In today’s digital marketplace, providing customers with interactive and personalized experiences is paramount. From 3D visualizations of a product, allowing shoppers to view an item from every angle, to AR try and buy, to configurator tools that enable consumers to visualize and customize products in real-time, enhancing engagement and confidence in purchasing decisions.
3D configurators allow potential consumers to interact with products in a virtual space, providing a comprehensive view from multiple angles. This interactive experience helps customers grasp the product’s features and design more effectively than static images or descriptions. A survey found that 60% of shoppers reported increased purchasing confidence when using 3D configurators compared to static 3D images or 2D graphics. E-commerce platform Shopify reported that shoppers are 44% more likely to add an item to their cart after interacting with it in 3D and are 27% more likely to place an order after interacting with a product in 3D.
According to Google, the engagement rate of 3D ads is 3x higher compared to standard display or rich media ads. It leads to higher lifts in brand equity data points like purchase intent (6.9x) and brand favorability (4.7x). This highlights the positive impact of interactive visualization on buyer understanding and decision-making.
Today, marketers have various options to accomplish this and connect with consumers when they are online or onsite in your showroom or store. These tools empower consumers to view products according to their preferences, such as adjusting colors, materials, or features in real-time. This level of customization ensures that the final product aligns with individual tastes and requirements, leading to higher satisfaction and purchase intent.
The interactive nature of 3D configurators captures consumer attention, leading to longer engagement times. This increased interaction enhances the shopping experience and allows consumers to explore products more thoroughly before making a purchase decision. By providing a realistic and detailed view of the product, 3D configurators help reduce uncertainties that consumers may have during the purchasing process. This clarity leads to more confident buying decisions, as customers can see exactly what they are ordering.
When consumers have a clear understanding of the product through 3D visualization, the likelihood of returns decreases by 5% on average. Accurate representations ensure customer expectations align with the product, minimizing dissatisfaction upon delivery.
The Strategic Advantage of 3D WebGL Configurators
WebGL operates across various devices and browsers, ensuring that users have access to the configurator regardless of their hardware or operating system. WebGL renders interactive 3D graphics within web browsers without the need for plugins. It works the same way on mobile and desktop web browsers, making it perfect for building once and deploying across your web-based marketing strategy. By integrating WebGL-based configurators into e-commerce platforms, businesses offer customers the ability to interact with products dynamically. This interaction includes rotating products, zooming in on details, and customizing features such as colors, materials, and components.
WebGL (Web Graphics Library) is a powerful JavaScript API that enables the rendering of interactive 3D graphics within web browsers without the need for additional plugins. When utilized as a configurator, WebGL offers a dynamic platform for users to customize and visualize products in real-time, enhancing the online shopping experience and deepening engagement, satisfaction, and sales.
Case Studies: Groove Jones’ Implementation of WebGL Configurators
Groove Jones, a leader in creating immersive digital experiences, has partnered with several companies to develop WebGL-based configurators highlighting product customization options.
Toyota Motor North America – Mirai and Crown Automobile Vehicle Interactive Experiences
For Toyota’s Mirai, a fuel cell electric vehicle, Groove Jones developed a WebGL immersive experience that allows customers to configure and explore the car in detail. Users can interact with 3D models to customize features such as color and wheel options and access interactive hotspots that provide in-depth information about the vehicle’s technology and design.
Similarly, the Toyota Crown virtual showroom enables users to select different trims, colors, and explore both exterior and interior features through an interactive WebGL interface. This virtual tour offers a comprehensive understanding of the vehicle’s offerings, enhancing the customer’s decision-making process.
Elkay Virtual Kitchen and Commercial Sink Product Demos
Groove Jones assisted Elkay in creating a Virtual Neighborhood using WebGL technology. This interactive platform features five unique houses where customers can explore Elkay’s latest products in realistic settings. Users can interact with products, view detailed information, and customize options like materials, colors, and hardware selection, providing an engaging and informative experience.
Integrating Augmented Reality (AR) and WebGL for Enhanced Customization
Beyond WebGL configurators, integrating web-based Augmented Reality (AR) allows customers to visualize customized products in their own environment using mobile devices. This approach bridges the gap between online and in-person shopping experiences. Retailers like Ikea, Kphls, Home Depot, and Levi’s have reported a higher conversion rate for products that have AR content. Shopify has reported that interactions with products having AR content showed a 94% higher conversion rate than products without AR.
The combination of WebGL and WebAR enables real-time rendering of 3D graphics, allowing users to interact with digital content dynamically overlaid onto their physical environment. So, a consumer can customize a product online and then easily tap and view that product in their space – enabling them to see how it looks or how it will fit, providing accurate spatial awareness and lifelike visualizations. No special plug-in or App to download.
Case Studies: Groove Jones’ Implementation of WebGL Configurators and AR
IBM’s AR Experience for Power10 Marketing
IBM collaborated with Groove Jones to develop an AR and WebGL experience showcasing the IBM Power E1080 server. Mobile users can activate an AR feature to view a life-sized, detailed 3D model of the server in their physical space. This interactive experience provides an in-depth understanding of the product’s features and dimensions, aiding customers in making informed decisions.
Showcasing Complex or Upcoming Products
For products that are complex, not yet available, or difficult to transport, 3D configurators offer a practical solution. Marketers can demonstrate intricate product details and functionalities through detailed 3D models, providing clarity and understanding that might be challenging to convey otherwise. This approach particularly benefits upcoming product lines, allowing potential clients to explore and appreciate new offerings before their physical release.
FuelCell Energy teamed up with Groove Jones to build a sleek, WebGL-powered interactive walkthrough that brings carbonate fuel cell technology to life—right in your browser. Through a fictional bottling company called “Groove Soda,” users explore how these fuel cells generate electricity while recycling their own CO₂. This immersive experience walks visitors through the benefits of self-supplied CO₂—from consistent pricing and quality to purification using specialized modules that elevate CO₂ to beverage-grade standards. Along the way, the simulation highlights key advantages like fuel flexibility (using sources such as natural gas, biogas, or digester gas), dramatically lower emissions thanks to electrochemical reactions instead of combustion, and the clever reuse of byproducts like heat, water, and hydrogen.
After discovering how the system works, users are invited to try a Carbon Savings Calculator, giving them personalized estimates on CO₂ recovery benefits—then they’re encouraged to connect with FuelCell Energy to explore net-zero possibilities. It’s an immersive, visually compelling way to translate complex sustainable energy tech into a hands-on learning adventure.
From Online Use to Trade Show Engagement
In the dynamic environment of trade shows and events, marketers continually seek innovative methods to captivate audiences and effectively showcase their products. Implementing 3D product configurators has emerged as a powerful strategy to enhance brand presence and engage potential clients. By leveraging these technologies, marketers can again benefit by bringing their entire product line to life within their booth space.
Maximizing Booth Space and Product Display
Trade show booth space is often limited, making it challenging to display a comprehensive range of products, especially large or bulky items. 3D configurators address this limitation by allowing marketers to present an extensive product portfolio virtually. Attendees can interact with digital models, customizing features such as color, material, and design, thereby experiencing the full range of offerings without the need for physical inventory.
3M partnered with Groove Jones to create an immersive “Hang On” AR and WebGL experience for the Command™ Brand 10 lb X‑Large Utility Hook, showcased at CES. By scanning a QR code at their booth, users accessed a streamlined web-based experience where they could interact with a detailed 3D model of the hook, walk through pre-installation steps—like prepping surfaces and applying adhesive strips—and then virtually place items such as a gym bag, backpack, or guitar onto a wall using their phone’s camera. This innovative AR solution not only vividly demonstrated the hook’s strength and versatility but also elevated consumer engagement and understanding, aiming to improve browsing time, confidence in the product, and ultimately drive conversions and sales.
Enhancing Visitor Engagement
Interactive 3D configurators transform passive booth visits into engaging experiences. By enabling attendees to personalize products in real time, these tools foster deeper involvement and interest. This interactive element not only attracts visitors but also encourages them to spend more time at the booth, increasing the opportunity for meaningful interactions and lead generation.
Callaway Golf’s In-Store AR Promotion
Callaway Golf launched an in-store AR promotion for its MAVRIK line of clubs, designed with artificial intelligence. Customers could scan QR codes to activate a WebAR experience, allowing them to explore the club’s features in 3D. This interactive visualization highlighted the technology behind the clubs and enhanced customer engagement.
Creating an Endless Aisle Experience
The concept of an “endless aisle” involves using digital displays to present products beyond those physically available at the booth. By incorporating 3D configurators on tablets or kiosks, marketers can offer visitors access to the entire product catalog, including all variations and customizations. This strategy maximizes the utility of limited booth space and ensures that attendees can explore the full range of products offered.
Collecting Valuable Data and Insights
3D configurators can be equipped with analytics capabilities, allowing marketers to gather data on user interactions, preferences, and popular configurations. This information provides valuable insights into customer interests and trends, informing future product development and marketing strategies.
Facilitating Post-Event Engagement
The benefits of 3D configurators extend beyond the event itself. Marketers can use the data collected to follow up with attendees, providing personalized information and offers based on their interactions. Additionally, the configurator can be made available online, allowing potential clients to continue exploring products and configurations after the event, thereby extending the engagement period.
The Impact of 3D Configurators on Consumer Behavior
The implementation of 3D configurators has a measurable impact on consumer behavior:
- Increased Purchase Intent: Approximately 27% of shoppers will place an order after using a 3D configurator, as the interactive experience builds confidence in their selection.
- Enhanced Customer Satisfaction: Providing a realistic and engaging visualization of products leads to higher customer satisfaction, as expectations are more likely to align with the delivered product.
- Competitive Differentiation: Offering advanced customization options sets businesses apart from competitors, positioning them as innovative leaders in their industry.
