Moving towards an increasingly 3D-based customer interaction

Technology is evolving quickly and will be an integral part of our lives – even greater than today.
Let’s think about Apple, which has recently announced its iPad Pro and Iphone 12 Pro with a breakthrough Lidar scanner sensor, a light detection and ranging instrument that enables a whole new class of AR/VR experiences that have never been possible before.

Sketchfabthe world’s largest platform to publish, share and discover 3D content on web, mobile, AR and VR – is working on making the connection between cloud service platforms and 3D scanning more accessible. Now, you can use a direct-to-Sketchfab export to upload and share your scanned models easily. If we have been used to taking photos to capture an instant, remember it and share it with people, now we can share volumetric contents instead of simple photos, giving a more holistic, lively and enriched perspective of that moment, event, memory.
Simply capture the moment through a Lidar 3D sensor, export it, deploy it on Sketchfab, and share it with whoever you want.

And again, think about Facebook, that has recently announced a partnership with Luxottica to release its first pair of smart glasses in 2021, allowing the user to add contents to what they see in the real world.
Let’s imagine something that we put on in the morning and take off in the evening, something extremely comfortable and “ordinary” that we won’t even realize we have on.
The limitations of the real world, which are innate in essence and for that reason can’t be ignored, can now easily be bypassed: technology extends and enriches the physical world.

Going beyond the physical space enables brands to reach more people, at any time of their lives, multiplying the touchpoints between them and their customers and thus the occasions for consumption.
A crystal clear example of this intuition is the recent roll out of a new AR shopping tool by Amazon, called Room Decorator, that takes things much further than its 2017 AR feature, since it enables you not only to view multiple items in your room together at once, but to even use the feature when you are away from home by saving the AR snapshots of your room for later access.
So you can easily imagine how this will help bring consumption occasions out of the domestic space, potentially everywhere.

Virtual Reality is a powerful technology since it helps teams collaborate remotely in an immersive, engaging way, through virtual workspaces that simulate the real environments and the usual working behaviors. Training, prototyping, rehabilitation from diseases, multi-user remote collaboration across different sectors…the use cases are limitless.
These are technologies that, especially in trying times like the ones we are going through, can bring people together, instead of dividing.

At the core of these technologies there is 3D, that virtuous unit enabling to build universes, to create value, to create meaning: still with the words of Martin Enthed, “If an image says more than a thousand words, then a three-dimensional thing or a three-dimensional space says even more, for human”.
As Google, IKEA, Facebook and other Khronos Group members, we at inVRsion truly believe that the interaction with customers will increasingly be spatial or 3D-based.
At inVRsion, right from the beginning we did understand the key role of 3D and we have been building a solid 3D digitization pipeline which is supporting our offering of a SaaS solution for retail in-store activities and our vision of virtual commerce.
That is where everything starts: an authoring industrialized acquisition pipeline and perfect 3D Digital Twins that are optimized for every digital platform. We start by transforming your products into high-quality real-time rendering 3D models with sharp details and accurate textures, physics simulation and PBR materials, compliant to the tightest of industry standards.
Our digitization process is certified, empowered and optimized by patented systems and cutting-edge pipeline methodologies.
inVRsion virtual platform will enable companies to use 3D content validation tools to deploy their assets within a 3D space and customize their own Virtual Commerce.

The Khronos Group – an open industry consortium of over 150 leading hardware and software companies creating advanced, royalty-free, acceleration standards for 3D graphics, Augmented and Virtual Reality, vision and machine learning – has been standardizing the multi-channel fruition of 3D.
The Group realized that to achieve the deployment of 3D at an industrial scale, they needed industry cooperation to streamline the design, distribution and deployment of thousands of realistic and reliable 3D assets through hundreds of companies onto multiple consumer platforms (Neil Trevett, 3D Commerce Workshop in Shanghai 2020).

The 3D Commerce Working Group under Khronos governance – which inVRsion is part of – is a group of retail and technology companies exploring the opportunity to accelerate the adoption of 3D experiences by establishing a set of universal standards and guidelines for platform-agnostic 3D model creation and distribution.
The process has evolved swiftly, moving from an Exploratory Group launched in April 2019 and including more than 70 industry leading companies involved with all facets of the industry, to a Working Group with clear roadmaps on the arrival of 3D Commerce in terms of time frames and accuracy.

The reason why we are proactive in all of the initiatives of the Khronos Group is the clear understanding that the unique cornerstone in 3D is called glTF, and that the best players working on that are gathered in the 3D Formats Working Group.

Interact with this model on Sketchfab!

3D has been proven to bring great benefits to the Retail sector, cross-functionally, and for a deployment on multiple platforms and devices.
Businesses boosting their e-commerce websites with 3D viewers and configurators can offer a more compelling shopping experience to their customers. According to our partner Sketchfab, “embedding a 3D model leads to an average increase of 5x-10x time spent on site due to 3D’s engaging nature”.
Users can customize products to their specifications, in an easy way, in real-time; according to a Deloitte study, most consumers are willing to pay more for personalized products or services.
Since customers can have a clearer picture of products and their variants, they can be more confident while purchasing, with consequent increase in conversions and reduction in returns for brands/retailers.


If you want to learn more about how we can help your business take the most out of the “Volumetric Digital Transformation”, don’t hesitate to
contact us.

 

Sources:

Apple Newsroom, Apple unveils new Ipad Pro with breakthrough LiDAR Scanner and brings trackpad support to iPadOS

CNBC, Facebook teaming up with Ray-Ban maker for first smart glasses in 2021

Deloitte, The Deloitte Consumer Review. Made to order: the rise of mass personalisation

IKEA, The Testament of a Furniture Dealer

Sketchfab, 3D vs Video: An honest comparison

Sketchfab, 3D visualization solutions for ecommerce

TechCrunch, Amazon rolls out a new AR shopping feature for viewing multiple items at once

The Khronos Group, 2020 3D Commerce Workshop – China

XRforBusiness, Delivering Digital Meatballs in AR, with IKEA’s Martin Enthed