The Future of Digital Retail: A Shift Towards Interactive 3D Product Visualization
Is it foreseen that 2022 will witness a significant transition towards using 3D product visuals?
In the ever-evolving world of digital retail, the way products are presented has taken centre stage. Long gone are the days when pricey, traditional product photography was the only option.
Modern advancements in 3D technology have introduced an innovative alternative, and for many reasons, this alternative often surpasses the traditional method. Giant brands such as IKEA, Nike, and Apple have been pioneers in this transition, embracing high-quality 3D renders. But with growing consumer demand for immersive shopping experiences as 3D and AR become part of our daily lives, is 2022 set to see a surge in retailers jumping on the bandwagon and embracing the 3D revolution?
The Evolving Role of Product Imagery in Digital Retail
The pandemic has significantly altered many aspects of our lives. One undeniable change is the rapid increase in online shopping. Figures show that eCommerce sales in the US leapt by a record-breaking 32% in 2020 compared to the previous year, essentially hastening the move towards online shopping by about five years.
Once perceived as a potential threat to traditional retail, digital shopping is now being repositioned. With innovations like social commerce, live streaming, apps, and QR codes, eCommerce is no longer considered an alternative to brick-and-mortar stores but rather a supplement. The very essence of online shopping is expanding as the number of channels multiplies.
Retailers, in turn, are forced to adapt their strategies to keep pace. This adaptation includes producing content suitable for customer expectations and fitting with various platforms. As the number of images consumers anticipate seeing for each product has surged from 3 to 8, so too have the costs of product visualization.
Though a single photoshoot can cost many times the product's worth, the expense is often justified by its role in driving purchasing decisions. Nevertheless, as consumers spend increasing amounts of time online, they're no longer keen on being overwhelmed with static images. Consequently, retailers are exploring alternatives to traditional 2D product imagery and rethinking both the online and in-store shopping experiences.
The pandemic also took many retailers by surprise, leaving those underprepared for the surge in online shopping with poor results and abandoned carts. To compound matters, a substantial percentage of products purchased online are sent back. In 2020 alone, consumers returned a staggering $428 billion worth of products, an estimated cost of $101 billion to the industry.
In search of solutions, retailers are discovering the potential of technologies like 3D and augmented reality in alleviating returns. In partnership with 3D companies like ARsenal by CGTrader, brands in the furniture and fashion sectors are finding that interactive product visuals outperform static images. The capacity to inspect products in minute detail and even visualize them in the user's own environment enables customers to shop with greater confidence, leading to more conversions and fewer returns.
The Rise of 3D Product Visualization
Spearheaded by these changes, a significant leap towards 3D product visualization is accelerating. Regarding these changes, Dalia Lasaite, CEO and Co-Founder at CGTrader, shares her insights:
Not only is 3D a cost-effective alternative, being around 6x cheaper than traditional photography on average, but it also delivers numerous benefits for both customers and retailers as opposed to traditional photography.
For retailers, 3D is a highly versatile tool. Once created, a 3D model can be easily customized—colors, textures, and products can be swapped in and out, making it ideal for each new season. Moreover, it enables the creation of an endless supply of marketing materials without ever shipping a single product. As these digital models can be utilized across all marketing channels—social media, print, and 3D ads—these benefits prove invaluable.
For customers, the interactivity of 3D product visualization empowers them with more confidence and control when shopping online, replicating the experience one would have in-store. As customers become accustomed to their newfound powers, retailers slow to adapt will struggle to compete in the increasingly competitive digital space.
- The advancements in AI and 3D technology have sparked a shift in digital retail, offering an immersive shopping experience and surpassing traditional product photography.
- As technology continues to evolve, 3D visualization is expected to become the norm in retail, replacing traditional photography and shaping the future of imagery for online sellers.
- Amid the pandemic, rapid increases in online shopping have led to an escalating demand for more product images, and retailers are exploring alternatives like technology-driven 3D visualizations to meet consumer expectations.
- The fashion and furniture industries have found that interactive 3D visualizations outperform static images, allowing customers to virtually inspect and customize products, thereby reducing returns and costs.
- With space expansions into the realm of social commerce, live streaming, and QR codes, retailers are reimagining both the online and in-store shopping experiences to remain competitive as technology continues to shape the digital marketplace.
