3D photography and e-commerce go hand in hand like Strawberries and Cream, Jack and Jill or Freedom and Whiskey, as Burns once said.
Some may question this claim and they may be right. The incorporation of mobile or interactive photography, be it 3D or 360 photography for online products, is already with us, but it is not very widespread. The question is, will the two continue to grow together and become synonymous or will flat images win with multiple product views?
As technology advances, the public’s appetite for more sophisticated and interactive website content grows. Currently 37 million people shop online in the UK, with an annual growth of 16%, despite the recession (IMRG). They clearly want great content and better accessibility. Essentially an online mirror image of what shoppers expect to find on High Street and with online retail growing 6 times faster than High Street sales (Digital Strategy Consultancy, April 2011), your online retailers vitals do it well.
In these recessionary times, when people’s purchasing power is affected, buying a new pair of shoes or leather handbag online will be a carefully considered decision. Almost 10% of all retail purchases are currently made online (Digital Strategy Consultancy, August 2011) and websites that provide clear and accurate information, with an attractive design and great images at the right price, will inevitably attract the buyer in most demanding line. Research shows that sites that offer these attributes will continue to thrive by attracting new customers and retaining existing ones.
Fashion group Arcadia (Burton, Dorothy Perkins, Miss Selfridge and Top Shop) recently reported a 38% drop in profits. Sir Philip Green, the group’s owner, announced potential store closures with more attention online. The reason; a 27% year-on-year increase in online sales.
3D photography can only enrich the recipe and go a long way toward improving satisfaction levels and enhancing the user experience. Let’s look at some online shopping areas that can benefit from incorporating 3D Photography.
SHOES
The ability to view a shoe from any angle, take a look at the upper, sole, design and stitching should enhance the customer experience and increase the chances of an online sale. This will be true for fashion shoes, designer boots, and walking boots and will appeal to both men and women.
ELECTRICAL PRODUCTS
If you can’t get that drill or coffee pot in your hands, what better way to make an informed decision online than to play around with it and move it around on your home computer, laptop, smartphone, or iPhone via 3D photography. You can choose features, get acquainted with the quality, and generally have fun shopping. Online electrical product sales are increasing 13% year-on-year (IMRG).
CLOTHING (Fashion and Sports)
3D photography could well be the key to increasing online clothing purchases, especially for women who are very clear that they would buy more clothing online if the experience were more interactive and accessible. Clothing sales are increasing 32% YoY (IMRG).
Food and drink
Would viewing various foods and beverages in 3D Photography make things easier when doing this type of shopping from home? Is it gruesome or is it more than that? Perhaps a change that will occur naturally and inevitably for all of us who use the Internet to meet the needs of our consumers. Alcohol sales are increasing 23% YoY (IMRG).
Other areas to consider; toys and gadgets, artifacts, antiques, sports equipment, DIY, engineering / manufacturing parts and machinery, the list goes on and on. In fact, the natural conclusion is that it is applicable across the board.
With great 3D and 360 photography services available, we should all be enjoying better website photography in the very near future.
