Global luxury behemoths have been wary of new technology, and it’s only recently that major companies have begun to investigate the luxury tech area of digital marketing tools.
The online shopping experience continues to grow, adopting the greatest aspects of brick-and-mortar businesses, with dozens of brand-new luxury-specific technology solutions available. Unfortunately, bringing the emotions and engagement of physical shopping to the digital world is extremely difficult, which is where 3D product imaging comes into play.
3D Product Visualization
3D Product Imaging is a technology that uses high-resolution 3D photographs to provide the in-store experience for online buying.
A retailer can use it to provide customers with an interactive graphical 3D product representation. A 3D View allows a consumer to select the section of the thing they want to see. Do you want to zoom in or out? Do you want to rotate the object? Would you like to see it in action? Thanks to 3D imaging, all of these features are easily accessible.
While some retailers consider demo movies that show products in action as a means to improve the online purchasing experience, 95 percent of respondents prefer an interactive 3D depiction over video playback, according to a recent study. 3D product photography enhances measures that directly influence sales, such as conversion rate. Engagement and interactivity aren’t the only metrics that benefit from 3D product imaging.
TSUM, one of Eastern Europe’s top luxury goods department shops, raised their conversion rate for products in the shoe and bag categories by over 40% using 3D product imagery.
TSUM is the first company to digitalize over 40,000 goods in 3D, demonstrating that vast numbers of stock-keeping units (SKUs) may be visualized in a reasonable amount of time.
Having the correct tools is still important, as most 3D imaging systems have three fundamental flaws: They necessitate a lot of expensive equipment, take a long time, and so are not suitable for huge catalogues.
Creating a 3D view of any component is now a straightforward three-step process, thanks to recent advancements: Shoot the object with a digital camera, send the result to the processing platform to create a 3D view, and then integrate it into whatever you want, whether it’s a website, mobile app, or 3D/AR/VR application. Apart from its ease of use, Capacity’s and other companies’ innovative SaaS technology for 3D imaging is also extremely quick. It’s 10 times faster than previous 3D technology and doesn’t require any special hardware.
What kinds of products can be visualized in three dimensions?
There’s no limit to what you can achieve! Though contemporary 3D technology have just recently improved enough to process product features that were previously deemed impossible to process: black, lustrous, and glossy goods such as silks, leathers, and jewellery items, as well as anything translucent, oddly shaped, or textured. All of this may now be depicted without difficulty.
For example, American Greetings, a producer and manufacturer of social expression goods and the leader in e-greetings, considered all visualization options and now offers site visitors 3D visuals in addition to high-quality pictures.
Re-enacting the in-store experience for greeting cards online is nearly impossible with the existing visualization techniques available. So, 3D product imagery has solved a big problem for American Greetings. Glitter, foil, embossing, and other embellishments are popular on greeting cards. Besides, the typical 2D photography makes it difficult to appreciate these details.
F3 Studio is a European fashion firm. It offers numbers ranging from intriguing yet functional to full-on provocative. F3 also demonstrates that 3D digitization of lingerie is possible. According to the results, neither delicate trims nor Chantilly lace presented a problem for 3D imaging.
Traditional 3D modelling and scanning technologies sometimes struggle to capture delicate things like gem-encrusted rings. On the other hand, 3D product imaging technology can capture elements that other solutions can’t. For example, the diamond dazzle, and the metallic glitter of metal, transparency, light reflections, and distinctive design are some of them.
3D product imaging, AI analytics tools
The demand for measurable measures is higher than ever as company decision-making becomes increasingly data-driven. Conversion rate, website traffic, and customer engagement levels are critical indicators for marketers across all industries. However, many don’t aware they require previously unavailable data.
In 2019, AI analytics solutions will be able to track how potential buyers engage with product photography. The same is integrated in retailers’ websites, whether 2D or 3D photos. Moreover, they display the most important metrics on a heat map. Aside from dwell time, the program will identify client interest spots and the optimal angles for thumbnail product positioning. It will also anticipate the likelihood of a purchase based on customer behaviour pattern
In 2021, the e-commerce trends to watch are 3D product visualization and AI. Both of these are for in-depth analytics and increasing engagement levels. The combination of these trends offer a solid foundation for a comprehensive business plan. The same aims to increase sales. These also pave the way for brand developments and a modern yet enjoyable consumer experience.
