At last week’s High Point Market, I attended a seminar hosted by the team at Seek, a company that helps businesses harness the power of 3D product photography and augmented reality to increase their business.
While Seek works with companies such as Nestle, Lowe’s and REI, their work with furniture businesses like Baker, RC Willey and Whalen resonated most with the crowd in High Point. The work they and other 3D and AR companies do with furniture businesses allow them to harness this technology to streamline product development, improve ecommerce business and build better relationships with customers.
Here are three ways these technologies can help improve your business:
- Producing Prototypes
Building prototypes of new products can be a costly, time-consuming process. And not only that, but the process can produce a great deal of waste. With 3D imagery and augmented reality tools, manufacturers can create digital prototypes that can reflect a realistic look and allow potential customers to place the prototypes into actual room settings.
“We can really help with sustainability and prototyping,” said Sturges Adams, chief creative officer, Seek. “Before you even spend money to produce something, you can know it will sell.”
2. Reducing Returns
One of the biggest benefits of using augmented reality in the furniture business is preventing costly returns. With 3D images and AR technology, customers can see exactly how a sofa or table will fit—or not fit—into their room. They can get an accurate representation of the finish and fabric colors, helping them determine exactly how the piece will look in their home. Instilling that confidence before the sale helps customers make better purchasing decisions, reducing the risk of return.
3. Boosting Online Sales
In a post-pandemic world where many people still don’t feel totally comfortable shopping in person, offering tools on your website to make it easier to browse from home will help you reach more potential customers. That’s where 3D and AR come in. By giving potential customers the functionality to get an accurate impression of a product’s dimensions, color, texture and more, you make it easier for them to feel comfortable making a purchase. Even if they ultimately end up making the purchase in person at your store, arming the customer with every tool possible to make that decision will help you earn their trust and their business.
While incorporating these tools into your business model might seem out of reach or overwhelming, companies like Seek can help both furniture manufacturers and retailers utilize this technology seamlessly and successfully. And as the world of retail continues to evolve, being open to using these kinds of technologies can give you an edge over the competition.
“3D is going to be everywhere in five years, and in 10 years you won’t know how you lived your life without it,” said Jon Cheney, CEO, Seek. “The ways people interact with the market are going to be driven by immersive technology. It can help you be more efficient and save money.”
