3D technology is a game-changer for marketers

Have you ever regretted buying something? I would be surprised if the answer was no. We’ve all been through”Buyers remorse” at least once in our life. The classic advice for avoiding a bad buy goes something like this: “Can you see yourself using it or wearing it?” You know, close your eyes and imagine yourself in this new car, this new outfit, this new house, these new shoes? Visualize your experience with anything you want to buy. Well, this technique may work for some, but not for all.

No brand wants anyone to have buyer’s remorse – it damages reputation and with the power of social media, bad news about a product spreads quickly – and it’s very important for brands to do all that is in their power to help alleviate post-purchase frustration for customers.

That said, most of us need real (or near real-life) experiences to judge whether or not we like something. We have to try something. Sit in that new car or on that new couch. Take a walk through this house for sale. But what if you physically can’t? Can brands help customers have such real experiences, remotely, before making a purchase? The answer is yes. In fact, 3D technology opens up a whole new world of possibilities for marketers.

Bridging the gap between virtual and reality

We talk about the importance of the omnichannel approach and how online shopping is increasingly intermingling with offline shopping, but there is still a significant gap between pre-purchase experiences on different platforms. For example, we love to shop online, but sometimes it’s too hard to know for sure if that new gadget is really what we want. Yes, there may be millions of reviews and videos out there, but nothing beats holding it in your hand so you can see for yourself, right? That’s when you head to the retail store.

What if we could experience it without leaving the couch? We could “feeland understand what would it be like to use the product? Get in the car and look around, and even get in the drivers seat-or try on those jeans and take a look at our rears? 3D technology can help marketers bridge the gap between reality and virtual to create a better and more complete shopping experience for customers.

How 3D could help brands

In terms of product marketing, 3D computer-generated imagery (CGI) has been around for almost a decade, primarily used by the automotive industry. A 2012 Forbes Article by Alex Southern explained how companies are using catalogs and 3D images to create more engaging and profitable marketing offers. Today, brands are using high-end visualization to deliver true immersive reality to optimize the customer experience. As the use of 3D has continued to evolve in the automotive industry, there are a myriad of customer service applications, from shoe design to aircraft manufacturing. I saw many examples of virtual product interactions at a recent 3DEXCITE Live (Dassault Systèmes) event I attended, and I can assure you that 3D visualization applications will change the way brands market their products and engage customers in-store and online. Footwear maker Deckers 3D scans physical materials to incorporate into 3D mockups and shortens the design process for its footwear brands. For now, this makes the design process easier, but just imagine being able to visualize not just the color, but also the fabric and texture that clearly distinguishes suede from leather in marketing materials or in its “create your own” interface. bespoke shoe. I saw a demonstration of a wall-sized interactive touchscreen placed next to a white Cadillac ATS, which served as a blank canvas for passers-by to see projected custom color and option packages on top of the physical car. This type of personalized window shopping can take place even when the store is not open. Stop by when the store is open and you can put on a helmet to sit inside virtually any car with any option set. Gone are the days when every car color and option has to sit in the field to show off what a customer can experience virtually.

As brands use 3D to allow customers to explore products and services in a virtual environment and experience the product before buying it, they are improving the online shopping journey, shortening the purchase cycle and inspire greater confidence in the purchasing decision. The benefit for the brand and the customer is greater overall customer satisfaction.

Even more powerful ways for marketers to use 3D

But today, brands are doing more. 3D mobile ads are a new marketing trend that is paving the way for the future of virtual reality marketing. Social media giants like Facebook, Instagram, and YouTube have entered 3D video gaming with the aim of improving user interactions with video. This is great news for brands, and some of them are already taking advantage of this capability.

A case in point is Jameson whiskey 3D advertisement on Facebook and Instagram. Billed as the first of its kind, it gives the illusion of a glass of whiskey sliding through a bar and flying out of the video, only to be ripped off the screen by a (lucky) outstretched hand. The campaign follows the announcement at this year’s F8 conference that Facebook will allow users to upload immersive 360-degree videos as part of its $2 billion acquisition of Oculus Rift.

For brands, allowing customers to explore products and services in a virtual environment can certainly help them improve the online shopping journey, potentially shortening the buying cycle and the selling cycle as more people would feel confident buying directly online, without having to physically visit a store to manhandle the product. And there are a myriad of other “customer service” opportunities when it comes to using 3D technology. Targetmarketing.com explored a few in one recent article:

Branding and storytelling. Video plays an important role todays branding and marketing efforts. Using 3D videos, marketers can attract, connect and engage with their customers through interactive virtual tours and immersive storytelling. “Obvious applications are in real estate, tourism, hospitality and higher education.”

Product demos. By helping customers experience better, more realistic product demonstrations, brands can help avoid potential buyer’s remorse and help customers feel more confident that what they’re looking at, virtually, is exactly what they are. they want in real life. “3D experiences can place visitors inside or outside of a virtual sphere. This presents exciting opportunities to demonstrate how products work or visualize their benefits. »

Sales support. “Consider using the immersive environment to teach soft skills like teamwork and collaboration, or provide visual instructions for product merchandising.” In addition, the use of 3D product manuals can reduce after-sales product support costs and can also improve troubleshooting and overall customer support results.

  1. Adding 3D technology to promotional games and gaming campaigns can create better and more realistic gaming experiences. “3D environments make promotional games or game-based training so realistic that audiences can step into the game and feel like they’re really there.”

Today, when the need for brands to become customer-centric is stronger than ever, 3D technology can certainly help make this goal more achievable. While heAs it is still early to comment on its true impact, 3D technology is definitely a marketing trend to watch.