3D creation is the new dimension given to e-commerce by Jean-Frédéric Tanguy, founder of the Carré Digital agency, specializing in retail design. How ? By offering a virtual pop-up to luxury brands that want to offer a 100% immersive customer experience on the Net.
Traditionally, the merchant site is a blank page with texts and photos that can be scrolled, or scroller as we say on the web. This is how we currently “shop” on the internet. It’s a very formatted experience, which allows for quick purchases. This was the primary goal of e-commerce.
“However, customers are looking for rich experiences, with emotions. Even more those of luxury!”, says Jean-Frédéric Tanguy, founder of the agency Square Digital, which has brands such as Louis Vuitton and Givenchy in its client portfolio. “From where the interest of reproducing as much as possible the physical shopping experience but accessible from your mobile, at home”.
Make way for immersive shopping in the virtual store, customized in the brand’s colors ! In this space entirely modeled in 3D, the customer can wander between the aisles and literally dive into the universe of the brand. “With 3D, we can carefully work out every detail, including textures and lights, to make the experience as real as possible.“, he assures.
In other words, immersive experiences allow you to get closer to the reality of the product : a must have in the case of luxury! A few clicks are also enough to see a branded product “up close” in 3D.
“Thanks to my experience in retail design and that of my collaborator Raphaël Lopez in merchandising, we are also able to support brands in the development of optimized virtual customer journeys, for example by defining areas on the ground by type of product, with customizable clickable markers, such as a 3D product sheet, the triggering of an act of purchase with online payment, the launch of an information video, etc.“, explains Jean-Frédéric Tanguy.
The experience is really different from that of a usual site. “Creating a virtual shopping experience accessible from your mobile means meeting consumers and generating brand preferencehe points out. Because we no longer only offer them a description and a visual of the product, but we offer them an immersive experience that they can conclude with a purchase. Knowing that this experience can be further enhanced by the use of a virtual reality headset“.
In this virtual store, the customer journey is thus enhanced and therefore necessarily more conducive to sales. What a study conducted by GetApp confirms: 69% of respondents would like to be able to buy clothes and accessories in virtual reality. Proof that the virtual store makes commerce more attractive to customers.
Another advantage of the virtual store: customers can go there and buy online 24 hours a day, 7 days a week. And this is valid all over the world. This means that the brand can launch a 3D pop-up worldwide, which can be personalized for each geographical area. “The creation of a virtual store takes us about a month“, he specifies. A short deadline, which fits perfectly with this need to create ephemeral shops for a specific need, such as the launch of a limited collection on the internet for example.
With the development of the metaverse and web3D, 3D virtual shops seem to have a bright future. Especially since the luxury e-commerce market is developing at breakneck speed. After climbing nearly 25% in one year to reach 10% of global luxury sales, it should account for 25% of the market by 2025! 3D virtual shops should quickly multiply!
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Carré Digital wants to re-enchant e-commerce with 3D
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