3D Technology Is Changing the Game for Online Retailers
The number one thing that turns an online shopper into a buyer is beautiful product photography. According to a marketing and advertising agency, MDG Advertising, shoppers rank the ability to see a product higher than product details, descriptions, and even reviews before making a purchase. Vibrant visuals also lead customers to click on more social messages, search results, and ads.
While traditional product photography is key to creating a compelling shopping experience, it also comes with some significant downsides. People shopping for furniture, in particular, may find it difficult to determine the color or texture of products from photos due to lighting differences. It can also be a challenge figuring out how a product will fit in their space. Eventually, 2D product photography cannot fully satisfy consumers’ desire to examine a product. At least not until recently.
3D Models Are More Engaging
We believe 3D-enabled experiences not only solve these common challenges but also provide customers with the closest thing to experiencing a product in the store. With 3D imaging, a retailer can provide customers with a graphical product representation that offers an increased level of interactivity. A 3D view has no blind spots and, thus, leaves no room for concern about product authenticity. The accurate color and finish of the 3D product are more engaging and true-to-life. Zooming in or out, rotating the object, and viewing it in motion are just some of the features that 3D imaging has.
3D models can also enable immersive experiences, like designing a holographic kitchen. Using simple gestures to interact with their environment, customers can select from an array of design options and products, including hardware, flooring, cabinetry, and appliances, to reimagine a kitchen. Without 3D models, these new shopping experiences simply would not be possible.
Increasing Sales Conversions
The additional level of engagement suggests new data opportunities, as these 3D modeling and scanning services can learn the ideal viewing angles, the most-explored product features, and the best configurations and combinations within collections. However, engagement levels and interactivity are not the only metrics to be positively affected by 3D product imaging.
It also boosts metrics that directly influence sales, with conversion rate being a prime example. For retailers and manufacturers, an enhanced shopping experience promises not only to increase sales, but also reduce returns and save shipping costs, as buyers will have a higher chance of getting things right the first time.
In the not-so-distant past, a retailer’s success was determined by a primary factor: location. Today, technology is also becoming a crucial factor in a retailer’s success. Digital experiences have expanded beyond e-commerce and impact almost all shopping experiences. Successful retailers will be those who can provide a compelling in-store and digital experience seamlessly.
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