3D in stores: Why retailers are turning to this innovative technology as a growth strategy
Retailers are investing in store-based 3D experiences to increase basket size and expedite the purchase process.
The rise of 3D digital experiences has paved the way for new and innovative ways to engage with customers, enabling retailers to create personalised and dynamic shopping experiences.
By leveraging 3D technology, retailers can provide the deep engagement that customers crave, whether they are shopping online or in-store. This is especially important for furniture and home improvement retailers, who still rely heavily on in-store sales.
According to a study of 2022 purchase trends from Consumer Insights Now, on average, 63% of home furnishings and home decor products were bought in stores. That number is even higher for big and bulky configurable products. For instance, 79% of sofas and 68% of outdoor furniture were purchased in stores.
A unified 3D experience matters because 81% of retail shoppers conduct online research before buying, according to a study by GE Capital Retail Bank.
Before a shopper ever enters the store, they’ve usually sorted through pricing and options online before purchasing items in a store. That’s where 3D comes in, bridging the gap between online and offline shopping with experiences that work for all use cases and audiences.
So, how exactly are retailers leveraging 3D technology to create a seamless omnichannel shopping experience for home furnishings and DIY products? Here are five key strategies:
1) Empowered sales associates
In-store 3D configuration tools create opportunities for store associates to open conversations, gather customer information, and drive to conversion.
Macy’s and John Lewis both use associate supported 3D space planning scenarios.
When sales associates engage shoppers with 3D, they are seeing as much as a 25x return on their 3D investments, bolstered by basket sizes increases of up to 28% and returns drops of 15%. Ballard Designs, a US-based omnichannel home furnishings retailer, is also offering in-store 3D design services.
2) Experiential magnets
Customers are drawn to screens like bees to honey. Instead of passive messaging, screens can provide an invitation to start designing - and start conversations with sales associates. US home improvement retailer Menards puts a 3D kitchen configuration station with a giant screen at the center of their in-store Kitchen Design Centers.
3) Engaged customers
Customers often start projects online, print out a product list, then take their online project into a store so that they can talk to a sales associate and see material selections in person.
At B&Q and PlaceMakers (New Zealand’s largest home improvement retailer), shoppers collaborate in real-time, in a store with skilled professional kitchen designers to finalise their designs in 3D.
4) Speedy, accurate, and immersive experiences
Imagine designing and buying a kitchen in just one or two interactions.
Real-time, interactive, 3D design means that customer don’t need to come back later or wait for a designer to call them with a final design. They can see the whole design take shape in a single appointment.
When integrated with real-time pricing and inventory management data, 3D configuration experiences offer sales associates a clear sense of local availability and accurate pricing. With integrated pricing, 3D experiences educate customers on the cost of their choices while helping them to confirm and communicate their customisations and configurations.
For instance, the 3D Cloud Sectional Sofa Configurator is used by US furniture retailers for both in-store and online configuration. Retailers can integrate real-time pricing and availability directly into the app to avoid ordering pitfalls. The tool also provides a single view of data across all sectional buying experiences.
5) Precise personalisation through AI and design automation
AI and 3D design automation are providing a faster path to purchase for configurable products.
Personalised shopping experience starts with giving customers control and letting them customise and see products in their own floor plan or room context with little to no training, or to work with a sales associate to get to their final design more quickly.
AI and design automation simplify the path to purchase, helping shoppers get closer to their ideal configuration with a smaller time investment. To take it even further, connect to a personalisation engine and apply context about individual users to tailor and deliver offers and content while reducing friction.
As retailers continue to explore the possibilities of 3D retail experiences, the potential for deep customer engagement is becoming increasingly clear.
By leveraging the power of 3D to create seamless and personalised shopping experiences, retailers can connect with customers both online and offline, driving footfall and boosting sales. Whether it's through empowering sales associates with in-store.
About the author:
Leigh Davidson is Managing Director - UK, Europe and International at 3D Cloud by Marxent.
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