by In today’s fast-paced digital landscape, the furniture industry is increasingly embracing advanced technologies like augmented reality and digital imaging to enhance the online shopping experience. Both manufacturers and retailers are not only empowering their customers to make more informed decisions but also future-proofing their respective businesses in the ever-evolving world of e-commerce.
The Immersive Power of AR and Digital Imaging
According to online retail experts, 60% of surveyed consumers say they want to use AR to buy furniture. AR and advanced digital imaging are allowing consumers to interact with products in ways that were once the stuff of science fiction. With a 360-degree 3D viewer, shoppers can rotate furniture items and examine them from every angle. AR technology takes it a step further, enabling customers to see how a piece will look in their actual living space, bridging the gap between online shopping and in-store experiences.
For retailers, this means more than just a cool feature; it’s a game-changer for customer engagement and satisfaction. By offering a more personalized shopping experience, these tools help customers overcome common online shopping hurdles, such as doubts about product dimensions or aesthetics. The result is a more confident purchase decision, often leading to lower return rates and higher customer satisfaction.
Shopify says its merchants utilizing 3D models have experienced a 94% increase in conversions, indicating that interactive 3D experiences effectively engage customers and drive purchases. Other professional 3D services have reported enhanced customer engagement — one source citing approximately 82% of online visitors engage with products presented in 3D, with 34% interacting with 3D views for more than 30 seconds, which can lead to increased sales and customer satisfaction.
As the industry’s leading visual commerce platform, Intiaro has intimate knowledge of how these tools transform the customer journey for manufacturers and retailers, working hand-in-hand to create more immersive and engaging online shopping experiences that drive engagement and sales.
Cost Efficiency and Scalability
One of the most compelling reasons for online furniture retailers to adopt digital imaging is the significant cost savings it offers. Traditional photoshoots are not only expensive but also time-consuming. Digital imaging, on the other hand, allows for high-quality, scalable product visuals without the need for elaborate setups. This translates to quicker product launches, more extensive product displays and, ultimately, a faster time to market.
Moreover, the ability to create customizable and personalized product options through digital tools boosts customer engagement. When customers can tailor products to their preferences, they are more likely to be satisfied with their purchase, further reducing return rates and enhancing brand loyalty.
Commitment Leads to Success
Several industry leaders have already demonstrated the value of AR and digital imaging in driving sales and customer satisfaction. When committed and invested in success, retailers across diverse industries and channels are innovating and implementing the technology with resounding results.
Ikea’s commitment to digital transformation has resulted in e-commerce sales growing from 7% to 31% of total revenue over a three-year period, reflecting the company’s successful adaptation to changing consumer behaviors and the increasing importance of online shopping channels.
Amazon’s AR View feature, which allows customers to visualize products in their homes, has significantly increased customer engagement and conversion rates. From 2018 to 2022, the e-commerce giant saw an eight-fold increase in customers who viewed a product in AR. In 2022, Amazon observed a 2X improvement in purchase conversion on average when customers click on View in 3D or Virtual Try-On (for apparel) buttons for enabled product listings.
Similarly, Sephora’s Virtual Artist tool has not only boosted conversion rates but also increased the average order value, showcasing the potential of AR to enhance customer confidence in their purchases. The beauty retailer’s AR try-on feature led to a 35% increase in online makeup sales, giving customers confidence to purchase products online with personalized recommendations.
The Rise of VR Showrooms
While AR has already made its mark, virtual reality is emerging as the next frontier in online furniture retail. VR showrooms offer an immersive, interactive experience that could become a staple for tech-savvy consumers. These virtual spaces allow shoppers to explore entire collections in a simulated environment, providing a level of engagement that goes beyond traditional online browsing.
At Intiaro, the journey began with AR, and it has since expanded into VR, developing cutting-edge solutions that align with the evolving needs of the industry. With the advancement of mixed reality devices like the Apple Vision Pro and Oculus 3, we’re excited about the future possibilities these technologies hold for enhancing the customer experience. At the fall High Point Market, Kravet Inc. launched the industry’s first mixed reality application, Arrange 3D powered by Intiaro.
Challenges and Solutions in Digital Imaging
Despite the numerous advantages, implementing digital imaging technologies comes with its own set of challenges. From the cost of developing high-quality digital assets to meeting customer expectations for seamless experiences, retailers must navigate several hurdles to fully capitalize on these tools. To overcome these challenges, it’s crucial for retailers to partner with experienced digital imaging providers who understand the specific needs of the furniture industry.
As the furniture industry continues to evolve, the integration of AR, VR and digital imaging technologies will become increasingly important. These tools not only enhance the customer experience but also provide retailers with valuable data and insights that can inform marketing strategies, optimize inventory and predict future trends.
A 2022 survey of over 2,000 Amazon customers holds the directive for retailers. In it, 94% of customers said they would use the Virtual Try-On feature again. Today’s online customer demands technology. A retailer’s response determines its future.
Michal Stachowski is co-founder and chief commercial officer for Intiaro, a provider of 3D visualization and augmented reality technology for the furniture industry.
