For retailers with larger budgets who are ready to grow, the next level of product visualization involves 3D models and animation. Merchants can also scale these elements to match their needs.
We’ve written about the merits of product configurators before. To recap, not only do configurator tools allow your customers to create their own products; as a retailer, you learn a lot about what your shoppers want as they customize your products. On the topic of product visualization, configurators let people rotate their item to see what they’ve created from every angle. This is done either as a 2D or 3D model.
This kind of ecommerce product visualization doesn’t require animation, and it still gives a really nice, full picture of the final item. People have the opportunity to interact with the photo and view it from all aspects. There’s a lot of opportunity in offering this kind of customization. It does, however, come with its own set of questions. What are all the possible options? How do the various options look together? How are these combinations going to look together?
Once you’ve cracked these answers, you have a way for customers to build something that they can take ownership of and see it right in front of them.
3D models and animation represent the most complex, as well as expensive, approach to visualization. Yet they have their value – and their future. Innovative companies like Threekit are making this level of visualization more common.
Awhile back, we interviewed Daniel Beauchamp, the Head of Augmented and Virtual Reality at Shopify, and he was especially excited to see the 3D world of product visualization enter the mainstream. This kind of visualization lets customers see products from every angle. With augmented reality, they can take it a step further and place the product in their own home. The potential here is big. For merchants eager to take visualization to this level, the first step is make 3D models of your products. (Either in-house or with a company like Threekit.) Then, no matter how you choose to engage in 3D selling, whether it’s through virtual or augmented reality, you’ll have the key components ready.
As you think about product visualization for your online store, remember that there are low-cost ways to step into this world and still have a big impact. You can communicate with user-generated content and include more customer-inclusive imagery. Or you can promote your products through video, especially if you need to show technical complexity or product volume. Lastly, moving into 3D imagery and animation can really give your shoppers a full, immersive view of your product line.
No matter which approach you choose, put the effort into showing your products as thoroughly as you can. The number one goal is to give your customers all the visual information they need to finalize their purchase.
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