Immersive technology, 3D visuals and Augmented Reality (AR) are rapidly emerging as powerful business tools. With the use of these technologies, businesses can now create engaging experiences with interactive 3D models in real-time for customers. Instead of static images or videos, immersive tech and 3D visualizations offer a more engaging way to showcase products and services. The potential applications for this technology spans from marketing campaigns through product design to virtual add space also allows companies to allow their customers to engage with their brand in a completely new and exciting way. Therefore, it is not surprising that both big and small businesses are increasingly looking to 3D modeling and augmented reality (AR) as a way to enhance the digital shopping experience. Brands like IKEA and Sephora have already implemented these features, allowing customers to better appreciate intangible products. Shopify is now advocating for smaller companies to do the same in order to create an immersive customer experience.
The cost of this technology has been a hindrance so far, but it is expected that prices will become more accessible over time. 2023 could be a critical year for AR adoption within digital marketing channels. We may soon see widespread implementation of this innovative technology across many industries. Now, you might be wondering how this can benefit the ice cream industry?
The most obvious application of 3D visuals and AR within the ice cream industry is product demonstration. Instead of relying on traditional media, companies could host virtual experiences that allow customers to view products close-up and interact with them. This would enable consumers to make more informed buying decisions, as they can better visualize the product before purchase. Additionally, 3D visuals also have potential to be used as part of marketing campaigns, creating more emotional connections with customers through interactive experiences.
An immersive experience can create a deeper connection between the customer and the brand, which leads to increased loyalty and positive word-of-mouth. In many parts of the world, ice cream is a product that evokes strong feelings of nostalgia and fun. Therefore, immersive tech is an excellent way to allow customers to connect emotionally with ice cream products in a way that traditional marketing channels may not be able to accomplish.
Cappasity is at the forefront of this revolutionary trend and provides an easy-to-adopt solution for businesses wanting to take advantage of immersive 3D visuals and innovative digital experiences. The company offers a revolutionary solution for interactive 3D product visualization, allowing e-commerce businesses to create and deliver an immersive shopping experience that blurs the lines between online and in-store.
Cappasity CEO and founder, Kosta Popov, has 20 years of experience as a software company CEO, and is an expert in 3D technologies, SaaS solutions, and mobile applications. We reached out to Kosta to find out more about the potential applications of 3D visuals and AR in the ice cream industry and in the retail sector in general.
You are one of the first companies to shoot ice cream in 3D. What was the inspiration behind this photoshoot?
Our company provides the first end-to-end solution for the fast production, easy embedding, and powerful analysis of 3D and AR content. Our tools help to deliver immersive online viewing experiences for the premium segment, mostly for e-commerce. But we also think that the application of this technology is commercially valuable in the food industry. Ice cream is a visually appealing product, and we did a professional photoshoot to show what a 3D visual of ice cream can look like if you use our technology.
What are the benefits of using 3D product imaging for ice cream businesses?
Attractive content has a direct impact on sales, especially when it comes to improving online conversion rates. High-quality 3D images of ice cream make it look so real you can almost taste it, leading to an increase in purchase intention and consequently, online sales. After embedding interactive 3D product images into online catalogs, our clients see a significant growth in their add-to-cart conversion rate.
How can interactive 3D visuals help customers engage emotionally with an ice cream brand?
3D visuals allow consumers to interact with products like they would in real life: they can change the angle of perception and zoom in to examine the texture and decoration of a dish in detail. This interactivity of immersive content makes the customer experience more engaging and memorable, which helps you build an emotional connection with your audience and stand out from the competition.
How would you suggest using AR as a marketing tool for ice cream businesses?
You can create an AR hologram of ice cream and use it in the menu, marketing materials or on the company’s website to make them more interactive and appealing for customers. Augmented Reality allows consumers to place dishes into a real life environment, making the customer experience more engaging and informative. For instance, if you add AR holograms to a delivery app, your customers will better visualize the dishes and have the right expectations from your products.
What are some of the biggest challenges facing 3D product imaging for ice cream?
When you shoot melting ice cream, you have a very short time window to work with. Everyone needs to act fast and have paper towels ready. Luckily, with Cappasity it takes you only 40 seconds to shoot an item in a studio. In total, it takes only 3 minutes to complete the entire process of 3D content production, including shooting an item, digitizing it in 3D and embedding the resulting 3D content into a website.
What kind of support does Cappasity provide to businesses that use its platform?
We educate brands and photo studios in how to create high-quality immersive content, give advice on equipment necessary for shooting, and help them integrate the resulting content into their websites and apps. We also like to conduct pilot projects and sometimes provide technology support to creative companies.
Can you give us some examples of how businesses have used your services to improve their overall customer satisfaction and sales?
A great example of how a brand can use 3D product images to improve customer experience and online sales is Claris Virot’s online store. Claris Virot focuses on designing bags, purses, belts and footwear, most of which are made of python, lizard, and croco leather. It’s essential for the brand to allow online shoppers to study every detail of their unique products. The brand digitized items in 3D with the help of the Cappasity platform and embedded interactive 3D product images into their online store. Immersive content helped the brand build purchase confidence and enthusiasm by ensuring their customers had an accurate understanding of each product. Since embedding 3D product images into the online catalog, the brand has noticed that customers spend an average of 19 seconds more time browsing products and 26 seconds more on the most popular bags. The more time a customer spends in a shopping environment, the higher purchase probability is, so immersive content is an effective tool to increase online conversion. Footwear brand SHOES 53045 also uses our solution to digitize their items in 3D and provide consumers with high-quality visual content. After embedding interactive 3D visuals of shoes in its online store, the brand managed to improve customer engagement. The average time an online shopper spends on a product page has been improved by 18% thanks to interactive 3D images.
Are there any tips or tricks vendors should consider when creating interactive 3D visuals of their products?
If you shoot products in a photo studio, ensure that you have enough lighting. Use a turntable for even rotation. If you shoot unstable objects, use a stand as we did it when shooting ice cream cones. We have a YouTube channel with many useful tips on 3D shooting.
What new features and technologies are being developed in order to further enhance the user experience with 3D product imaging?
We’ve created a new approach to 3D content production and developed our proprietary 3D format — 3D View. It doesn’t require manual 3D modeling and allows you to get the same, or an even better, quality result in a regular photo studio. Producing photorealistic 3D content is a big problem and we keep working to provide affordable solutions.
How can vendors use 3D product imaging to increase their brand recognition and loyalty among customers?
Immersive content is effective for not only increasing conversion but also attracting a young, tech-savvy audience. Brands can use immersive content in online marketing campaigns. Consumers are more likely to share interactive 3D and AR content than flat images, which helps brands increase brand awareness in social media.
What advice would you give ice cream companies looking to incorporate 3D visuals into their marketing strategies?
Firstly, choose tech solutions that can ensure high quality 3D content. Detail-oriented 3D images, with clear and in-focus product features, help customers make better decisions and feel sure that your brand is the right fit for them. This helps you win customers’ trust, increase customer retention, and as a result, makes your business more profitable. Secondly, when delivering immersive shopping experiences, use a solution that doesn’t overload your website. Website speed is crucial for successful customer experience. To avoid overloading our clients’ servers, we provide unique data streaming technology for fast content delivery. Last but not least, be creative and try different marketing strategies with immersive content. For instance, embedding immersive content into a menu is a unique idea for a cafe or restaurant to provide a memorable experience.
As Kosta points out, the use of interactive 3D visuals is a powerful tool to increase customer engagement and build brand recognition. With the rise of the Metaverse, 3D product visuals are quickly becoming an industry standard and will become increasingly important for brands looking to stay competitive. This is why it is essential for businesses of all sizes to consider incorporating them into their marketing strategies.
The ice cream industry can benefit from this trend by investing in quality 3D imaging solutions and thinking outside the box when it comes to marketing strategies. Through innovative marketing strategies that incorporate immersive experiences, ice cream brands can build recognition and loyalty among customers, as well as improve customer retention and sales. As for all of us ice cream lovers, this means more delicious experiences ahead!