3D eCommerce utilizes the power of three-dimensional modeling to create a highly immersive and interactive product viewing experience. Instead of relying solely on static images or flat 2D renders, this technology enables customers to engage with products in a whole new dimension.
The rapid evolution of 3D digital technologies, including 3D scanning, 3D modeling, and 3D web rendering, is ushering in a new era of possibilities for the furniture retail sector. These advancements hold significant promise in shaping the future of furniture ecommerce. Unlike the conventional 2D interfaces and media content, which often fall short in presenting products comprehensively, particularly in providing a full 360-degree view and accurate color representation, 3D technologies are here to bridge these gaps.
The primary focus of this article is to discern how the integration of 3D technologies can empower furniture retailers and improve customer satisfaction.
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What is 3D eCommerce
In recent years, the realms of video games and the film industry have witnessed a revolutionary transformation through the adoption of photogrammetry 3D scanning and physically-based rendering (PBR) technology. This dynamic duo has elevated user experiences to unprecedented levels of realism and immersion. However, what's fascinating is that these same technologies, which have left an indelible mark in entertainment, can also find a lucrative application in the furniture retail industry.
Whether you call it 3D eCommerce, 3D modeling commerce, or immersive commerce, the driving force behind this phenomenon remains the same: consumers. They crave choice, convenience, and entertainment.
Through a combination of 3D scanning and manual refinement by skilled 3D artists, real furniture products are meticulously reconstructed into photorealistic 3D models and textures in 3D commerce. This transformative process brings tangible advantages to furniture retail. Customers can explore furniture items in intricate detail, appreciating the texture, form, and color accuracy as if they were physically present.
A 3D e-commerce shopping website allows customers to interact with products in a more immersive manner, such as rotating, zooming, or customizing 3D models, thereby providing a rich visual representation and a unique browsing experience.
How Does 3D Modeling for eCommerce Work?
There are three main approaches to 3D eCommerce models:
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3D scanning. This approach involves the use of specialized 3D scanners. These devices bounce light off an object to gather data about its size and shape. The collected data is transformed into points and shapes on a mathematical coordinate system, resulting in a 3D model of the object. 3D scanning is particularly useful for replicating real-world objects, such as antique furniture or unique pieces with intricate details.
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Photogrammetry utilizes a digital camera to capture multiple angles of an object. Dedicated software then stitches these photos together, converting them into points and shapes on a coordinate system to create a 3D model. This approach is suitable for objects that may not require the precision of 3D scanning but still demand a high level of detail.
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3D design. In this method, a graphic designer creates a 3D model from scratch using specialized software. They work with product descriptions, images, and possibly even physical prototypes to craft a virtual representation of the product. This approach offers complete creative control and is ideal for designing custom or conceptual furniture pieces.
Once a 3D model is created, it can be integrated into an eCommerce website in various ways:
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3D product viewers allow customers to interact with 3D models directly on the retailer's website. Shoppers can rotate, zoom in, and explore products from different angles, providing a more engaging digital shopping experience.
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Augmented and virtual reality. AR uses smartphone or tablet cameras and displays to project 3D models into a real-world environment. Shoppers can use their mobile devices to visualize how a piece of furniture would look in their own living space before making a purchase decision. VR technology takes immersion to the next level by simulating the physical experience of a product. Customers can don VR headsets to virtually "try out" furniture in their own homes, getting a feel for its size, shape, and style.
2D Images, 360 Images, and eCommerce 3D Models
By understanding the nuances of visual mediums, you will discover the path to creating an immersive and irresistible shopping journey.
Key takeaways:
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2D images (traditional photography) provide a basic visual representation but lack interactivity and realism.
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360 images offer a more immersive experience with the ability to view products from different angles but have limited interactivity.
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3D models provide the highest level of visual engagement, interactivity, and realism, enabling customers to explore products extensively. Therefore, implementing eCommerce 3D models can significantly reduce product returns due to a clearer understanding of the product before purchase.
The Power of 3D eCommerce
While traditional product images and descriptions play a crucial role, they can only do so much in truly capturing the essence of your furniture pieces. This is where the game-changing potential of immersive product visualization, powered by 3D commerce, takes center stage. Let's explore the benefits further.
1. Enhanced Product Interactivity Leading to Improved Customer Satisfaction
The balance of power has shifted. Today, buyers assert control over their journey through the buying cycle, surpassing the influence wielded by vendors over the selling cycle. This paradigm shift is underscored by a thought-provoking revelation from a survey conducted by Forrester where a staggering 74% of buyers disclosed that they engage in extensive online research, accounting for over half of their decision-making process before ultimately making a purchase.
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By providing interactive 3D content, you invite your customers to truly connect with your furniture items. In this manner, they can explore every angle, appreciate fine details, and envision how each piece fits into their space. This immersive experience sparks joy, cultivates trust, and ultimately translates into higher customer satisfaction and loyalty.
2. Decreased Returns with 3D Visualization and AR
Product returns are a major pain point for online retailers. Customers often face surprises upon delivery, such as the furniture not fitting properly or looking different than expected.
3D eCommerce can help mitigate this issue.
According to a study by Shopify companies that utilize 3D visualization experience a 5% decrease in return rates, primarily because customers have a better understanding of the product before making a purchase.
Take the power of visualization one step further by incorporating augmented reality technology into your online shopping experience. With AR, customers can virtually place furniture items in their homes using smartphones or tablets. They can see how a particular piece looks and fits within their unique space. This accurate virtual representation provides a realistic sense of scale, proportion, and style, seamlessly integrating their existing decor.
3. Improved Conversion Rates
The ability to interact with the models, visualize customization options, and explore different angles and details can significantly increase conversion rates.
Research by Charged Retail shows that businesses employing 3D visualization in their ecommerce websites experience up to a 94% conversion lift on average.
This indicates that customers are more likely to purchase when they can visualize and interact with products in a three-dimensional space.
4. Boosting Customer Confidence and Trust through Realistic Visuals
In the digital realm, building customer confidence and trust is paramount. When customers cannot physically see or touch a product, they rely heavily on visuals to assess its quality and value.
3D plays a pivotal role in establishing this confidence.
By offering realistic visuals through 3D models, you elevate the perception of your furniture pieces. Customers can see each item's fine craftsmanship, intricate details, and true beauty. This level of realism creates a sense of trust, assuring customers that what they see online represents what they will receive.
Where to Begin and How to Succeed
New technologies will only become faster, cheaper, and more versatile over time. It is imperative to anticipate the digital density that is likely to permeate their respective categories and prepare accordingly for its effects.
The modern customer craves it all—a seamless fusion of digital advantages, including an extensive selection, comprehensive product information, and user-generated reviews and recommendations. They desire to virtually try out furniture products and seek shopping experiences that transcend mere transactions.
The challenge lies in translating this vision into tangible innovations that captivate customers and drive profitable growth. It is essential to breathe life into these ideas, leaving customers awe-inspired and hungry for more. The path forward demands a radical shift in perspective—a willingness to start anew, unshackled by conventional boundaries.
Let us dive into the practical implications of this transformative mindset, exploring how innovative approaches can be brought to life.
#1 Elevate Your Product Pages with Immersive 3D Technology
The combination of 360-degree rotations, HD zoom, and captivating room scenes creates a truly immersive environment where customers can explore, connect, and visualize your furniture in their own homes.
360-Degree Rotations and Spins
Let's take a cue from King. They created an engaging customer experience by introducing a 360-degree view of their products. Customers can indulge in the joy of rotating and examining every intricate detail. With the ability to choose different fabrics, explore products from all angles, and dive into minute details through zooming, King empowers their customers with all the information needed to make confident purchase decisions.
Elevating Your Product Pages with HD Precision
According to Salsify, a staggering 41% of US shoppers consider high-quality images and product descriptions among their top three factors when choosing where to shop online. Furthermore, 30% of US shoppers won't make a purchase if product images are absent or of poor quality.
This demonstrates how attention to detail matters, especially when creating an enjoyable product page experience. And one crucial aspect that can't be overlooked is the power of high-quality visuals and zoom. According to Baymard's usability testing, a staggering 56% of users immediately delve into product images upon landing on the product page. Unfortunately, they're often met with lackluster images and a disappointing zoom experience.
Joybird's website is treated to crystal-clear, sharp zoom functionalities. Every aspect of their product is meticulously displayed, from texture and patterns to stitching details. Joybird seamlessly incorporates the latest UX best practices, offering a click-to-zoom feature on desktop and a convenient double-tap to zoom on mobile. For an immersive experience, customers can even enjoy a full-screen view of the product, where the magic of 4K zoom truly comes to life, showcasing the product specifics in all their glory.
Creating Captivating Room Scenes in 3D Commerce
When it comes to furniture sales, context is paramount. Presenting in-scale images empower customers to grasp the product's size effortlessly. Similarly, room scenes play a vital role in conveying a product's features, such as color, fabric, and size, while also helping customers envision how it would harmonize in a real-life setting.
Yet, the traditional approach of creating room scenes through product photography is challenging. It's a laborious, time-consuming, and expensive process.
Crate and Barrel, a well-known international furniture and home décor retail store headquartered in Northbrook, Illinois, is a prime example of a website that offers the ability to view products in a room setting.
#2 Use 3D Beyond the Product Page
Congratulations on mastering the basics of 3D eCommerce. Now, it's time to take your furniture business to the next level by exploring advanced uses of this powerful technology.
Ensuring Consistent and Eye-Catching Product Listing Page Thumbnails
The product listing page (PLP) is often the starting point for buyers in the consideration phase, making it a critical touchpoint in the buying process.
Inside Weather, a direct-to-consumer furniture brand, believes in offering a modern, personal, and accessible shopping experience. To achieve higher customer engagement, Inside Weather invests considerable time and effort in its online platform. One aspect where Inside Weather pays unparalleled attention to detail is its product feed. Within this area, you’ll notice consistent and visually appealing product thumbnails when you browse through their offerings. This consistency is made possible through the use of 3D product visualization, enabling Inside Weather to create uniform PLP thumbnails at scale.
Enhancing the Cart Experience with 3D Visualization
The browsing experience often feels disconnected from the checkout process, resulting in a significant challenge: cart abandonment. While businesses invest in captivating visuals and compelling copy during browsing, they sometimes overlook the importance of maintaining a seamless experience through the checkout process by burdening the page with form fields and instructions.
What can you do to address this issue and reduce cart abandonment?
One effective solution is to include a high-quality visual representation of the product variation the customer has added to their cart. Maintaining consistent product image thumbnails throughout the customer's furniture journey can bridge the gap between the browsing and checkout processes.
Just take a look at Serena & Lily. They are known for their stylish and sophisticated designs, focusing on coastal-inspired aesthetics with a blend of modern and classic elements. When a customer selects a product with a specific fabric and adds it to their cart, Serena & Lily displays an accurate product visual in the cart thumbnail. This allows customers to instantly verify that they have chosen the right product and reinforces their confidence as they proceed through the checkout process.
#3 Center Your Furniture Enterprise on the Power of 3D
Beyond the initial implementation, explore additional ways to leverage 3D commerce throughout your furniture business.
Augmented Reality
Augmented reality technologies have become increasingly popular in the furniture industry, with over 1 billion smartphones and tablets capable of delivering AR experiences.
With just a tap, customers can browse virtual catalogs and place your 3D models into their living rooms, bedrooms, or offices, bridging the gap between online and offline experiences. It's the ultimate merger of the virtual and physical worlds, building trust and confidence in their purchase decisions.
Learn More
Gain a deep understanding of how this immersive technology can enhance customer engagement, boost confidence in buying decisions, and ultimately elevate your brand's position in a competitive market.
CB2, the stylish spin-off from Crate & Barrel, presents a trendy assortment of contemporary, sleek, and midcentury furniture, catering to both urban apartment residents and individuals embarking on their first homeownership journey. CB2, known for comfort, quality, and excellent customer service, leverages AR to enrich its ecommerce merchandising features. Customers can use AR to visualize how a furniture item fits into their space directly through their browser, eliminating the need for separate mobile apps and providing a smooth and seamless customer experience.
To ensure a consistent experience and promote AR adoption, CB2 incorporates a QR code that appears when customers browsing on a desktop click the "View in Room" button. This seamless transition from desktop to mobile unleashes the power of web-based AR.
Endless Aisle Concept
Leverage the endless aisle concept by showcasing your full furniture catalog through a 3D eCommerce website. Even if certain items are unavailable in-store or in your warehouse, customers can still explore and purchase them virtually.
The endless aisle concept revolves around using kiosks and tablets in physical stores, allowing customers to browse and order products that may not be physically showcased or are out of stock. This concept gives customers a more comprehensive range of choices and the ability to access products that may not be readily available in-store.
Loaf, a dynamic British company, exemplifies this by using 3D content creation to enhance the brand experience during furniture markets and enable potential retail partners to explore their collections and inspect product details. Loaf utilizes a simple approach to bring the endless aisle concept to life.
Integrating 3D product configurators into in-store experiences through endless aisles expands the product offering. It enables retailers to optimize their physical footprint and deliver a more personalized and immersive shopping journey.
Email Marketing and Social Media Engagement
Digital marketing strategy is vital for ecommerce sales success as it helps businesses reach their target audience, increase brand awareness, and drive customer engagement.
Sofacompany, a Danish DTC furniture brand, is at the forefront of revolutionizing furniture shopping experiences. In addition to their feature-rich product pages, including 360-degree views, a product configurator, and 4K zoom, they use high-quality product visuals in their email marketing campaigns and social media presence.
3D eCommerce with VR, AR, and AI
To maximize the impact of 3D for commerce, consider enhancing the experience with virtual reality showrooms, interactive augmented reality experiences, or the integration of artificial intelligence for personalized product recommendations.
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Virtual reality showrooms. Imagine transporting your customers into a stunning virtual showroom where they can explore your furniture collection as if they were physically present. They can stroll through beautifully designed virtual spaces, envisioning how your furniture might fit into their own homes.
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Augmented reality services for in-home trials. AR technology helps customers “try on” furniture products by using camera-equipped devices such as mobile phones before purchasing them.
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Integration of artificial intelligence for personalized product recommendations. Artificial intelligence (AI) has revolutionized the retail industry by enabling personalized experiences tailored to individual preferences. By leveraging AI algorithms, you can offer your customers highly relevant and personalized product recommendations that align with their style, budget, and requirements.
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How to Choose a Quality 3D eCommerce Platform
Before diving into the sea of options, take a step back and assess your current 3D eCommerce capabilities. Identify areas for improvement and pinpoint the specific features and functionality you need in a platform. This self-assessment will guide your search and help you make an informed decision.
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Evaluate your needs
To start, consider the specific features and functionality you require in a 3D eCommerce platform. Think about your target audience and their preferences when browsing and purchasing furniture online. By understanding your customers' needs, you can select a platform that aligns with their expectations.
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Quality is key
First things first, the quality of your 3D product visuals is paramount. It not only shapes your brand image and enhances the overall website experience but also paves way for future growth and new use cases. Think of it as the foundation that sets the stage for success.
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Need for speed
Don't overlook the importance of product page load speed. Slow-loading pages can turn customers away, harm your SEO efforts, and damage your business reputation. Make sure your chosen 3D platform keeps things snappy and delightful for your online visitors.
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Assess compatibility
A seamless integration is essential for a smooth and streamlined customer experience. Make sure the platform you choose integrates seamlessly with your existing eCommerce system. This ensures that your customers can navigate effortlessly between the 3D visualization and the rest of your online store, providing them with a consistent and enjoyable shopping journey.
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Onboarding and communication
3D product visualization is an ongoing journey, and communication is key to success. Therefore, partner with a vendor that acts as your ally throughout the process. A dedicated team that's always there to lend a helping hand can make all the difference.
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Expertise and beyond
The world of furniture is complex, and big-ticket items require top-notch visualization that instills confidence in your customers. Seek a vendor who not only has product expertise but also offers industry knowledge.
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Future-proof your journey
The world and technology are constantly evolving, so choose a platform that is future-proof. Look for a partner who is ready to scale, grow, and adapt to the ever-changing landscape.
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Schedule a demo
Once you've identified a platform that meets your needs, don't hesitate to schedule a demo. Seeing the platform in action will give you a better understanding of how it works and how it can benefit your business. This hands-on experience will help you assess its user-friendliness, functionality, and overall fit for your specific requirements.
You Gotta Know Your Buyer
3D eCommerce is the undeniable future of shopping. Improved visualization and engagement? Check. Higher conversion rates? You got it. An online shopping experience that'll leave your customers grinning from ear to ear? Absolutely! Get ready to ride the wave of 3D technology because it's about to revolutionize the world of commerce for years to come.
Ready to enter the 3D eCommerce era?
Check out Zolak Solutions
Zolak offers 3D eCommerce solutions based on AR, AI, and computer vision, tailor-made for furniture retailers.
Our visualization software enables customers to explore a vast selection of furniture within hundreds of realistic interiors. They can easily customize items and find the perfect combinations for their homes, all directly on your website. Customers can also upload a photo of their room and replace their current furniture with your products to see how it would look in their space.
By showcasing furniture products in a virtual space, customers can browse the catalog, visualize products in their desired settings, and make more informed purchasing decisions, thereby enhancing the overall ecommerce experience.
Request a demo to see it in action and how it can help transform your furniture retail business.
3D eCommerce Stats and Data
Step into the enchanting realm of 3D commerce by the key metrics and numbers.
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