How to beat your online competition with 3D technologies

Online retail is a highly competitive market. To effectively compete, online retailers need to start utilising substantial advantages, like 3D technologies. These are solutions that bridge the gap between online and offline shopping. 3D technologies for online retail include 3D configurators and interactive 3D visualization of items.

3D configurators: customizable Lovesac furniture

A 3D configurator is a relatively new trend in e-commerce. The technology allows a consumer to choose the item’s parameters like the material, color, and additional accessories. Once the product is customized, the buyer can examine it from all angles in 3D. Since 3D configurators are suitable for demonstrating complex objects, they are most often found in online catalogs of furniture manufacturers.

However, the technology has multiple drawbacks. To create a 3D configurator, you need to use 3D modeling and digitize each product manually. 3D modeling is a time-consuming process, and it takes a lot of time to digitize one item in 3D. This significantly slows down the speed of creating interactive content and is unsuitable for the mass production of 3D content. In addition, creating a high-quality 3D model of one product will cost you at least $500. Accordingly, 3D configurators won’t fit the needs of businesses with a wide range of items and a tight budget.

Interactive 3D visualization of items: Saint Laurent and Samsonite’s experience

Interactive 3D visualization provides the online user with an experience that is similar to visiting a brick-and-mortar store. By interacting with 3D visualization, buyers can examine the item from all-around and in every tiny detail. Adding 3D visualization to an online store is an effective way for online retailers to get ahead of the competition. Let’s see how 3D visualization makes it possible.

Firstly, interactive 3D content increases a consumer’s time on a product page, encouraging them to add items to their cart. Most experts agree that purchase probability is at its highest when a person spends around 50 seconds on a product page. However, according to Google, the average time spent on a product page for online stores varies from 36 to 48 seconds. The additional 15–30 seconds that customers spend interacting with 3D content on the product page helps to bridge this gap. As a result, the average time on the product page reaches the desired 50–60 seconds, leading to the highest possible purchase probability.

Unlike photos, interactive content in the Cappasity 3D View format is fully interactive, allowing customers to get a good look at an item from any angle and zoom in to see the details. This enables them to examine a product as they would in real life, truly seeing the quality and details so that they can purchase with confidence. The key metrics obtained after performing the Cappasity customer development prove the point: the client experience becomes 33% more efficient, product perception improves by 23%, and customers become 29% more deliberate about making a purchase.

The speed and cost of creating interactive 3D visualizations depend on the applied technology. Some solutions require manual 3D modeling like 3D configurators. But if you use the Cappasity 3D View format, where the 3D content is made from video files, you can digitize an abundance of items and fit into a modest budget. High-quality 3D modeling of 1,000 items will cost you approximately $200,000 — $500,000. In the case of Cappasity 3D View production, you will need a budget of $6,000 — $10,000, depending on the complexity of the video shooting process.

To sum up, 3D technologies have the power to blur the line between online and offline shopping. By integrating 3D content into a website or mobile app, brands will improve online user experience, see the boost in customers’ engagement, and as a result, online sales. 3D technology is a perfect tool for companies to stand out and beat the online competition.

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