By Jostein Pedersen, VP product – 3D Commerce
Why digital is now a vital component of the furniture buyer journey
The customer’s path to purchase has changed radically since Covid. While people were forced to shop online due to the lockdowns, the reality is that the pandemic only accelerated the inevitable. The way we consume information and browse online before making a purchase has now made digital a vital component of the furniture buyer journey rather than just a nice-to-have.
Once furniture retailers became aware of this shift, they started reallocating their budgets to areas with the biggest impact on the business. 3D product visualisation is undoubtedly one of those areas.
The fact that customers go online first to search for a new sofa puts retailers on a level playing field, whoever they are. In these conditions, customer experience becomes the cornerstone of success. To stand out, you have to offer a more engaging online shopping experience.
Customers are now in control of when, where, and how they want to interact with a retailer. However, this behavioural shift can offer great opportunities for businesses that keep a pulse on customers’ wants and needs.
Our previous research into what retailers are doing in the sector shows a high appetite for emerging technologies. Customers expect a seamless furniture shopping experience from start to finish—whether online or in-store, regardless of the channel or device they are using. The adoption of technologies, such as 3D product visualisation and AI-generated lifestyle content, will help furniture businesses redefine the buyer journey and increase sales.
3D product visualisation is so much more than a high-quality visual on your product page. From social media and email marketing campaigns to product feed visuals, cart thumbnails, order confirmation emails, and in-store kiosks and tablets, 3D product visualisation can help you transform the customer experience and boost buyers’ confidence at every step of the way.
Renowned furniture players such as Joybird, Sofa Club, and Monte Design Group are already leveraging the power of 3D product visualisation to help customers make informed decisions and ease their path to purchase. Could you be next?
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A world leader in 3D visualisation technology, Chaos is defining visualisation by offering accessible tools, simplifying and accelerating workflows, and empowering visual storytelling for artists, architects, designers, and other creative professionals. As a product of the Chaos portfolio, Cylindo is a 3D product visualisation platform designed to support visual commerce. Hundreds of furniture companies partner with Chaos Cylindo to get superior product visuals across the entire furniture buyer journey. The platform goes beyond high-quality product visualisation and gives furniture businesses versatile assets they can leverage across multiple touchpoints. Cylindo is the catalyst that drives delightful shopping experiences, helping retailers and brands show more and sell more. Using the Cylindo Platform, companies have increased conversion rates by over 36% and average order value by 88% while reducing visualisation costs by 58% on average. For more information, visit chaos.com and chaos-cylindo.com.
