{"id":25646,"date":"2022-11-07T08:00:00","date_gmt":"2022-11-07T15:00:00","guid":{"rendered":"https:\/\/cloudinary.com\/blog\/?p=25646"},"modified":"2022-11-09T16:03:01","modified_gmt":"2022-11-09T23:03:01","slug":"the-next-dimensions-in-the-online-retail-experience","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/the-next-dimensions-in-the-online-retail-experience","title":{"rendered":"The Next Dimension(s) In the Online Retail Experience"},"content":{"rendered":"\n<p>Delivering engaging online shopping experiences is vital to success in today&#8217;s e-commerce environment; an environment where consumers expect brands to replicate the in-store experience online. To meet consumer expectations, brands need to deliver dynamic, immersive, and appealing experiences that make customers feel confident about their shopping decisions. Those brands that can\u2019t bring in-person retail experience to life run the risk of getting left behind.<\/p>\n\n\n\n<p>Creating immersive, interactive online experiences requires specialized technology that, at first glance, may seem costly and time-intensive. The reality is, creating an immersive media experience (on any device, in any format) is not as difficult as you might think.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What are Immersive Experiences and Why are They Important?<\/strong><\/h2>\n\n\n\n<p>An immersive experience creates the perception of being in a different, or an actual environment. It can be an environment from our normal day to day, or, it might be fantastic, like we\u2019re walking on Mars. The immersive experience is always facilitated with technology.\u00a0<\/p>\n\n\n\n<p>An immersive retail experience refers to an online experience capable of enhancing how a user interacts with a product\/object via a combination of images, videos, and technology to deliver lifelike and engaging experiences. Research has shown that shoppers have<a href=\"https:\/\/www.researchgate.net\/publication\/272965049_Conceptualising_and_modelling_virtual_product_experience_for_online_retailers\" target=\"_blank\" rel=\"noreferrer noopener\"> more trust<\/a> in sellers who provide the ability to interact with products online\u2014an enjoyable experience that\u2019s similar to browsing and making purchases in-store.&nbsp;<\/p>\n\n\n\n<p>The financial\/sales impact of these media-rich and dynamic experiences cannot be overstated.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Retail returns jumped to an average of 16.6% in 2021 versus 10.6% a year ago, according to a <a href=\"https:\/\/www.cnbc.com\/2022\/01\/25\/retailers-average-return-rate-jumps-to-16point6percent-as-online-sales-grow-.html\" target=\"_blank\" rel=\"noreferrer noopener\">survey<\/a> by the National Retail Federation and Appriss Retail.<\/li><li>That adds up to more than $761 billion of merchandise that retailers expect will wind up back at stores and warehouses.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What are Some Examples of Immersive Experiences?<\/strong><\/h2>\n\n\n\n<p>Immersive experiences come in various forms. Be it a 360\u00b0 spin set, to AR\/VR capabilities, shoppable videos, and more.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s explore some of these technologies and see how some brands are using them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>360<\/em>\u00b0<em> Spin Sets<\/em><\/h3>\n\n\n\n<p>A 360\u00b0 spin set simulates a full viewing experience by enabling a shopper to view a product from various angles online. Benefits:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Increase engagement<\/strong>. 360\u00b0 product imagery allows shoppers to preview the product as if they were holding it and inspecting it. This level of visibility entices shoppers and provides far more visual information&nbsp; than a static product image.<\/li><li><strong>Improve sales<\/strong>. 360\u00b0 views&nbsp; elevate confidence. That confidence turns browsers into buyers and reduces return costs because shoppers were able to closely inspect the item before purchase.<\/li><\/ul>\n\n\n\n<p>The right technology, like Cloudinary\u2019s URL transformation API, makes it simple to generate 360\u00b0<a href=\"https:\/\/cloudinary.com\/documentation\/transformations_on_3d_models#generating_a_360_animated_image_from_a_3d_model\" target=\"_blank\" rel=\"noreferrer noopener\"> spin sets<\/a>, either in 3D or based on image sets.<\/p>\n\n\n\n<p>One brand that uses Cloudinary for spinset creation is <a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/v1602092909\/website\/resources\/case-study\/cloudinary_case_study_Levis_0920_fnl.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Levi\u2019s<\/a>. As their online store gained in popularity, and profitability, Levi&#8217;s decided to shift to an immersive retail experience. Cloudinary automated and created 360\u00b0 spin sets of 25 images for multiple products on the Levi\u2019s site.&nbsp;<\/p>\n\n\n\n<p>Cloudinary got Levi\u2019s products to market faster, reduced page creation time and greatly enhanced their customers\u2019 online shopping experience.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><em>Augmented Reality \/ Virtual Reality (AR\/VR)<\/em><\/h3>\n\n\n\n<p>Contrary to popular belief, AR is accessible via almost every mobile or tablet device and does not require a headset. Brands looking to add richness to experience should prioritize AR. While VR is incredible, it remains out of reach for most consumers and most brands don\u2019t have the expertise or budget to roll out the sort of immersive experiences VR can deliver.<\/p>\n\n\n\n<p>With the right technical infrastructure, brands can deliver AR experiences. One of the more common in practice today allows shoppers to superimpose an image of a product over another image to simulate how a product will appear in a particular environment. This AR capability is a must-have for higher-priced or larger items that are more frequently purchased in-store, such as furniture, jewelry, and art.&nbsp;<\/p>\n\n\n\n<p>The results speak for themselves. <a href=\"https:\/\/www.accenture.com\/us-en\/insights\/consulting\/_acnmedia\/Thought-Leadership-Assets\/PDF-4\/Accenture-Signals-Of-Change-Business-Futures-2021-Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Accenture\u2019s Business Futures 2021<\/a> report indicates that increasing the use of AR\/VR in online retail by a mere 1% could lead to additional sales opportunities worth a whopping USD $66 billion.<\/p>\n\n\n\n<p>One retailer who is enticing customers with try-before-you-buy experiences is <a href=\"https:\/\/res.cloudinary.com\/cloudinary-marketing\/image\/upload\/cloudinary_case_study_Minted_0122.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Minted.com<\/a>. Online shoppers can browse custom framed artwork and home decor on the Minted site. After choosing a piece, shoppers can use their smartphone camera to see how their selection looks on a wall of their home before they purchase it. Other brands that have brought AR into their marketing&nbsp; include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Ikea<\/strong>. The company\u2019s <a href=\"https:\/\/www.ikea.com\/au\/en\/customer-service\/mobile-apps\/say-hej-to-ikea-place-pub1f8af050\" target=\"_blank\" rel=\"noreferrer noopener\">Ikea Place app<\/a> uses AR to help shoppers visualize its furnishings in their environment.<\/li><li><strong>Sephora<\/strong>. The <a href=\"https:\/\/www.techrepublic.com\/article\/how-sephora-is-leveraging-ar-and-ai-to-transform-retail-and-help-customers-buy-cosmetics\/\" target=\"_blank\" rel=\"noreferrer noopener\">beauty retailer<\/a> offers an AR experience that lets customers see makeup or hairstyles applied on a digital overlay of their face.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/cloudinary-marketing-res.cloudinary.com\/images\/f_auto,q_auto\/c_scale,w_300,dpr_2.0\/v1642775344\/website_2021\/Minted-phone-2x\/Minted-phone-2x-png?_i=AA\" alt=\"\" width=\"150\" height=\"293\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><em>Video<\/em><\/h3>\n\n\n\n<p>We\u2019re not the first to make this observation, but: Video is the future. Retailers that have made video foundational to their immersive experiences have, on average, seen:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>25% lower cost per purchase<\/li><li>48% higher ROI<\/li><li>50% improvement in workflow efficiency&nbsp;<\/li><\/ul>\n\n\n\n<p>The two most common types of videos being used in e-commerce sites are:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Shoppable videos<\/strong>. Shoppers can click in certain areas that lead to product pages. For instance, a fashion brand can use a tool such as <a href=\"https:\/\/cloudinary.com\/documentation\/video_player_shoppable_videos\" target=\"_blank\" rel=\"noreferrer noopener\">Cloudinary Shoppable Video<\/a> to create areas within a video that display more information about a product when clicked or hovered over. It can also contain a link to the product\u2019s display page where users can get more information.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Silent videos<\/strong>. <a href=\"https:\/\/www.nexttv.com\/news\/mobile-videos-often-watched-without-audio-study-finds\" target=\"_blank\" rel=\"noreferrer noopener\">Research<\/a> suggests that most mobile users watch videos with the sound off. That means that brands must also create product videos capable of captivating users in just a few seconds without using audioSimple URL transformations from Cloudinary overlay the brand\u2019s image or logo wherever they\u2019d like in the video.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>There\u2019s never been a better time to update your tech stack<\/strong><\/h2>\n\n\n\n<p>Readiness to capitalize on new immersive experience technologies is easier with a robust tech stack. Creating a tech stack that supports immersive experiences doesn\u2019t have to require an excessive manual or duplicate work. Intelligent automation of visuals is key for bringing consistent immersive experiences to life everywhere.&nbsp;<\/p>\n\n\n\n<p>Cloudinary\u2019s <a href=\"https:\/\/cloudinary.com\/documentation\/product_gallery\" target=\"_blank\" rel=\"noreferrer noopener\">product gallery widget<\/a> comes prebuilt with components for delivering immersive assets that help retailers accelerate time-to-market. With artificial intelligence (AI) and machine learning, Cloudinary can automate workflows and deliver captivating visuals that stand out online, starting with efficient uploads of 3D assets\u2014including those in 360\u00b0, AR, and VR formats.<\/p>\n\n\n\n<p><a href=\"https:\/\/cloudinary.com\/contact\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us<\/a> today to get started creating immersive experiences with Cloudinary.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Delivering engaging online shopping experiences is vital to success in today&#8217;s e-commerce environment; an environment where consumers expect brands to replicate the in-store experience online. To meet consumer expectations, brands need to deliver dynamic, immersive, and appealing experiences that make customers feel confident about their shopping decisions. Those brands that can\u2019t bring in-person retail experience [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":25566,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[355,303,360],"class_list":["post-25646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-ar","tag-video","tag-vr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Next Dimension(s) In the Online Retail Experience<\/title>\n<meta name=\"description\" content=\"Why advancements in AR, VR, 360\u00b0 spin, and other immersive experiences are increasing customer engagement and improving sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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