3D shopping, essential marketing tool or inaccessible technology?

The term is used more and more often, and we have to admit that it is intriguing. What is the shopping 3D and what is its impact on sales? Take a look at this technology that seems to generate the enthusiasm of consumers and companies, but which raises the skepticism of marketers.

What does it eat in winter?
the shopping 3D is, among other things, the ability to see a product in three dimensions, or to experience it in real time from your smart phone or tablet. Based on the use of augmented reality, this tool allows consumers to approach coveted products online in a completely different way, in order to reproduce the shopping experience experienced in-store.

For example, if you’re thinking of getting a handbag, you can now “project” it onto your phone’s camera, as if it were on your kitchen table. You not only avoid queues at checkouts, you also get an idea of ​​the dimensions of the product and its look from every angle. Handy, right?

This is also what was said Googlewhich since 2020 has allowed its users to view certain products in 3D from Google Search. Following in the footsteps of social networks already playing with augmented reality through several filters, Google wants to offer consumers the chance to observe the coveted product from a 360 degree angle.

When commercial giants have fun
More and more companies around the world are considering the added value of such technology. IKEA launched an iPhone application dedicated to augmented reality that allows its customers to project the furniture in a room onto their camera, taking into account, for example, the measurements of the sofa and those of the living room.

Sephora also uses AR so that its consumers can, using their camera, “test” the different shades of products. Sephora even offers makeup tutorials based on a real-time image of your face. So you can learn more about applying eye shadow according to your eye shape. If you like what you see, you buy the makeup directly on the platform. All you have to do is wait for the delivery!

On his side, Nike has solved one of the most common problems when buying shoes online: wrong sizes! Using its app, Nike measures your foot and makes sure to tell you your size. All you need to do is point your camera at your foot, and that’s it.

What are the benefits for consumers?
Of course, viewing a product from one’s living room allows for a more informed decision to be made before a purchase, and therefore reduces returns. Overall accessibility to a multitude of products is facilitated, while increasing the feeling of trust. For Gladys Kounkouconsulting director of the agency Bobit is also a powerful tool for shaping the customer experience.

“The consumer’s manifesto is different when they are sitting on their sofa versus when they are outside, in the store, with the noise and the large product offer. To be an interesting tool, the shopping 3D must be intimately linked to the societal context. We must understand the environment in which our client finds himself. It’s not just about physical or digital space, but it’s also about what’s going on right now. For example, inflation can impact a brand’s narrative,” she explains.

Yes, we offer people a better contact with the product, but for the specialists of the agency Bobit’s above all a wonderful opportunity to use technology to immerse them in the company’s universe, give them an experience and build loyalty.

3D, but not at all costs
Although the progress for augmented reality is frankly impressive and large companies are rushing to embark on the adventure, it seems unlikely that the majority of SMEs will be ready to embrace these

new practices. According Jean-Francois Joyalpartner at Bobthe brakes and the costs are still too great.

“Some brands find it appealing, but I don’t believe it will be something that will be adopted in the next few months or years. There are concerns elsewhere, with rising costs. We need to see a quick return on investment and this technology has not yet proven itself here. It’s definitely a hindrance.”

This is without mentioning the differences between consumption habits in large urban centers and those in rural areas, which are numerous in Quebec and Canada.

“Anything that takes consumers more time is not necessarily positive. The consumer wants help to make a decision faster. He/she seeks ease. If we multiply the ways of selling, it complicates the process. The person who shops in a village grocery store does not need to have a digital experience!”, explains Jean-Francois Joyal.

A promising future
Despite the obstacles that currently prevent mass accessibility to a tool like 3D, the possibilities remain enticing. According to the American investment bank Goldman Sachsthe market value of virtual reality and augmented reality could reach $1.6 billion by 2025. That’s a come to think of it!



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