e-commerce is the future, one that pioneering retailers are shaping now.
Ongoing technological advances in hardware and software are driving us towards a more interconnected way of being, whether we are ready for it or not. It is likely that retailers who rely on these innovations will be the ones to influence the way they develop, developing best practices that best suit their products, while building a brighter journey for the consumer. Shoppers want and expect to be convinced by technology, and it is up to pioneering retailers to be the first to establish and exceed those expectations.
We utilize these immersive technologies backed up with strong and efficient data analytics, providing effective and measurable results.
If you want to know more about this project, or about other solutions that we can utilize to enhance your proceses and efforts, do not hesitate to contact us by clicking here