Augmented reality is present in all smartphones, tablets and PCs. Faced with these technological developments, marketing and sales departments must adapt and be able to attract customers who are increasingly demanding the visual aspect of a product or service. Their objective: to streamline and personalize purchasing journeys. Modeling tools can thus help salespeople with a virtual representation or digital model of the product or service offered. So, how does 2D and 3D modeling constitute an effective sales support tool? Explanations from Jean-Hugues Ferreira, customer experience specialist with field and marketing teams.
Discover the fundamentals of virtual commerce or V-commerce.
V-commerce, what are the differences between virtual reality, augmented reality and mixed reality?
Virtual reality (virtual reality or VR): total immersion in a virtual world
Virtual reality immerses users in a fully simulated, often computer-generated world. By wearing a VR headset or glasses, the user is completely immersed in a virtual environment, in a different space totally isolated from physical reality.
We must prioritize the use of VR applications for V-commerce in physical points of sale. Few customers are in fact equipped with this type of headset at home.
Augmented reality (AR): virtual elements to enhance the real world on smartphones and tablets
Augmented reality is the technology that allows a person to overlay images or real-time information on their environment. Thanks to this technology, through a mobile device, a tablet, a PC or specific glasses, we can interact with our environment.
Augmented reality inserts virtual elements into the real world via 3D models. This technology increases the perception of physical reality by adding visual, auditory or sensory information to also enrich the customer experience at certain touch points.
Mixed reality (mixed reality or MR): a fusion between virtual and real on all types of screens
Mixed reality is a middle ground between VR and AR. It combines elements of the real and virtual world to create an interactive experience. Mixed reality users can see and interact with virtual objects and 3D holograms integrated into their real-world environment.
Mixed reality requires a mixed reality headset or glasses. It is a more complex and more expensive device than a simple VR headset.
Read also: V-commerce, myth or reality?
V-commerce, what fields of application for 3D models?
Digital visualization of buildings, decorations, automobiles, ready-to-wear, luxury products, online shopping with virtual fitting. Augmented reality and 3D models now represent the majority of consumer applications for V-commerce. Indeed, according to the Foresight Factory study, 25 % of millennials have already used augmented reality when making a purchase in 2021.
The augmented reality application uses the smartphone camera to capture the view of the environment in real time. The algorithms ofartificial intelligence (AI) detection analyze live video. They identify flat surfaces where virtual elements can be placed.
Once the surface is detected, the app uses built-in sensors to track the phone's position and orientation. This allows virtual elements to remain fixed in specific locations when you move the smartphone.
Certain computer screens (PCs), TVs and other large “Workbench” type screens equipped with ever more efficient panels are beginning to integrate advanced capture and tracking technologies that also facilitate immersion.
Some 3D showrooms are designed to provide highly immersive multi-sensory experiences via giant screens, sound and 3D tracking. But they still remain anecdotal in V-commerce. The reason is high installation costs.
New digital tools for innovative customer experience journeys
What are the different modeling tools available to salespeople, business managers and marketers?
1. Augmented reality applications
ARKit (iOS) and ARCore (Android), Snapchat Try On and Instagram AR Filters…
These platforms allow marketing teams to create fun applications via augmented reality filters on smartphones.
2. E-commerce platforms with AR
Shopify AR, Magento Commerce and WebAR (Prestashop)…
These tools offer AR features that allow online retailers to integrate virtual product trials into their e-commerce stores. The goal: to create more engaging experiences.
3. Virtual reality and mixed reality platforms
Oculus for Business, Magic Leap and HTC Viveport…
The solutions offered allow brands to create experiences on VR and MR headsets or 3D showrooms.
A few examples
- In the field of decoration and construction, there are a number of digital solutions to boost the customer experience and advice.
- Ikea Kreativ, Amazon AR View, Castorama Atomia, Houzz Déco: intuitive apps to configure and personalize an interior space then present it in augmented reality.
- Houzz Pro: an app dedicated to interior design project managers to model furniture and preview in 3D all the elements likely to be involved in renovation work, from floor to ceiling including walls.
- Vaillant ShowPoint, Daikin 3D, Panasonic: apps intended for technical salespeople to create visual renderings of the installation of air conditioning systems or heat pumps.
- Seguin, JC Bordelet, MCZ: applications for wood stove sellers with rendering allowing you to virtually test different models in an interior to advise your customer.
Some applications allow the creation of 2D and 3D plans and 3D tours to guide customers in their purchasing and construction projects. So many sales support tools that salespeople can benefit from in order to support owners, lessors and project owners in viewing renderings. It is thus possible to virtually explore different variants and options for their habitats and to make the connection with the proposed price offers. This approach facilitates decision-making because owners have the opportunity to request improvements or modifications before work begins. They can also plan more easily in a long-term project comprising several phases.
The impact on the ROI of V-commerce
• An effective acquisition and loyalty lever
According to the GetApp study, 45% of consumers say they are likely to buy more from brands that offer immersive interactions.
• More engaging and entertaining sales experiences
According to the Foresight Factory study, 56 % consumers surveyed in France say that augmented reality has encouraged them to buy a product or service.
• Better customer experience
Christian Dior generated an ROI multiplied by 6.2 on a Snapchat campaign using augmented reality and offering to try 6 different models of its new B27 sneakers.
• A reduction on inventory costs because virtual products do not need to be physically stored
What questions should you ask when choosing the right modeling technology?
We use the QQOQCP project management method.
- Who is the target?
- What products and services are affected?
- Where are the key touchpoints in the customer journey?
- What are the deadlines for implementing these tools?
- How to choose the right immersive tools with relevant KPIs and ROIs?
- Why would these tools improve the overall customer experience?
The Developments in the retail model are resulting in massive investment in V-commerce solutions that redefine a new standard of customer experiences. This translates into striking and personalized mixed and augmented reality digital experiences via sales team smartphones and tablets.
These new tools can be integrated into any single-channel or multi-channel customer journey, but they are even more suitable for cross-channel and omnichannel via the complete digitalization of certain journeys. So many challenges for marketing and sales teams to overcome, enabling them to enrich and trigger the act of purchasing with ultimately few resources.
