For this new blog post, we will focus on our 3D web viewer. Its advantages are obvious in a market where a physical store can no longer be conceived without an e-commerce website. We will see how it works and discuss how it can be integrated into the company’s strategy to make it a success.
Looking for an interactive experience
We talked about it in our previous article, customer experience is key and it is to the one who will be the most innovative, the most interactive, the closest to his customers. The race for loyalty and a good e-reputation has never been so intense. The multiplication of e-commerce players is a major factor.
The web configurator is a clear advantage for commercial websites. It is the interactive tool that allows users to customize a product by adapting materials, colors and accessories. It also gives the possibility to zoom in, rotate 360° before adding the product to the basket. Simple and effective, you might say!
In addition, INNERSENSE‘s developments are constantly aimed at enhancing the tool in order to adapt it to market demands and meet customer demands.
However, still few brands offer such a tool on their platform. How about we focus on convincing you?
This technology is still young and it is certainly a little early to have a lot of statistics related to the use of such a tool.
Nevertheless, the figures are starting to speak for themselves. Even if brands are often reluctant to communicate their data, a leading player in the furniture and home furnishings sector has noticed an increase in its transformation rate from 5 to 10% for product sheets integrating 3D visualization (without colour configuration or accessories). Another player points out that he has seen his basketball rate increase by 15%. From now on, to imagine even more encouraging results with the integration of a configuration tool, it is only a step! 🙂
It also seems interesting to us to draw a parallel between the relevance of developing a value-added tool for the potential consumer (web configurator) and the current evolution of consumption patterns. The business transformation consulting firm Wavestone has produced an infography * on current and future trends in the retail world. In this study, it is specified that in 2018, 58% of home/furniture consumers bought in stores. The forecast is 54% for 2019. A slight decrease, of course, but which reflects the rise in online purchasing. This observation should encourage brands to take strategic measures to keep pace with the pure players.
The study also highlights an interesting fact. Among the main features that boost Internet consumption, access to very detailed information on product features is among the top 3 with 78%* interest. However, this is exactly the role of the 3D web viewer/configurator. With its visual and interactive features it gives as much detail as possible, allows customization to concretely visualize colors, finishes and accessories. It differs from the “traditional” photos which do not give the possibility to see all the parts of the furniture and do not allow to see the products in detail (zoom, rotation, color).
How important is a 3D web configurator
Although such a tool is highly complex technically, its integration for furniture and home brands into the website is easy for the webmaster.
The web configurator is part of a digital strategy and must be considered beforehand: which target, which products to highlight if the catalog is very important, which ergonomics, which customization options, which price display options, shopping cart options, etc. Thus thought out and inscribed in a global omnichannel strategy, the configurator will have its place and will prove its effectiveness.
The multiplication of actors forcing people to stand out, who better than conquered consumers to talk about you? A path made easy and designed for them will make them ambassadors of choice. And since in 29%* of cases the channel used to get information when buying a product is word of mouth / recommendations from friends and family, and in 21%* it is the brand’s website… you’re going for it?
Fanny, communication officer with Innersense
*source : e-marketing.fr