E-commerce companies are adopting 3D technology (three-dimensional visualization) to take their businesses to the next level. Three-dimensional visualization enables potential customers to see a product as it is in real life. More brands are implementing this technology to improve the online shopping experience.
Steven Conine, co-founder and co-chairman of Wayfair, at the Jefferies Virtual Consumer Conference, said AR/VR can make a meaningful impact, over time, in terms of making it easier to shop for your home from your home. Wayfair believes this technology could be useful in enhancing user experience even in brick-and-mortar locations. The company is already experimenting with a brick-and-mortar pop-up shop, which features design services team that can help customers furnish their spaces.
“We could have a design services team in our store who could give you a very personalized experience and actually help you visualize products in your space, help guarantee that it will fit, it will flow well and it’s the look and style you want,” Conine said.
A 3D visualization could simply mean a chance of taking a 360 degree view of purse or a watch on an online store. From a marketing perspective, a 3D and AR features can increase user engagement, and make an online shopping experience more interactive. AR Commerce represents an immediate opportunity to bring digital and hybrid shopping to life, creating immersive shopping experiences from anywhere.
According to Salesforce research State of the Connected Customer, 80% of business customers and consumers say that the experience of buying is as or more important as the product purchased. Evolving customer expectations present an opportunity for businesses to get closer to the audiences they serve. Customers expect brands to share their values and communicate honestly and openly.
The report stated that in one year, online customer interactions grew from 42% in 2019 to 60% in 2020. While the sharp increase is, in part, a reflection of the overnight transition to a socially distanced society, the upward trend doesn’t come as a surprise. Most brands were already in the midst of transforming their digital capabilities to cater to their customers. 88% customers said they expect companies to accelerate their digital initiatives because of the pandemic. And 68% customers shared that COVID-19 has elevated their expectations of brands’ digital capabilities.
Deloitte has highlighted that today’s shopping experiences are happening in many different contexts, at-home, on the go and in-store. Delivered effectively, augmented shopping can help customers feel more confident in their product selection, whether through richer product information or interaction, the ability to personalize or configure unique product designs, or via the deeper emotional connection from immersive brand storytelling.
Augmented shopping provides a new opportunity for customers to see and interact with unique products like never before. The more customizable, the more valuable these experiences become to build confidence during the shopping experience.