Imagine having the whole store to yourself when you go shopping

Enrique Dans
Dec 2 · 2 min read

The use of 3D configurators to provide an experience that can be decisive to potential customers, is a well-established technique used by more and more brands in a growing number of sectors, from automotive to real estate. An article in TheNextWeb, “3D configurators aren’t a gimmick — they’re the future of shopping”, discusses the appearance of a generation that prefers digital experiences in a familiar, stress-free environment, as opposed to doing so at the point of sale.

The website Chevrolet used to unveil and configure its C8 Corvette attracted far more visitors — 940,000 — than bothered to go to the carmaker’s dealerships. Potential buyers clearly preferred the experience of choosing the options they might want for the vehicle: paint job, interior, extras, etc., over that of being subjected to a high-pressure pitch by a car salesperson: the profession with the third-highest reputation for dishonesty in the United States after that of member of Congress and lobbyist.

The idea of a stress-free product experience is increasingly common in the real estate sector, thanks to the development of technologies such as virtual reality, which offer the possibility of complete immersive experiences. Similarly, Body Labs, the company acquired by Amazon in October 2017, seems to have intentions to use 3D configuration technology for fashion purchases; Zara and other brands have long had apps for virtual trying on their clothes.

What other applications could 3D configuration technology be used for? Well, IKEA has already had for a long time an augmented reality app to see the effect its furniture will have on your home. Will the shopping experience become something similar to a video game, a virtual place where we can meet friends and experience a product while sharing it with friends and family, without the pressure of a salesperson, without the discomfort of the changing room, and without anyone else in the store?


(En español, aquí)

Enrique Dans

On the effects of technology innovation on people, companies and society (writing in Spanish at enriquedans.com since 2003)

Enrique Dans

Written by

Professor of Innovation at IE Business School and blogger at enriquedans.com

Enrique Dans

On the effects of technology innovation on people, companies and society (writing in Spanish at enriquedans.com since 2003)

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