The integration of 3D and Augmented Reality (AR) within the luxury segment is quickly becoming an indispensable feature for brands seeking a competitive edge. In a world where a digital presence is paramount and luxury shopping has evolved beyond the in-store experience, cutting-edge technologies like 3D and AR have become vital for engaging potential luxury consumers. However, choosing a technology vendor for these tools can be challenging due to the myriad considerations that can greatly influence the final outcome. In this article, we will delve into some factors brands and e-commerce businesses should evaluate before making a purchase decision.
3D Rendering: Not Just a Pretty Picture
When it comes to 3D visualization of products, numerous factors need to be considered to ensure seamless and consistent performance across different geographical locations and device types.
3D files
A critical business query here is whether the brand already possesses its own 3D models or if they need to be developed from the ground up. In the latter scenario, the process is relatively straightforward since there are numerous 3D modelling studios that businesses can collaborate with to develop models based on images or even specification files. However, if a company has pre-existing models, the situation becomes more complex due to various factors that must be considered.
Foremost, it's vital to know which formats are supported by the chosen 3D rendering vendor. The most widely used formats for 3D and AR are glTF/GLB and USD/USDZ. While GLB (a binary form of glTF) serves as a more general-purpose file format, USD was initially designed by Pixar studio and is often used for Apple devices.
A second important consideration is the file size. It's recommended to keep the model files below the 4MB mark, as larger files can affect page load time, a critical KPI to monitor. A report suggests that even a one-second delay can reduce conversion rates by 7%.
The file size is usually driven by the complexity of the 3D model and the textures used by the model. This is another important factor because the luxe experience isn’t just about how the model looks on a cutting-edge laptop but also about the countless smartphones in users' hands. Less complex models are not only smaller in size, but they are simpler to render, ensuring smooth performance across devices, whether it's a high-end PC or an older smartphone model.
Optimizing model quality in relation to size and complexity is not a trivial task. It's more of an art than a predefined procedure, as it depends on many factors, including the product type, number of elements, and so on. We will review some of the optimization techniques in our future articles.
Quality over Quantity
When representing luxury products, it's not just about rendering but about rendering it right. Even though a huge part of the visual appearance depends on the model itself, the light, shadows, level of detail, and reflection should feel authentic.
However, exceptional rendering quality might come with its own surprises. Overuse of visual enhancements can lead to poor performance on slower devices, severely impacting the user experience. We've already highlighted the importance of consistent performance across all devices, but it's worth reiterating. A laggy user experience can negatively affect brand perception and, as a result, conversion rates.
There's a delicate balance between providing the best possible visual representation of a product and ensuring an optimal user experience. When struck correctly, the results won't are evident immediately.
Integration and Onboarding
The practicality of integrating 3D is just as crucial as its aesthetics. Time to market is a vital metric for any business, and it can vary significantly in the realms of 3D and AR.
Many vendors offer software development kits (SDKs) that can be integrated into a website or application code. However, it's important to understand that any code carries its own cost. By this, we don't necessarily mean that businesses will be charged for the code itself, but factors like the availability of skilled developers capable of integrating the code, their learning curve, quality assurance, and long-term maintenance costs must be taken into account.
In addition to integration efforts, we also recommend considering the level of effort required to upload the 3D model and begin displaying it on the website or in the application. Since many vendors provide their own online or offline 3D editors, the team might need prior domain knowledge in 3D and some level of familiarity with the tool itself to effectively use this type of software, which could significantly delay the desired launch time.
AR: Elevating the Virtual Shopping Experience
When it comes to AR, the list of potential concerns includes all the points we discussed earlier; however, there are several additional considerations to account for.
Choosing the Right AR Type
Just as a luxury brand wouldn't use a one-size-fits-all marketing strategy, AR requires a tailored approach. There are two main types of AR, each serving different purposes. The first type is "View it in my space" augmented reality, which allows users to visualize physical products through their camera as if they were placed nearby, for instance, on a room floor or a table. The other category of AR solutions is "Try-it-on", allowing users to visualize how products might look when worn.
Even though "View it in my space" solutions are most suited for larger items such as furniture and decor elements, they're frequently used for wearable items too. The primary reason is the simplicity of this AR type. Numerous powerful open-source solutions offer this functionality free of charge, and vendors can seamlessly integrate it into their product suites, which enables them to generate an additional revenue stream without incurring extra costs.
While "View it in my space" might be ideal for larger products, luxury wearable items require the more intimate "Try-it-on" experience. Nobody wishes to see a Rolex levitating in their living room. They want it on their wrist, even if virtually. Contrarily, data indicates that even the not-so-ideal "view it in my space" AR solutions for wearable products still show an increase in conversions and reduced returns.
As previously noted, "Try-it-on" solutions are crafted for wearable items like watches, sunglasses, shoes, headwear, jewelry, and apparel, among others. These solutions are much harder to implement because they require extensive training of AI models for tracking, combined with complex visualization techniques. Even though these solutions tend to be more expensive, they provide even higher returns for wearable items.
The Reality of Web-Based AR
As of 2023, achieving fully accurate web-based AR sizing for "Try-it-on" solutions remains a goal rather than a reality. Sub-millimetre accuracy might not be essential for items like jewelry, given that products can often be adjusted to fit the buyer, or for items like headwear or shoes. However, for watches, precision is paramount and claims of 100% accurate AR sizing should be taken with a grain of salt.
Yet, this shouldn't deter businesses from adopting virtual Try-it-on solutions. Data indicates that even visualizations without perfect sizing can yield significant business benefits.
As a side note, Wearitar team is currently working on providing a near accurate AR sizing for our watch virtual Try-it-on solution.
Integration and Onboarding
AR integration shares the same traits as 3D. However, as we mentioned, while many 3D vendors have started optimizing for simplicity, this trend hasn't yet become visible in the AR industry. Many AR vendors offer their SDKs or custom solutions, which often require significant technical resources to integrate.
Conclusion
Adopting 3D and AR in luxury e-commerce isn't merely about following a trend. It's about enriching customer experience, building trust, and eventually driving sales. While the journey may seem daunting, the potential returns in terms of customer engagement, conversion and return rates are significant.
Being mindful of crucial considerations like onboarding requirements, technical complexity, the suitability of the selected solution, and its lifetime cost will not only mitigate potential risks associated with adopting immersive technology but also amplify potential benefits.
As the luxury e-commerce landscape becomes more competitive, standing out and delivering unparalleled digital experiences will set brands apart. It's about time luxury e-commerce embraced the future, one pixel at a time.
Wearitar offers both 3D and AR solutions for luxury brands and resellers providing drop-in integration and superb rendering quality. Visit our website or contact us to schedule a free demo.
SUBMIT YOUR COMMENT