The New AR Format for Product Demonstration Has Arrived
Do you consider your business to be innovative?
If you answered ‘yes’ to the question above, chances are you already know about immersive shopping — the application of 3D and AR technologies in online retail. Interactive 3D content allows users to rotate an object and zoom in to see the details. Augmented reality helps to evaluate how the product will look in a physical context or on the buyer’s person. Immersive shopping drives sales and decreases the number of product returns.
Who benefits from this technology?
More than a billion smartphones and tablets can display AR content today, and very soon it will become a natural part of the consumer experience. Both retailers and customers will benefit from AR. For the former, it’s a chance to showcase products in an interactive way and receive an instant emotional response. For the latter, it makes online shopping more exciting and effective.
How much does it cost?
Due to high costs, some immersive technologies are not available to most brands. For example, if you choose to produce content using 3D modeling, you will have to pay prices starting at the $750 mark for every single digitized product.
Luckily, there are options on the market that fit into a more modest budget. For example, Cappasity AR holograms can be created from videos and photographs taken by retailers themselves.
Will it work for you?
Cappasity began as a luxury-tech solution that has since been adopted by other retail segments. Today, both mass market and emerging designer brands are ready to use immersive technologies.
To make 3D/AR technology even more affordable, Cappasity developed and patented the 3D View format. It allows you to showcase objects in 3D directly on the product page. Users choose whether they want to interact with a 3D View on the website or in augmented reality (AR-holograms). Moreover, AR-holograms work in any browser on a mobile phone, no installation required. You can see it in action here.
“It took us three years to develop AR holograms. But thanks to the Cappasity developers team, it finally became possible,” said Kosta Popov, CEO of Cappasity.
How will the technology evolve?
Soon Cappasity will introduce a simple and effective integration of 3D and AR into marketplaces that are set to exceed the exciting $7 trillion mark by 2024.
It will be possible to shoot this new type of 3D content on a regular mobile phone, simply by moving around the object with the phone camera. The video can then be uploaded to the Cappasity platform and, after automatic processing, can be embedded into the marketplace. Hotspots with product details will also be added to the 3D View.