6 must-see interactive 3D product configurators

Lauretta John

Traditional ways of showcasing products online are starting to feel like a thing of the past as brands now look to immersive, interactive real-time technology to turn shoppers into buyers. But what is driving this shift? Read on to discover what the market looks like today and six product configurators that are shaping it.

Over the last few years, consumers have come to crave the ability to explore and customize products to their exact preferences. To better cater to this appetite, brands have invested in shopping experiences that give buyers more agency to find their perfect configuration, from augmented and virtual reality applications to real-time 3D models for e-commerce.

According to a recent report by Accenture, 47% of consumers say immersive technologies make them feel more connected with products, and more than 50% of consumers can better recall a brand that regularly engages them in immersive experiences. The use of real-time product configurators to meet this new standard is increasing. Automotive original equipment manufacturers (OEMs) like Volkswagen are using real-time rendered configurators to launch new vehicles such as the 2021 Volkswagen ID.4.

Brands across industries are getting on board and reaping the rewards of greater engagement and conversion. Continue reading to discover six interactive product configurators that you just have to see:

Ford: 2021 GT Heritage Edition invite-only configurator experience

Ford partnered with Texel Logic, a Jackson Dawson company, to create an exclusive buying experience. Only 1,350 lucky customers will be able to purchase Ford’s 2021 GT Heritage Edition – to make this experience extra special, they can customize their car before purchasing using a photorealistic, render-streaming configurator, hosted on Unity’s cloud streaming platform Furioos.

Smart (Daimler AG): EQ series configurators

The car manufacturer has created product configurators to promote its line of EQ vehicles. The WebGL configurators allow customers to select customizable interior and exterior options, see pricing, explore optional add-ons and learn more about each vehicle option in a 360-degree view.

Church’s Footwear: Consul shoe

The automotive sector has widely adopted configurators, but they are not the only ones. Configurators are increasing in other industries such as retail and manufacturing. Church’s Footwear has seen significant results from its 3D configurator, built in partnership with SmartPixels. This product configurator offers 100,000 footwear variations for customers to choose from. Amid the Covid-19 pandemic, Church’s 3D product configurator contributed nearly 50% of made-to-order sales with the average transaction value (ATV) generated at 35% higher than the normal retail ATV.

Genesis: 2020 G70 virtual showroom

Genesis customers can now design their dream 2020 G70, G80, or G90 vehicle using Genesis’ virtual showroom. This configurator, created by MediaMonks, provides Genesis customers with the ultimate luxury car shopping experience. Customers can view and customize multiple interior and exterior components of the vehicle, from the comfort of any location. Once the customer has built their dream car, the configurator generates images of the interior and exterior along with the full specifications and pricing. These specifications are then sent directly to their nearest dealership, streamlining the entire buying process.

Courtesy of Genesis Motor America

Porsche: Augmented reality (AR) visualizer app and web configurator

Porsche has turned to real-time 3D to create an AR visualizer application. Users can configure a car on their phone or upload the specifications from their web configuration into the mobile app to see what their dream Porsche looks like in their own driveway or location of choice. The app allows customers to view Porsche’s entire range of vehicles in AR at a 1:1 scale, and customize the vehicle’s color and rims along with several add-on options so that customers can experience the car before buying it.

Valentino: Garavani Rockstud Pet bag

Valentino provides a luxury customizable experience for its line of pet-à-porter bags. Working with SmartPixels, the luxury brand created a 3D product configurator that allows buyers to customize a Garavani Rockstud tote with their initial and a hand-drawn portrait of their pet by illustrator and artist Riccardo Cusimano, prior to purchasing. This high-end experience elevated the influencer interaction on social media and also boosted Valentino’s net promoter score – increasing online traffic, cross-selling, and sales opportunities.

Discover how you can create your own real-time 3D product configurator with Unity Forma – contact us to learn more.

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