3 Cost-Effective Marketing Tactics That Will Help You Get Ahead of Your Competition in the Furniture Market
If there were any way to describe 2020 for home furnishings retailers it would be “Add to Cart”.
Of course, the furniture industry was already in the middle of a digital transformation before the year of the black swan, but the sudden onset of the global pandemic accelerated the transition.
What seemed pleasant in a business-as-usual context became an integral part of the “new normal” survival strategy. What is it do you think
We’re talking about an optimized, low-cost e-commerce presence.
In traditional retail stores, location and skilled salespeople were perhaps the most important factors influencing customers’ decisions about purchasing a particular item. However, different rules apply to e-commerce. Or very few rules to put it in perspective.
With brick and mortar stores closed, retailers of all types and sizes jumped online, fueling competition for consumer attention and the share of wallets.
They quickly learned that online shoppers value a smooth user experience, detailed product descriptions, ratings, and an endless supply of compelling product visualizations.
Millennial and Gen Z shoppers Expect at least 8 images and 4 videos per product to be able to put it in the cart with confidence.
When you’re under pressure to increase online sales, reduce ROI and retain customers, we have three proven ways to improve your ecommerce strategy while reducing costs.
# 1 Experiment with 3D product visualizations … and reduce your marketing costs by up to 10 times
Product photo shoots have traditionally been a complex and expensive process.
This is how it usually works: you select the products, send the prototypes to the right place, stage and illuminate them, photograph them and finally bring them back to the warehouse. Then comes the post-production phase, where photographers have to edit and retouch the images to develop the final version.
But how many of us live in a perfect world?
In a less than ideal but very likely scenario, a creative assignment changes, there is a shipping delay, or photographers let you down. If the photo shoot cannot be saved, you will have to repeat the same operation.
And even if Things are going according to plan, product photo shoot turnaround times are ridiculously long. You will spend a lot of time and money on logistics, increasing expenses, and talent management. In situations where physical product photo shoots are not an option or products are not ready to be photographed, you are in hot water.
Enter the 3D product visualization.
Advances in 3D modeling technology have ushered in a new era of virtual product visualization that offers brands a cheaper, more convenient alternative. Digital artists can now create photorealistic 1: 1 product mockups and use digital environments, lighting and cameras to create an unlimited number of variations of images at a fraction of the cost that traditional product photographers would charge.
IKEA, one of the earliest adopters of 3D product visualization, had already started adding computer-generated models of their furniture to their catalog in the early 2000s. Today, Over 75% of their marketing images are 3D renderings.
It wasn’t until last year, when the pandemic forced many non-essential businesses to close, Box & barrel almost canceled the start of the seasonal campaign because no photo studio could do a photo shoot. Switch to 3D rendering helped the company avoid losing an effective marketing campaign while saving money in the process.
So where do you start
The upfront cost and hassle are minimal – retailers can use their smartphones and capture a few reference pictures Submit them to 3D artists through a corporate platform like CGTrader ARsenal. Prices vary based on the complexity of the 3D model, but tend to hover around the $ 50 mark for 3D modeling and post-processing of each product.
A whitespace 3D rendering – a 3D product model against a white background – allows you to take multiple images from every possible angle and perspective, giving consumers plenty of visual evidence of the quality and characteristics of the product. Plus, you can easily change a product’s colors, patterns, and textures without any option to produce and assemble.
# 2 Create compelling product placements in lifestyle scenes … without time-consuming photo shoots
Lifestyle scenes have the power to stimulate the customer’s imagination.
While browsing whitespace product renderings helps customers assess quality and functionality from every possible angle, lifestyle scenes access the visual part of the brain, adding to the appeal of the product.
If you had to stage physical room sets to showcase your products in different environments, it would put a significant strain on your budget. 3D furniture visualizations, on the other hand, provide an incredibly inexpensive way to get enticing, versatile product visualizations that are digital and print-ready.
The same classy leather armchair can be used in a variety of interiors – from a photorealistic Scandi-style office to a cozy, rustic-style living room – and will help you attract the attention of customers of all tastes and budgets.
OTTO, the German market leader in online furniture retail, is a convincing example of the use of 3D product visualization as a competitive advantage. The company offers around 2.8 million unique items in his online shop. Taking professional photos of these products through physical photo shoots would require an incredible amount of time, effort, and financial resources. Imagine lugging these 2.8 million objects into a studio or picturesque locations around the world, setting up a backdrop, hiring a photographer with the right equipment, taking at least 25 pictures of each product from different angles, editing them and then choose the best. Then you would have to dismantle, pack and cart everything 2.8 million times.
If it sounds like too much work, it’s because it is!
Computer generated lifestyle scenes give brands creative freedom at a drastically reduced price. Today you can reduce the workflow to just three simple steps:
- Choose a setting from a catalog of pre-designed lifestyle scenes
- Provide reference images of your product from different angles so that 3D designers can create photorealistic 3D models
- Get the final 3D render files and deploy them
The catalogs usually contain a large selection of photorealistic scenes of high quality, which can be edited down to the smallest detail. Adding or removing elements to the scene to meet the needs of your project is an easy task. These services start at $ 250 per rendering. How to get the best graphics at the best prices.
Search CGTraders Lifestyle Product Visualization Catalog to get a better idea of what computer generated images can do for your business!
# 3 Bridge online and offline with augmented reality … and drastically reduce product returns
Seductive product visualizations have an enormous impact on consumer engagement and quality perception. However, we cannot ignore the fact that online shopping presents its own challenges. On the one hand, buyers have difficulty understanding whether the selected product fits into their living area and corresponds to the current aesthetics.
For furniture dealers in particular, failure to resolve these doubts can cost sales and customer loyalty.
Augmented Reality enables retailers to create a store experience online by allowing consumers to interact with products and try them out virtually before buying. Retailers who ‘View in your room” Augmented Reality in their online shops shows an increase of up to 65% Buying intent of the visitors.
Better still, by adopting “Try Before You Buy” AR and VR product visualization, retailers can significantly reduce product returns. With an average response rate in the furniture industry of between 5 and 7 percent, even the smallest improvements can have a noticeable effect on the end result.
One such example comes from online retail giant Macy’s. After the introduction of the technology, the retailer noticed theirs The return rates for the products had fallen to less than 2 percent for these VR-assisted furniture purchases.
See how 3D viewers work by opening this product in AR with an Android or iOS device. 3D model by CGTrader.
The 3D Viewer tool allows users to interact with your products in any way they want: view, rotate, zoom in and out using web or mobile browsers on any device. The AR feature takes the experience further: by just pointing their phone camera at QR codes or using the “Show in Your Room” option, customers can check virtual, true-to-scale product visualizations in their home – with the ability to walk around or to get a realistic view of the product size.
More and more market leaders are relying on the performance of 3D product visualizations and AR experiences. Wayfair has used 3D models to better educate consumers about their product specifications while enjoying them in their advertising. And early 2021 Ashley Furniture announced a significant investment in technology, including AR and VR applications.
These are just a few examples of how popular 3D and AR technologies are evolving at home furnishings retailers.
And while we know the lockdowns will end this year, it is more than likely that new consumer habits and expectations will persist after the pandemic.
If you are ready to take advantage of the first mover advantage and help your customers make better purchasing decisions, now is the time to act.
Let’s summarize …
- Whitespace 3D renderings are relatively cheap and easy to create, and will help you meet the expectations of at least eight visual elements for today’s customers
- With the help of 3D renderings of lifestyle scenes, you can put your products in context and improve their attractiveness
- With AR-based shopping experiences, consumers can see how products look and fit in their living space, eliminating the effects of the buyer’s remorse
The transition to online 3D imagery is at a turning point. As the world’s largest provider of 3D content, CGTrader can help you experiment with all or some of the ideas discussed in this article. Plus with ours free CGTrader ARsenal planyou can host and manage all of your 3D assets from one seamlessly integrated platform.