Why Digitization Has Become an Indispensable Part of the Industry

Parents are more tech-savvy than ever: Having grown up with smartphones and computers, they are at ease in the digital world. Buggies, cribs and pacifiers are being compared online – as parents want to get the best overall impression to make their choice.

Human perception is not 2-dimensional and flat. Every interaction – with people, with the world – consists of 3-dimensional factors such as space, light and sound. That's why three-dimensional worlds of experience also attract us in the digital space, and that's something brands and retailers can use in their own interests.

The use of 3D models is increasingly embedded in product development and marketing and it has been learned by companies. What could be more obvious than bringing these to the retailers and therefore to the consumers? The benefit: The output stands out from the competition. The results invite customers to engage with all the USPs in an interactive and playful way. This works just as well on the web as through successful implementation in over-the-counter retail. Another practical feature is that the detailed presentation helps customers to check the personal fit. By checking important details – which works much better and more intuitively in 3D and AR – the number of returns is reduced when shopping online and fundamental disappointments are prevented.

Companies can stand out with technological innovations, and that's an advantage considering the diverse range of products and offerings that reach the target group every day. Brand awareness is increased in a playful way. Brands and products are recognized and appreciated as highly modern. On top of that 3D models can be used in a variety of profitable ways on all channels: In retail locations, on the company's own website, on social media – everything is possible.

Retailers can expand their portfolio in their generally limited space available: Alternative colors of products can be made visible by using digital signage – i.e. screens for displaying content at the POS –and 3D models. To do this, the products do not have to be in stock. Similarly, AR experiences can be displayed in the showroom using 3D models. Even if the desired product may not be on stock, the retailers can order it immediately and send it to the parents within a few days. A win-win situation for all!

The industry can be even bolder in exploiting the opportunities offered by 3D and augmented reality – because it's a fact that our target group is digital in its thinking and appreciates interactive and playful engagement with product information. Two factors that will become increasingly relevant in the future. Stefan Eipeltauer is aware of the challenges, but also of the opportunities for companies. His tips for getting started:

1. Collaboration with a partner who has niche expertise – who not only knows the field of technological innovation, but also the industry and its individual requirements for brands, products, online retail and stationary retail. "From the industry, for the industry" – this ensures targeted, individual solutions that are based on the current needs of both the companies and the industry.

2. No sudden decisions! A structured and multi-phase process is necessary. It is better to talk more often with the team internally and with a technological partner in order to get a good idea of what is actually required and of how these digital innovations can be used in the most effective way. Because, too often, innovative developments are "shot down" internally on the basis of false assumptions. They are often not put on the table again for years, and the neglect hits the company successively hard, but invisibly.

3. Better to start small and early than late and big! To understand and fully exploit the potential of 3D and augmented reality, it is a good idea to start the process rather than waiting. Companies could start with one or two products and involve all departments in the process. In this way, many lessons can be learned in the first step.

4. Go through internal processes and push the learning! The secret of 3D and AR is that both invite people to try out and interact with them – this is exactly what can also convince internal skeptics: Simply sit down together and explore different options.