Immersive technologies are pioneering a transformation in internet retail worldwide. Latest data shows a whopping 68% of APAC and 58% of European consumers are embracing immersive tech experiences, a clear signal that today's customers are ready to blend immersive technologies into their everyday lives.
Buyers, today, seek to engage with their products before purchase. Herein lies the power of immersive technology – it's an optimal tool for closing the gap between online and offline worlds. As a result, e-commerce retailers need to recalibrate their strategies, preparing for the imminent surge in demand for immersive experiences. This post will delve into how immersive tech will shape internet purchasing.
E-commerce undoubtedly boasts a wider product variety than a conventional shopping mall, but it's not without its limitations. Static images can't depict objects from all possible angles, and customers can't evaluate product details, materials, and quality as they could in a physical store. This leads to frequent returns and impacts the conversion rates of online businesses. However, the advent of 3D technology is changing this narrative.
Thanks to breakthroughs like Cappasity's 3D technology, online retailers can now offer customers interactive 3D representations of products on their websites. Customers can examine products from all angles, inspect fine details, and thereby make informed purchase decisions. According to Cappasity's research, integrating interactive 3D content into an online store elevates product perception by 23% and increases the likelihood of a purchase by 29%. As a result, customer experience improves by 33%.
In a recent joint webinar with LitExtension, a leading shopping cart migration solution for e-commerce, the Cappasity team shed light on how immersive tech enhances the online consumer experience. LitExtension facilitates retailers in seamlessly transferring crucial data such as products, customers, and orders from one e-commerce platform to a more robust one without disrupting current operations. Being e-commerce experts, the LitExtension team recognizes how immersive content can offer a critical strategic advantage in the highly competitive e-commerce industry.
Brand engagement and online user experience are significantly improved for brands incorporating interactive 3D content on their websites. Take Samsonite, a renowned luggage manufacturer in the U.S., which uses Cappasity's 3D digitization technologies to deliver an immersive shopping experience. The company's VP of e-commerce, Jay Nigrelli, praises 3D visualization for bridging the gap between online shopping and physical stores.
As technology evolves, we're moving beyond 3D renderings of products in real-life situations. Customers can now enjoy "try-before-you-buy" experiences from the comfort of their homes. Virtual try-on allows online shoppers to gauge how a particular item will fit them before making a purchase. This tech is particularly effective for clothing, shoes, and accessories, where customers yearn for a "touch and feel" experience.
Virtual try-on is also gaining traction among jewelry shoppers. Accessories, watches, and jewelry are the third most frequently returned category of goods. The leading reasons for these returns are incorrect sizing, poor fit, and discrepancies between product and customer expectations. Virtual try-on addresses these issues by allowing customers to visualize how items will look and fit in real life, resulting in fewer returns.
Immersive technologies hold infinite potential for engaging customers with unique, memorable, and interactive experiences. As Generation Z and millennials accumulate more spending power, the role of immersive technologies in online purchasing is only set to grow. Customers will continue to seek interactive experiences, and more businesses will adopt immersive tech in the future. This paradigm shift will dramatically transform how consumers research products online, try on apparel, and engage with brands. As this digital evolution unfolds, it's critical for businesses to stay ahead of the curve. At WebGru, we specialize in developing immersive technology solutions that boost conversions and improve customer engagement. We'll work with you to create a unique digital shopping experience tailored to your customers' needs.
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