Housewares Business-to-business magazine for housewares retailers and their suppliers
Alexandre de Vigan, CEO at Nfinite comments on the importance of CGI and 3D-generated product visualisation to unified commerce success.
In today’s era of unified commerce—when customers expect a seamless and consistent experience across multiple platforms—the value of next-generation product visualisation cannot be overstated. With the help of advanced visualisation techniques, businesses can seamlessly integrate their online and offline channels to create an immersive brand experience that transcends the limitations of traditional product visuals.
The impact of next-generation product visualization extends beyond aesthetics and convenience. Businesses can instill trust and reduce uncertainty by providing customers with a comprehensive and consistent view of their products across offline and online channels. Enhanced transparency and visual clarity empower customers to make informed choices and feel more confident in their purchases across the multichannel shopping experience.
For instance, a customer might research a new sofa on a website, view it in augmented reality on their mobile device, to ensure it will fit in their space, then visit a physical store to sit on the couch in person. If the furniture’s visual representation remains consistent across these channels, it reinforces trust and familiarity because customers can rely on the accuracy and integrity of the visual information they encounter.
This is crucial because recent data from McKinsey reveals that 81% of all consumers actively opt to research and browse through multiple channels before completing a purchase—whether on the web, in a physical store, or on mobile applications.
CGI offers advantages that old-school photography cannot
With consumers now switching seamlessly between the digital and physical worlds, expectations around imagery have never been higher. Retailers must meet those expectations by being consistent across channels and providing customers with relevant and compelling visual information. But there’s a problem. Traditional photography simply can’t keep up in the real-time environment where retailers must now operate.
That’s why the adoption of CGI (computer-generated imagery) is rising. And why, according to research conducted by Coresight, a significant majority of retailers plan to invest more in CGI in the coming years.
Unlike traditional photography, which is constrained by its static nature, CGI enables rapid adjustments and modifications that span multiple channels seamlessly. In just a few clicks, CGI images can be tailored to meet the specific requirements of offline point-of-sale displays and online digital campaigns.
By embracing CGI, retailers can quickly apply the power of digital imagery across all touchpoints. This is especially important now, as trends can emerge and fade in the blink of an eye. CGI offers retailers the ability to generate high-quality visuals in a fraction of the time of photography, so they can respond promptly to market demands and deliver impactful visuals that resonate with their target audience.
A library of digital imagery powers rapid reach and market consistency
By adopting next-generation imagery like CGI, retailers can open up new possibilities in content management and distribution. Importantly, they can establish a central content library, often referred to as a content factory, that serves as a rapid-response source for diverse needs. This content factory empowers people within a retail organization to access and use visuals specifically tailored to their respective channels, whether digital marketing, physical store merchandising, or third-party marketplaces.
For instance, the marketing team can access high-quality CGI images for digital campaigns, while the visual merchandising team can retrieve 3D models to enhance in-store displays. This centralized approach ensures consistency and alignment across channels and minimizes the risk of outdated or inconsistent visuals appearing in front of customers.
In contrast, traditional photography lacks the agility and flexibility required for seamless information sharing and collaboration. Additionally, photography is limited by its static nature and cannot easily adapt to different channels or variations in content requirements.
Unlike traditional photography, whereby each image is captured in a specific context, 3D models can be modified and reused across different scenarios. This allows organizations to easily keep pace with seasonal trends or personalize visuals based on customer preferences. This reusability of 3D images is a significant advantage.
For instance, a 3D model of a furniture piece can be digitally placed in various settings—by a roaring living-room fire in winter, out in the sunroom in summer—enabling the retailer to showcase the same product in different contexts and adapt it to specific customer preferences. This flexibility enables organizations to deliver personalized and engaging experiences and resonate with their target audience individually.
Final takeaway
Next-generation product visualization’s transformative power is reshaping how businesses engage with consumers across all their platforms. By harnessing cutting-edge technologies like CGI, organizations can break free from static imagery and create awe-inspiring visual experiences at scale that deliver compelling narratives and leave a lasting impression on customers.
