As a result, more brands need to look for ways to incorporate 3D and AR tech into their omnichannel strategy.
Where Does AR/3D Currently Stand?
As with all next-gen tech, there have been some early adopters, especially in the realm of fashion, footwear and accessories, that are already employing 3D and AR to enhance the ecommerce experience. For example, Nike now has Nike Fit, a mobile shopping feature that helps customers find their perfect shoe fit using their smartphone camera. Utilizing 3D scanning tech, the app is then able to create a 3D model of their feet to help them better find the right shoes to fit their desired style and function.
On the B2B side, Merrell is using 3D and AR tech to sell their products via digital showrooms, prior to manufacturing and shipping, to increase speed to market, reduce costs and lower their carbon footprint.
The furniture and home goods space is another sector of the market that’s seeing increased applications of this technology. Brands like Wayfair and Ikea offer their mobile users an AR feature that allows them to use their phone’s camera to virtually preview how an item would look in their home, true to size.
Outside of day-to-day consumer uses, many brands, especially luxury labels like Gucci, Hermès and Balenciaga, are experimenting with 3D and AR tech to engage with consumers in the metaverse. In 2021 Balenciaga dropped a digital collection for Fortnite, an online video game by Epic Games, which featured digital outfits inspired by some of their real-life designs and products. Fans who purchased the physical product could then unlock the digital versions or choose to purchase the digital versions with virtual currency to use as clothing and skins for their Fortnite avatars. $50 billion was spent on in-game purchases in 2022 and this figure is expected to continue to grow, so every brand should be looking at ways to have a presence in virtual worlds like Fortnite and Roblox that have large user bases.
No matter the use case, these brands are bridging the gap between the digital and physical shopping experience to meet potential customers wherever they may be — at home, on the go or engaged with the metaverse. These early adopters are already reaping the benefits of using 3D and AR tech as part of their omnichannel strategy.
What Are the Benefits to Brands that Implement 3D and AR Tech?
In today’s digital age, customers expect a seamless and engaging experience when shopping online, and brands that fail to deliver risk losing customers to competitors that are delivering more innovative approaches in their ecommerce strategy. Though 3D and AR implementation is still in its earlier stages, it is a great way to stand out in today’s crowded marketplace. Additionally, there are other benefits of utilizing 3D and AR tech
