In the ever-evolving landscape of e-commerce, businesses are constantly seeking innovative ways to enhance customer engagement and boost sales. InteriorDaily interviewed James Campbell, founder of ElevationX Studios, a company that elevates e-commerce performance with 3D product visualisation and augmented reality (AR). He offers valuable insights into the future of e-commerce in the furniture industry.
'We looked into what the problem really was for brands in the furniture sector. For businesses operating solely online without physical retail spaces, the challenge lies in instilling confidence in customers when making purchasing decisions. How do you get the customer to feel comfortable with buying your product? The solution is by allowing them to virtually place it within their room. AR is perfect for that particular question,' James explains.
The application of AR for furniture brands however, isn't always an easy feat. Platforms for 3D models often demand a specific set of requirements that aren't particularly well documented. James discovered this while he was helping a friend with 3D models for his business. 'If it's this difficult for us to do it, and we're relatively tech savvy, how are other people going to do it?' he wondered. That's when he started ElevationX Studios. 'We try to make AR integration as accessible and affordable as possible.'
CGI rendering
At the NEC January Furniture Show, James spoke with representatives from various furniture brands: 'One of the brands I spoke with only had only a fraction of its SKU's photographed. The rest they didn't have any imagery for yet. A lot of their products are abroad, so in order to photograph them you have to go there or bring the product to you. For big products like furniture this is such a big expense, and brands usually offer the same products in different colours, which makes it impossible to photograph everything.'
The advent of CGI (Computer Generated Imagery) rendering has revolutionised product visualisation. With CGI, brands can achieve photorealistic results at a fraction of the cost of traditional photography. This not only saves money on marketing but also enhances customer engagement. 'Today's consumers expect immersive experiences when shopping online, and CGI-rendered images allow them to visualise furniture in their own spaces before making a purchase,' says James.
An Apple Vision Pro for everyone?
'There are many significant advantages to be gained if AR and CGI rendering is applied in the right way. And it's a trend that is going to continue to grow in the industry,' James predicts. At the moment there's a lot of talk around the new Apple Vision Pro and the possibilities of smart glasses. But, James says: 'This isn't going to happen just yet. At the moment it's a tall order to say everyone is going to have an Apple Vision Pro. However, everyone within reason has a smartphone. As more and more brands are working with augmented reality, brands face the risk of being left out if they don't offer it.'
'There are tons of indications that show that the industry is moving towards this. The uptake of 3D modelling and CGI is massive and it's growing.' Further into the future James thinks the industry will move towards mixed reality solutions: 'Take the Apple Vision Pro for example, they offer a next level immersion where you can really be in a space. Almost as if you're physically shopping in a store. Ultimately, brands could even offer a 4D experience, with technology that could mimic the feeling of a fabric. A complete immersion of all the senses.'
More information:
ElevationX Studios
Cheltenham, United Kingdom
[email protected]
www.elevationxstudios.com