From product pictures to 3D Commerce – Invrsion is driving the next evolution of online retail through 3D standards.
Invrsion’s COO, Fabrizio Dini, shares the need for retailers to emphasize digital and embrace the opportunities of volumetric product views, now more than ever.
Key takeaways:
- In a visual economy world, consumers expect exponentially more and higher quality images on e-commerce websites than in the past, and the cost for brands to produce them is becoming increasingly prohibitive
- 3D Commerce will unlock new opportunities. It enables customers to actively interact with high-quality products on e-commerce stores, view them from every angle, while increasing their trust and likelihood to buy
- The COVID-19 outbreak is accelerating a shift away from brick-and-mortar towards online retail
- Invrsion is working with the Khronos Group towards a 3D Commerce standard and has been improving its high-quality digital image pipeline with a patented software to scale the production of high-quality three-dimensional models
The world we live in today is heavily influenced by visual and immersive rules, as evidenced by the ever-increasing immersive content on social sites such as Facebook, YouTube and other digital platforms. Most of our daily habits are augmented by visual inputs. We are engaging with more immersive content every year.
This contributes to our changing shopper expectations because we expect exponentially more and higher quality images on e-commerce websites, and the costs for brands to produce these visuals is becoming increasingly prohibitive.
At Invrsion we believe now is the time to change the way we create and present web content. We recently joined the Khronos Working Group, an industry consortium whose core mission is to align and gain broad acceptance around standards for streamlined 3D content creation. These standards are imperative for the scaling and use of visually realistic 3D content in online retail.
“3D Commerce will unlock new opportunities in the mobile market by changing the very online experience of retail shopping”, says Neil Trevett, VP Developer Ecosystems at Nvidia. Technology has evolved and achieved a level of realism which allows consumers to experience products in online environments in similar ways that they would if shopping in the physical world.
3D Commerce meets enhanced customers’ expectations and offers far more information than still images, giving customers a chance to view products in 360.
The buying process in physical stores has already been undergoing radical change. Now, the recent complexities introduced by Covid-19 have dramatically accelerated the process, mandating a shift away from brick-and-mortar. This requires that all businesses engaged in commerce have a robust and modern digital option to thrive in an era of digital-centric life.
As stated by retail analyst Dana Telsey during a CNBC interview, the current health crisis will permanently impact consumer psychology in favor of an increasing presence of online and mobile usage and buying habits.
Temporarily enforced store closures currently in place for safety reasons will accelerate the definitive closure of many of those stores. Those that remain will, by necessity, reinvent themselves through the online channels. That reinvention will not be based on outdated narrowband paradigms, but by looking forward to the next stage of digital commerce.
While the world’s attention has been rightly focused, over the past quarter, on the implications of COVID-19, this is also the year of the roll-out of 5G which signals a break from the low-broadband era to hyper-broadband era. As consumers adopt 5G, relics of the low-broadband era, such as still photos, will experience entropy, overshadowed by their more exciting and informative immersive counterparts. The digital shift to an immersive visual economy is the next big focal point. Starting the process of product customization and 3D interaction is essential today for brands to ensure a great product experience to their customers as 5G adoption ramps.
Success in a world of immersive visual is fundamentally tethered to the 3D quality of the product delivered. It is on this particular point that we have based our digital offering at Invrsion.
Until now, the online shopper has been limited to viewing products from a fixed point of view. With 3D Commerce, shoppers can interact with objects by rotating and zooming on them, as well as observing the physical behavior of the materials which, by giving them a more accurate true-to-form view, increases the trust in online shopping and the likelihood to buy.
View interactive 3D models by Invrsion on Sketchfab, https://sketchfab.com/invrsion
We need to improve our digital pipeline towards binomial reduction of cost and timing, while enhancing quality and compression, which is the essence of invrsion.
We patented a software issued on Nov 21 2019, “SYSTEM, DEVICE AND METHOD FOR CREATING THREE-DIMENSIONAL MODELS” for creating three-dimensional models that includes a processing device operated by a user, having a control unit, a storage unit for storing photographic images, and a storage unit for storing 3D models. The processing device is configured to create a 3D model that corresponds to the reference solid object based on the photographic images of the reference solid object, which are acquired by the acquisition device and saved in the photographic image storage unit.
Our vision, aligned with the Khronos consortium, is to create and scale a validated, certified and accurate 3D asset production standard based on a new glTF format.
3D single items for web and mobile should have physically-based rendering materials with less than 5MB file size and a cap count of 110K triangles with texture of 2K.
File sizing recommendations will change in the future as a new texture compression format such as KTX2 and DRACO geometry compression will become the next mainstream standard.
Invrsion is enabled and motivated to achieve this goal because we believe in Khronos’ vision that 3D commerce is the foundational cornerstone of next generation e-commerce.
To learn more about how our 3D content can accelerate and enhance your online business, contact us!
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