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AUGMENTED REALITY

Augmented Reality technology requires images to be in 3D, allowing you to “walk around” the object or to have it interact with the items in the real world.

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VIRTUAL REALITY

Virtual reality is an artificial environment that is created with software and presented to the user in such a way that the user suspends belief and accepts it as a real environment.

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COMPUTER GENERATED IMAGES

With CGI we digitally create photo realistic images of your home & living products that are far more cost-effective than having to do multiple photoshoots.

AUGMENTED REALITY

Augmented Reality technology requires images to be in 3D, allowing you to “walk around” the object or to have it interact with the items in the real world.

Augmented Reality in e-Commerce – Hype or … Reality?

Since the launch of Google’s ARCore (29th Aug) and Apple’s ARKit (19th Sept) e-Commerce players all over the world are investing in Augmented Reality (AR).

So, what have we learned so far?

  • More app downloads result in more customers
  • Early data show significant increase in conversion rates
  • Scalability is a huge challenge due to 3D model requirement

By bringing a tangible online shopping experience to customers, AR is going to increase customer satisfaction by a lot. Did you ever have that closet that just wouldn’t fit? Not anymore. Now consumers can make informed decisions before making a purchase. Early results show higher conversion rates, vivid engagement and less returns. Benefitting the Retailer and Manufacturer. In addition, when the manufacturer has the required models developed themselves (IPR related) they position themselves stronger with multiple retailers and as a Brand.

Besides that, 3D models created for AR are also usable in Virtual Reality (VR) and Computer Generated Imagery (CGI). A 3D model of a product only has to be created once.

As the 3D models are usable for CGI retailers will save €300,- per product on showroom cost. Ok, so the returns are there. What is the investment?

 

Conclusion:

Is AR in e-commerce here to stay?
In our opinion yes, AR is here to stay and will transform consumer behavior.

Take the following into consideration:

  • Retailers & Manufacturers save money on showroom cost
  • 3D models build now can be used for any 3D, AR and VR application
  • Building experience with AR will help secure the position of that retailer in the VR arena when it becomes more accessible.

Where are we now?

In order to use AR technology, retailers need to have an AR-enabled mobile application and 3D models for each of their relevant products. While the mobile application has become easier to develop than before, 3D modeling is still a daunting task. 3D models created for AR need to be of high quality to create a realistic experience for customers.

 

To achieve this a company needs to follow specific guidelines to create realism in the mobile application, not to mention careful consideration of the file size. On average a 3D model takes ten man hours to be created and assure its quality. To stay a global e-commerce player, retailers needs vendors who are specialised in designing 3D models to make all above possible.

VIRTUAL REALITY

Virtual reality is an artificial environment that is created with software and presented to the user in such a way that the user suspends belief and accepts it as a real environment.
On a computer, virtual reality is primarily experienced through two of the five senses: sight and sound.

Features of virtual reality systems

There are many different types of virtual reality systems but they all share the same characteristics such as the ability to allow the person to view three-dimensional images. These images appear life-sized to the person.

Plus they change as the person moves around their environment which corresponds with the change in their field of vision. The aim is for a seamless join between the person’s head and eye movements and the appropriate response, e.g. change in perception. This ensures that the virtual environment is both realistic and enjoyable.

A virtual environment should provide the appropriate responses – in real time- as the person explores their surroundings. The problems arise when there is a delay between the person’s actions and system response or latency which then disrupts their experience. The person becomes aware that they are in an artificial environment and adjusts their behaviour accordingly which results in a stilted, mechanical form of interaction.

The aim is for a natural, free-flowing form of interaction which will result in a memorable experience.

VR examples

The simplest form of virtual reality is a 3-D image that can be explored interactively at a personal computer,
usually by manipulating keys or the mouse so that the content of the image moves in some direction or zooms in or out.

More sophisticated efforts involve such approaches as wrap-around display screens, actual rooms augmented with wearable computers, and haptics devices that let you feel the display images.

COMPUTER GENERATED IMAGERY

CGI is the usage of computer graphics for special effects in movies, printed, and electronic media.

CGI – Cost-effective

The application tools involved CGI manipulate the environment and produce photorealistic images, which might be useful for the electronic and printed media. As CGI visuals are far cost-effective than traditional photographic ones in many cases, it is widely used and quite popular.

Features of CGI:

  • CGI can be used to build a library of props, which can be reused if needed.
  • Without supplying the actual products, the highest quality room sets and illumination can be achieved.
  • Is one of the best and cost-effective methods when it comes to developing images and videos for electronic media like movies, video games, etc.
  • CGI is created with help of wireframe models. The properties like reflection, illumination can be assigned and modified to these wireframe models.
  • The quality of the visual effects is higher and more pronounced and controllable compared to physical ones.
  • Allows creation of images and effects which may not be feasible using other methods.
  • CGI is far safer than physical effects.