How immersive tech improves the customers’ shopping journey
Modern-day shoppers are more focused on experiences than on material possessions. So e-commerce companies must strive to make the online shopping experience enjoyable. Many brands leverage immersive technologies such as 3D, AR, and virtual try-ons in their online stores for this purpose. Let’s explore how this cutting-edge technology elevates the online shopping journey and what Cappasity is bringing to the table.
Immersive content provides detailed product visualization
Customers prefer to examine details closely before making high-end purchase decisions. For instance, a shopper looking at a $3,000 dress online is unlikely to feel like they can get enough information about the item’s appearance from 2D images. However, customers can gain a better understanding of how the dress will look in real life by rotating a projected 3D image and inspecting materials, zips, stitches, and other intricacies.
The experience is further enriched when consumers can visualize the dress on a model in Augmented Reality. With more detailed information and a clearer idea of how the product will fit, customers feel more confident in purchasing premium items such as apparel and fine jewelry. The key metrics obtained after performing the Cappasity customer development prove the point: the client experience becomes 33% more efficient, perception of the product improves by 23%, and customers become 29% more deliberate in their purchasing behavior.
Immersive tech reduces buyer dissatisfaction
Offering customers a clear product understanding, immersive technology is vital for reduced buyer dissatisfaction. This is particularly beneficial for high-end items, as well as everyday products like apparel and home goods. Research shows that high return rates are due to a lack of product photos from the necessary angles and the inability to inspect the product in detail. Returns, which make up nearly 30% of all sales, are often triggered by discrepancies between online product images and the actual item received. This was confirmed as the primary cause of returns by 35% of respondents.
Integrating high-quality immersive content into an online store effectively showcases products from all perspectives, equipping customers with comprehensive visual information. The more informed a customer is about a product, the lower the risk of post-purchase disappointment, ultimately aiding businesses in reducing return rates on their platform.
Immersive content improves customer engagement
The integration of immersive content means that online stores can offer customers a more interactive and captivating shopping experience. The ability to rotate, zoom in, and interact with 3D product images closely mirrors the tactile experience of shopping in a physical store, elevating the overall enjoyment for customers. Besides, the more consumers spend in a shopping environment, the more likely they are to end up with a purchase.
Data collected by Cappasity reveals that the average interaction time with a product’s 3D image ranges from 15 to 30 seconds, depending on the product category. This extended engagement duration results in an increase in the average time spent on a product page, ultimately enhancing the likelihood of a purchase. Notably, key metrics from Cappasity’s customer development efforts indicate that the use of 3D images boosts a customer’s purchase intent by 29%.
How to integrate immersive shopping into an online store with Cappasity
Cappasity offers the first scalable solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds, and marketplaces. It includes the SaaS platform, Easy 3D Scan software for content production, and API/SDK for integration scenarios. The Cappasity platform allows clients to create, analyze, and embed immersive content.
The platform supports general content formats, including 3D models. So, if you have a ready-made 3D model of an item then you can upload it directly on the Cappasity platform with a couple of clicks. Once the 3D model is uploaded, you can embed it into your online catalog. Retailers are also able to activate the AR view for the 3D model for delivery of an AR shopping experience on their websites with our player. Mobile users can instantly launch the AR experience on their smartphones, while desktop users only need to scan the QR code leading to the AR experience. QR codes are generated automatically by the platform and don’t require any additional effort on the client’s behalf.
We’ve also developed our proprietary data format, solving the problem of fast and affordable content production. The technology allows you to create AR Holograms of items without manual 3D modeling. It’s a simple matter of shooting and processing a video with Cappasity Easy 3D Scan software. An AR Hologram is created within as little as 20 minutes, where it usually takes multiple days.
Click the “Cube” icon to activate an AR experience.
Cappasity AR Holograms provide animated views, allowing shoppers to see materials in movement and better envision how the desired items would fit. Besides e-commerce, they can also be used in brick-and-mortar stores. Retailers can print QR codes redirecting shoppers to AR Holograms and add them to item tags for the realization of an AR-based shopping experience. The consumer simply needs to scan a QR code with their smartphone to explore a whole outfit or separate items in the surrounding environment. Using AR to view fashion pieces allows consumers to get a clearer sense of their real-life appearance, enhancing the shopping experience by making it more interactive and user-friendly.
To leverage immersive tech into your online store, contact our team at support@cappasity.com.
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