“I hear and I forget, I see, and I remember. I do and I understand.”Confucius
We make sense of the world around us by actively engaging with it. We are keen on uncovering patterns and textures, we learn by looking, touching, and manipulating things. Take the example of infants discovering the world. They grab at objects, observe them from every angle and even smash them. They feel frustrated when they cannot reach something. This frustration comes from the inner desire for discovery.
How companies tried to achieve that?
Companies in different fields from manufacturing to engineering have tried to harness the impact of interactivity in product representation to deliver value to customers. They used an evolving range of alternatives.
When Amazon started democratizing online product sales, many businesses followed suit in an effort to grow their market share. This left consumers with a lack of direct contact with the manufacturers.
To bridge the online-offline gap, companies started providing text descriptions, images, and other visuals detailing the different features and capabilities of their products.
The problem persists, text does not translate well in customer experience. Images are static, boring, and can get frustrating if badly taken. It is just an undynamic (dead) simplification of reality from one singular perspective.
The videos helped solve the inconveniences that images had. Products are shot from various angles which forms a complete representation of what reality may be. Videos even evolved to a 360-degree version that helps you rotate the screen to observe different sides of the “story”. In fact, according to Hubspot “97% of marketers claim that videos help their customers better understand products”
Videos indeed overcame the static perspective challenge. But they are expensive to shoot and edit, and once a product gets upgraded, you’ll need to shoot another one. At the end of the day, you consumers still feel constrained to some angles, sometimes you want to zoom and look from another angle (like any human does right?).
This begs the question, what’s dynamic enough, engaging enough, and Interactive Enough?
3D, interactive by default
This is where interactive Real-time 3D comes into play. It offers a dynamic, engaging, and immersive aspect of product representation that standard 2D images failed to capture.
Real-time 3D is as humane and realistic as visual content can get. It looks like a real-world asset and can immerse the customer in an authentic product experience that blurs the difference between the virtual world and the real one.
3D visualization gives the customer total freedom and control over how to experience and approach a certain product in Real-time. You can zoom in on every detail possible, rotate to all angles to observe it from every corner possible, move it around and even scale up and down.
This seamless use of product representation will sure bring a vital value to the overall customer experience.
3D interactivity and its added value in CX
According to the Forrester Digital Experiences in The Physical World Report “, 94% of the companies that have implemented real-time 3D are expanding their investment.” Indeed, that level of interactivity that real-time 3D has, provides the customer with a sense of security and confidence. They are 100% certain of what they will be receiving on their doorsteps instead of being disappointed with something that looked “nothing like the picture” they saw. Thus, a decrease in returns aligned with an increase in conversion rates. As highlighted by Andreas Schmeidler, Chairman of TSUM “We managed to increase conversion rate by almost 40 percent for products in categories which have been 3D digitized”
This form of visualization also guarantees a smoother customer experience that is obtained by reducing friction like the frustration of not being able to see the other angle of the product that was presented to us via a picture.
All the above and the fact that 3D rendering makes product viewing faster and more accurate translates into increased customer satisfaction.
Real-time 3D does not have to replace your current product visuals, yet it is essential to bring more fidelity and make your business future-proof. It can even be offered as aftersale product support that we at Onboard provide.