We are now living in a time when customer expectations are changing particularly fast, and retailers that can’t keep up get left behind. A consumer who enjoys the online shopping experience at an e-store automatically begins to expect the same level of service from every virtual point of sale.
Thus, the expectation loop is born, and the only thing for retailers to do to get ahead of the curve is to innovate, innovate and innovate.
Emerging 3D technologies are a force poised to drive the revolution in the online shopping experience.
3D Product Imaging
Despite delivering a convenient browsing experience, and a wider assortment than usually found in brick-and-mortar stores, e-commerce has had limitations. It could not satisfy consumers’ desire to physically examine a product prior to purchase. Nor could it mirror the in-store experience. At least it could not until now.
Thanks to 3D product imaging, a retailer can provide customers with a graphical 3D product representation that is also interactive. With a 3D View, customers can choose which part of an object they’d like to see. Zoom in or out? Rotate the object? View it in motion? All of these features are easily accessible, thanks to 3D imaging.
Some merchants see demo videos that show products in action as a way to enhance the online shopping experience. However, 95 percent of respondents to a recent survey preferred an interactive 3D representation to video playback.
Engagement levels and interactivity are not the only metrics to be affected positively by 3D product imaging, as it also boosts metrics that directly influence sales, with conversion rate being a prime example.
TSUM, one of the largest luxury goods department stores in Eastern Europe, has digitized more than 40,000 products in 3D, proving that it is possible to visualize large numbers of stock keeping units (SKUs) in a reasonable timeframe.
Having the right tools is key, as most solutions for 3D imaging face major weaknesses: They require a lot of costly equipment; and they take too much time, which makes them poorly suited for large catalogs.
It’s thanks to recent advancements that creating a 3D view of any piece is now a simple three-step process: Shoot the chosen object with a digital camera; upload the result into the processing platform to get a 3D View; and once it’s ready, embed it into anything you wish — be it website, mobile or 3D/AR/VR application.
Besides being simple to use, the new SaaS technologies for 3D imaging are also very fast. In fact, they are 10 times faster than previous 3D technology, and they don’t require any specific equipment.