How brands are improving customer experience in 2023
In 2023, consumers increasingly want their interactions with brands to be experiential and unforgettable. To make it a reality, brands are looking for new ways to enhance customers’ shopping journeys. According to Metrigy’s research, customer experience is the number one priority for companies increasing their technology spending this year, with 65% of companies planning to do so — by an average of 24%. Let’s take a closer look at how brands are elevating shopping experiences in 2023 and how Cappasity’s solutions can help you bring CX to the next level.
Increase customer loyalty with innovative programs
One of the best ways to enhance the customer experience in 2023 is to launch an effective loyalty program. Increasing engagement and providing positive experiences, loyalty programs help to create an emotional bond with customers. In turn, this makes them more likely to choose the brand over competitors. Studies show that loyal customers spend 67% more on products and services than new ones. However, today’s loyalty programs often lack differentiation and are easily copied. So how can a brand stand out from the competition in 2023?
This is where so-called NFT-based loyalty programs come into play. Such programs have gained popularity as a more engaging alternative to usual customer loyalty programs over the past couple of years. To give you an idea, each physical product from Prada’s Timecapsule collection now comes with a free NFT, giving its holder access to exclusive benefits and brand experiences. Clinique has also experimented with NFTs, though in a slightly different way. The beauty brand has given away three unique NFTs to active members of its community. To win an NFT, the brand’s fans needed to sign up for the Clinique loyalty program and explain how they bring optimism to the people around them on social networks. This is how brands can reward consumers for being loyal and give something valuable back to them.
Deliver immersive shopping experiences to consumers
Immersive shopping is one of the main tech trends transforming customer experiences and opening up new possibilities for brands willing to invest and innovate according to Acxiom’s Beyond the Metaverse: CX Predictions for 2023. Immersive technologies like 3D and AR provide detailed information about the product, create greater confidence in it, engage consumers, and make shopping more personal. One of the best examples of how a brand can increase customer experience with immersive technology is IKEA’s AR-based mobile app. It allows consumers to put the desired furniture pieces in their surroundings and examine all the details like they’re in front of them.
Use AI-driven insights to provide personalized shopping experiences
Artificial Intelligence is rapidly evolving and already helps retailers in a variety of ways. One of the best things about AI is that it allows brands to analyze customer behavior and preferences. More engaging and personalized shopping experiences can then be delivered, based on this data. For example, sportswear giant Nike developed a system, which allowed customers to choose the colors and graphic elements they’d like to add to their customized sneakers. The system made use of AI, object tracking, and projection systems to create the desired product, 100% tailored by the buyer, according to their tastes. Nike is also using AI to collect a huge amount of useful data for the design of new products, together with the delivery of personalized recommendations and marketing messages.
How to bring customer experiences to the next level with Cappasity
Cappasity is the first scalable SaaS solution for the fast production and easy embedding of 3D and AR content into websites, mobile apps, classifieds, and marketplaces. The solution includes the SaaS platform, software for content production, and API/SDK for integration scenarios. With Cappasity, brands can create interactive 3D Views of items within as little as 5 minutes per SKU and AR Holograms within 20 minutes where it usually takes weeks. 3D View and AR Hologram are our proprietary data formats that we’ve developed to solve the problem of fast and affordable immersive content production. Besides, our clients can upload their ready-made content to the Cappasity platform, including 3D models and 360 photos, and embed it into their catalogs.
3D content created with Cappasity allows shoppers to interact with items as if they’re holding them in their hands: changing the angle of perception and zooming in to see all the tiny details. This additional interactivity helps them better imagine how the items would look and fit in real life for more informed purchase decisions. Our clients’ experience has shown that immersive content makes online shopping interactive, increasing sales by more than 30% and reducing returns.
For example, Julieta Maidana, E-commerce Manager at Jazmin Chebar, commented after the brand partnered with Cappasity, “The Cappasity solution helped us in that goal and moved us to a new stage of product representation with high-quality 3D images. We saw improvements in our conversion rates and time spent on the product page, and managed to achieve impressive results across all departments thanks to Cappasity 3D technology.”
Cappasity AR Holograms provide animated looks, allowing shoppers to see the materials in movement and the quality in detail. Brands can use AR Holograms for not only e-commerce but also for in-store shopping engagement since AR Holograms target a common pain of shopping for apparel — the inability to envision how the clothes on hangers will look in real life. To help consumers better understand how the item fits, a store can print QR codes redirecting shoppers to AR Holograms and add them to item tags. The consumer will simply need to scan a QR code with their smartphone, and they will be able to explore a whole outfit in the surrounding environment.
On top of that, our enterprise clients are provided with access to an AI-based analytical system that allows them to study consumer behavior on a website or a mobile app. For example, Cappasity AI helps brands measure consumers’ engagement — they can track all consumers’ interactions with their 3D Views, like rotating items, zooming in, etc. It’s also possible to extract specific data about consumers’ behavior and preferences using Cappasity AI. Each 3D View uploaded to a website is matched with corresponding tags, allowing you to extract specific data for different audience segments. For example, you can see how consumers of a certain age react to a specific product category. This is helpful when analyzing the behavior of different audiences and their reactions to certain products or product categories.
Besides tools for immersive content production, Cappasity is now working on a solution that will allow fashion brands to launch NFT-based loyalty programs. Apart from text, pictures, and videos a Cappasity NFT can also contain immersive content, including AR and virtual try-on experiences, as well as VIP benefits for NFT holders, like runway show passes, backstage meet and greets with a brand’s designer, exclusive access to pre-sales of items, and more. Brands can add new content to NFTs even after their customer gets the token, which allows them to use Cappasity NFTs as a new customer communication channel.
To increase customer experience with Cappasity, contact our team at support@cappasity.com.
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