Every business revolves around its customers. Hence, beyond delivering a product, businesses strive to create a positive experience for them. This experience is mapped across a series of targeted steps that a prospective customer goes through, which is known as the customer journey. Delivering value at each stage of this journey enhances the customer experience which is reciprocated by increased trust and loyalty. However, in a wide-spanning digital landscape, the customer journey has become a complex affair. Buyers are increasingly adopting technology to drive purchase decisions with more than 74% of buyers conducting more than 50% of their research online before making an offline purchase.
Therefore, it becomes critical for businesses to map this journey and cater to customer interest at multiple digital touchpoints as well. However, they can be quite extensive to execute. That's where 3D product demonstrations come in.
Leveraging 3D Product Demonstrations
Completing the previous analogy, the customer’s journey revolves around the product. Therefore, it becomes essential to market the product in a manner that capacitates the customer to gain a complete understanding of the product and help forge deeper connections with the brand.
In the dynamic world of product presentation and marketing, businesses are increasingly leveraging 3D product demonstrations to cater to the shift in the consumer journey from traditional to digital channels. This is because 3D demonstrations can provide a more immersive and interactive product experience for the customer. The 3D visualization technology effectively addresses customer pain points by emphasizing the core features and functionalities of the product. The technology allows personalization and creates intuitive experiences that build brand loyalty and encourage purchase.
Moreover, the technology captures buyer attention and interest quickly which enables businesses to guide them further down their buying journey. For instance, a retail apparel brand offering virtual try-ons of clothes is bound to receive more consumer interest than traditional stores. It provides a comprehensive solution to multiple customer requirements in a cost-effective manner and guides them through their buying journey seamlessly.
Powerful tools for creating awareness
At the beginning of every purchase journey, customers are on the lookout for solutions, specific to their problems. When it comes to choosing the right product, there are several factors they consider. Firstly, they look at a range of products that cater to their type of requirements and then they shortlist the one that helps them address their issue specifically. By offering a 3D visualization of their product at this stage, businesses can become a valuable resource for the customer. In a crowded marketplace, 3D demonstrations can help businesses showcase their products as potent solutions and position themselves as industry leaders.
Conversely, 3D demonstrations can also help create awareness about problems that customers have not fully realized until this stage. For example, in the heavy industrial equipment sector, 3D visualization can help highlight the functionality of machines for businesses to create more efficient production processes.
Furthermore, by integrating these types of services, businesses can improve the perceived value of their products whilst creating interest and differentiating themselves from the competition.
Making every impression count
Once the customers become aware of your product, they start interacting with it on multiple fronts. This includes conducting thorough research of the product parts and its features and even turning to direct comparisons with competitor offerings. Hence, optimizing the experience at this stage becomes critical to lead them further. From specific descriptions to creating simpler understanding processes, every detail can go a long way in retaining the customer in the consideration stage. 3D demonstrations transcend this critical juncture of technicalities and creativity to offer a realistic visualization of the product. It helps in unlocking critical and unbiased information about the product by actually demonstrating its functioning in a real-world scenario.
3D product demos allow customers to interact with the product, zoom in, and rotate through all angles making the overall experience very engaging and useful. Its ability to feature annotations on every part assists in user research. By including detailed descriptions of each product, businesses can reduce the need for individual rep-calls and provide customers with more flexibility in purchase decisions. Additionally, the easily accessible user manuals and clickable links allow the customers to navigate and understand products at their own pace which can help stimulate a sense of ownership.
Further allowing customers to disintegrate the product and study it in parts offers paramount information critical to sectors dealing in heavy industrial goods. For example, in the medical sector, 3D product demonstrations can aid industry regulators in scrutinizing and approving medical devices.
Access to complete information about the product with the demonstration provides a better sense of the product features and its quality, highlights areas of improvement, and proves to be a seamless experience for the customers, thereby fostering trust and confidence, an important element of purchase decision.
To buy or not to buy?
At this stage, the customer is prompted to take a particular action. In the customer journey, it is a make-or-break situation. When customers are in the purchase stage, it is not just about the product specifications but also how other elements blend seamlessly into their further course of action. This involves plotting the next steps strategically to make the final conversion happen.
To begin with, the highly intuitive design structures of 3D product demonstrations play a significant role in helping customers navigate through this stage. A clear 3D demonstration of each part of the product can help customers find what they are looking for. To replicate the physical experience, this demonstration is made of high-resolution visuals that empower customers to filter through various other elements and conduct a parts-level comparison between products to showcase the superiority of your product.
Secondly, the integration of Augmented Reality (AR) technology with 3D product demonstrations increases customer confidence in the purchase. AR technology enables customers to virtually place the 3D product in their physical environments thereby creating a better understanding of space utility early on and saving time by helping customers make an informed decision.
Once these factors have been looked into, the final step is discerning the price of the product and the ability to easily communicate with the company. The transaction experience from making the final purchase decision to reaching out to the company is eased by embedded contact options in 3D demonstrations. The design can feature multiple options that allow users to schedule a call or book an appointment with company representatives at their convenience.
Fostering customer loyalty
In an increasingly competitive marketplace, retaining existing customers is essential for driving business growth. The key to retaining customers is creating a positive and engaging relationship between the company and the customer. Once the customer embraces the values and efforts of the company, it becomes easier for businesses to derive value out of that relationship.
3D product demonstrations can help sustain this engagement consistently by delivering highly-scaled interactions for the user. By drawing upon its ability to build excellent product narratives, 3D demonstrations leave a lasting impression in the minds of its users. From visualizing the product in 3D to placing an inquiry and experiencing it physically, 3D product demonstrations create a holistic experience for B2B customers which is difficult to create through traditional 2-dimensional images and catalogs.
Additionally, the 3D visualization technique enables existing customers to suggest customizations on new orders by evaluating their current requirements. It does so by focusing on product segmentation and providing context-rich supporting material that enables deeper insights.
Furthermore, 3D product demonstrations are remotely accessible which means that once a purchase has been made and the customer is happy with the company, the 3D demonstration can be easily accessed remotely to place new orders. The compatibility of the product across different screen sizes and websites seamlessly blends into the customer decision-making process.
By ensuring the quality of the product demonstration across all the customer touchpoints and reviewing it regularly, 3D demonstrations can help businesses cut down on costs and increase profits from existing customers.
Spark positive product conversations
As witnessed, in a dynamic customer journey landscape, 3D product demonstrations stand out as effective solutions to multiple product-associated concerns. Optimizing the customer journey enhances the experience of users and eases their purchase decisions. This not only encourages existing customers to remain loyal but also opens up new opportunities in the marketplace through word-of-mouth marketing. The better results and experience a customer gets through your product, the more likely they are to recommend it.
By streamlining these processes in the consumer journey, businesses can help reduce the time it takes for consumers to arrive at a purchase decision. In the growing digital landscape with multiple products on the shelf, it is the solution a customer is looking for.
