What is 3D E-Commerce? Lisa Gill has the answer.
3D e-commerce is a pair of jeans seen from every angle. It is the ability to mix and match shoes, dresses, coats or belts; to explore the nooks and crannies of an entire home; and to capture the most realistic, detailed view possible.
As companies scramble to earn a piece of what Forrester Research has called a US $5.2 billion e-commerce market, their pressing concerns include how products are displayed and how well potential customers can interact with items. Therefore, investments in new technology, including zoom features, colored fabric swatches, personalized 3D rendering and 360-degree video, are expected to boost e-tailers' bottom lines in the long run.
And it works fine. Let's look at the example of Lands' End, which started to use this technology more than a year ago.
In late September, nearly a year after the feature debuted, Lands' End and its Canadian partner, My Virtual Model, reported that the 3D technology had helped increase new sales by 26 percent and had boosted the average customer ticket price by 13 percent.
At the time of Lands' End's initial implementation, the cost to digitize its apparel collection neared US$2,000 per item. However, according to analysts, that cost has dropped dramatically and now hovers between $90 and $200, opening the door for retailers with smaller budgets to try this tactic.
Land's End is not the only customer of My Virtual Model. The Home Shopping Network, Lane Bryant or Kenneth Cole among others are all using this virtual model technology,
With more than 5 million registered "models," My Virtual Model allows shoppers to input the same username and password to access each participating Web site, where they can retrieve their personalized model. My Virtual Model founder Louise Guay estimated that the average "try-on" session involves about 20 garments.
Do you want to try the technology by yourself? Go to the Lands' End or to the My Virtual Model websites, create your own model, have fun, and enjoy your shopping time.
Source: Lisa Gill, E-Commerce Times, November 05, 2002
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