Ecommerce brands around the globe are constantly looking for ways to improve their interaction with potential customers, and increase sales.
Implementing the latest 3D technology and AR features might be an excellent option to take the business to the next level. But what exactly are these types of technologies, and what value can they bring to eCommerce companies?
Augmented Reality (AR) is a technology that allows people to use digital content (e.g., text, graphics, video, audio, images) in real life. AR is implemented by rendering digital files onto real-world objects. In practice, that would mean placing a digital bed in your room before purchasing it to see how good it looks.
When it comes to 3D, it is a three-dimensional visualization that enables potential customers to see a product as it is in real life, instead of a 2D image. Currently, more and more brands are implementing this technology to improve the online shopping experience. In a previous blog post, we looked at the pros & cons when it comes to product photography and 3D rendering technology.
In practice, 3D visualization could simply mean a chance of taking a 360° view of a purse or a watch on an online store.
From a marketing point of view, 3D and AR features can increase user engagement, and make an online shopping experience more interactive.
As both 3D and AR technologies are getting more common and appealing in eCommerce, today we’ll discuss 6 eCommerce brands that implemented these technologies to their marketing strategy, and saw great results.
Worldwide known women’s fashion and accessories brand Rebecca Minkoff has been using 3D images and AR features since the end of 2019.
The latest technology advancements enable the brand to showcase their products in an interactive way and allow customers to experience how the product would look like in real life before purchasing it.
For someone who considers investing in a designer piece (e.g., a purse, a backpack, or even a pair of sunglasses) having a chance to experience the product before investing the money is key.
With 3D modeling and AR features, potential Rebecca Minkoff customers can understand how big their wanted purse actually is, and if the color truly matches their taste and style.
By using Shopify’s AR feature and 3D models to market and sell their products, Rebecca Minkoff has achieved striking results:
Modelry is proud to be partnering with Rebecca Minkoff and bringing the top-notch user experience to the brand’s customers around the globe.
IKEA is among the earliest businesses that started using 3D and AR technology in their marketing strategy. Back in 2017, IKEA introduced its AR app, called IKEA Place. With it, users can virtually place true-to-scale 3D models in their homes before purchasing.
In practice that would mean testing which places at your home are best-suited to put the brand new sofa or a closet. Moreover, IKEA Place enables users to test not only the different types of products but also see which size or color would fit their home space the best.
By implementing the app to its marketing strategy, IKEA saw the following results:
Being an early and successful adopter of AR technologies, IKEA is an excellent example to other eCommerce brands to start implementing the latest technologies in their marketing strategy.
Fatboy is a Dutch design company that creates iconic lifestyle products, such as their famous beanbags.
The company believes that customers are no longer satisfied with images - they need to experience the product before purchasing it. Therefore, Fatboy decided to partner with Modelry to expand their marketing possibilities.
According to Fatboy’s Director Tom de Vos, this partnership enabled the company to implement 3D technology with almost zero effort. What they had to do was simply send 2D pictures that the CGTrader team used to create 3D visualizations.
This partnership allows us, a relatively small design brand, to suddenly be one of the frontrunners in the augmented reality, which is a big asset,
- says Tom De Vos, Fatboy eCommerce Director
For Fatboy, implementing 3D features into eCommerce was both beneficial and easy to use.
The main benefits the brand experienced include:
As the majority of Fatboy products are big, their shipping is expensive. Say, a beanbag can cost 100 euro to get shipped to the client, and another 100 euro if the client is not satisfied, and wishes to return it.
Augmented reality features and 3D images enable companies to avoid (or at least minimize) such problems, and invest the money elsewhere.
Garten und Freizeit is an online retailer specializing in outdoor furniture.
The company’s CEO Juergen Schuster admits that even though their products are stylish and appealing, they’re also large. Therefore, marketing them through 2D images was not enough.
To solve this issue, Garten und Freizeit started implementing 3D visualization technology, and soon their sales conversions increased up to 60%.
We’ve seen a massive uplift in conversion rates on those products where we’ve used 3D technology,
-said Juergen Schuster, CEO at Garten und Freizeit.
However, the local 3D modeling provider took too long to generate high-quality renderings, therefore the company started to look for a faster, easy-to-implement, and scalable solution. One that Modelry could offer.
Working with Modelry enabled Garten und Freizeit to implement intuitive and easy-to-handle AR features and 3D models that didn't require a large upfront investment.
Bumbleride is an eco-friendly stroller retailer that started integrating 3D modeling in their marketing strategy to showcase their products.
With 3D and AR features the potential customers are able to test out the strollers in real-time. Doing so is extremely handy for parents-to-be, as they can see how much of a space the stroller would take in their homes.
Moreover, 3D visualization allows the potential customers to get a sense of the product in real-time, including its model, color, texture, and more.
By implementing 3D models in their e-shop, Bumbleride saw the following results:
Nike was among the first multinational companies to introduce 3D technologies in their eCommerce business.
Back in 2013, Nike started incorporating 3D printing technologies in footwear making as a test. Over the years, the test proved to be successful and enabled Nike to develop new and innovative products.
In the fall of 2019, Nike started implementing AR in sneaker-fitting. By scanning a user’s foot and measuring its full shape, the brand’s app automatically filters appropriate shoe sizes and enables a user to choose their favorite styles and colors without worrying if they’re a right fit.
Currently, Nike uses AR and 3D models in its marketing strategy. For example, the company's Nike by You feature enables users to customize their favorite kicks and share them on social media.
This feature increases user engagement, as potential customers can experience not only how the shoes would look like, but also how they’d feel like in real life.
By implementing AR and 3D technologies, Nike increased their conversion rate to 11%.
A few years ago, huge companies like IKEA or Nike were among the first ones to introduce 3D and AR technologies to their marketing strategies.
As their examples proved to be successful and scalable, more and more brands worldwide are willing to follow in their footsteps to see tangible results in user experience, engagement, satisfaction, and sales.
Some of the most common benefits of adopting the latest technology features include:
To join the companies that enjoy the benefits of 3D and AR technology, partner with Modelry - one of the biggest players in Augmented Reality and 3D product visualization today.
As of recently, we have raised $9.5M in funding and are more than ready to start our new high-growth stage. With more resources, we’ll be able to deliver outstanding results to eCommerce businesses worldwide.
Join us now and take your brand marketing to the third dimension!
Haidi Kelly is the CMO at Modelry. Formerly at WeWork, Haidi loves the challenges the B2B space brings. Excited about the transformative power of digital assets and content in eCommerce, Haidi helps individuals, teams, and companies reach their full potential. In her downtime, she is also a foodie, world traveler, and enjoys live music.
