How Product Configurations Affect Customer Satisfaction & Purchase Intention

Product configuration ecommerce

Trends come and go. But there’s one trend that’s likely to reign over the e-commerce market for the long haul—and that is 3D product configurations. 3D visualization offers a better way to answer the critical question every customer has: “Is this product going to be exactly what I want.” The ability to interact with a product virtually gives customers the buying confidence that static photos can’t provide.

According to Econsultancy, customers want to see the product, feel it, establish an emotional connection, and eliminate doubts before purchasing. 

And that’s where 3D product configuration comes in. 

In this comprehensive guide, we’ll introduce you to 3D product configuration and explain how it’s changing the face of e-commerce. Let’s dive in! 

What Is a Product Configurator?

In e-commerce, a product configurator is an interactive software that lets online users customize a product based on certain available configuration options and characteristics, such as size, color, texture, and more. 

In other words, a product configurator visualizes the product based on the customer’s real-time configurations to help them have an accurate image of their desired product.


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What Is 3D Product Configuration?

Have you ever visited an e-commerce website that allowed you to customize a product—changing its size, color, finish, and other factors to suit your taste? 

That’s a 3D product configurator in action. 

If you haven’t yet, chances are you’ll encounter one soon, as this e-commerce trend is gaining traction by the day. 3D configuration allows users to customize the appearance of a product at will. All you need is a few taps, and the product will behave accordingly. 

How does this help shoppers?

3D product configuration allows consumers to view the product from different sides and angles, assess every aspect of the product in detail without leaving their couch, and finally choose a product that perfectly resonates with their style, taste, and preferences. 

This way, product configuration allows customers to see how your product looks, acts and feels. Shoppers can zoom, spin, and rotate the product in a 3D environment, which gives them a personal connection with the product. 

The results? 

Your customers get a more personalized shopping experience while businesses enjoy more sales and few returns, creating a win-win situation for all. 

Why are Companies Increasingly Investing in 3D Product Configurators?

As mentioned, product configuration is an e-commerce trend that is here to stay. But why are companies investing in 3D configurators? 

These stats reveal it all.

  • According to a recent Harris Poll survey, 60% of customers are more likely to buy a product if it’s shown in 3D or augmented reality. 
  • Product configurators can cut photography costs by 90% and product return by as much as 80%.
  • Replacing product photography with a 3D product configurator can boost conversion rates by up to 40%.

Read on to learn how a 3D product configurator works and how it can benefit your business.

How Does 3D Configuration Work?

3D configuration is achieved through 3D configurators—software programs that create high-fidelity 3D renderings of the items in your store. 

3D configurators integrate seamlessly into your app or website without overloading your system with too much tech. Your 3D configurator usually fulfills two core functions:

  • Provide a detailed exploration of the product (s)
  • Allow users to customize an existing product to match their needs and taste

For example. 

A customer may want to buy a hiking show but has no idea what kind of footwear will endure a rough or mountainous terrain. Once they land on your website, they’ll likely check customer testimonials and browse through the various hiking shoes you have on offer. 

This will give them an idea of what they want, but the photos will likely not be enough to help them decide on the right hiking show to buy. 

And this is where a product configurator comes in. 

Your configurator will display the different shoes and inspire them to check out variations of that footwear. The customer can check the shoes inside out from 360 degrees, interact with them, and make an informed buying decision. 

They can even customize the product. 

Using the configurator, they can check out the shoe sizes, styles, colors, and materials—and even combine them to create a personalized pair that matches their style and needs. 

3D Product Configuration Use Cases

Forward-thinking companies have been using 3D product configurators to increase customer engagement and satisfaction. 

The results? Increased sales, fewer returns, and more loyal customers. Here are some examples of brands that have taken product configuration to the next level with 3D and AR.

1. Wayfair

Wayfair is the perfect example of companies reaping big from product customization. The company is seeing around $6 billion in annual revenue, and for a good reason; product visualization. 

The company has consistently changed the way consumers shop for furniture. They leverage 3D visuals, 2D content, and cutting-edge augmented reality experiences to provide shoppers with a wealth of product information required to make an informed buying decision. 

2. NAU

Nau, an Italian online retailer for stylish eyewear, is another brand leveraging product visualization to the core. 

The company, with more than 100 stores around the country, thanks to its 3D renderings and Virtual Try-On gives shoppers an excellent and interactive customer experience. The company allows users to “try before they buy” with digital try-on applications and detailed 3D imagery.

3. Armani

The Fashion Giant started an ambitious project last year: bringing 3D product configuration online and in-store. Thanks to this techology, Armani is letting customers create their own version of some of the most trendy bags they’re offering around the world. User can customize everything, from the color of the bag, to engraved initials and more.

How Product Configurations Can Benefit Your Business

Implementing 3D product configurations can benefit your company in many ways. 

1. It Improves Customer Satisfaction

The obvious benefit you get by implementing product configuration is increased customer satisfaction, which results in more conversions. 

One of the biggest drawbacks to shopping online is that you don’t get to experience the product. Not anymore. 3D visualization eliminates the need to visit a brick-and-mortar store, which is expensive and time-consuming.

Advancing 3D configurations with AR and VR increases the usability of this tech even further, allowing customers to interact with the product from all angles. This increases customer satisfaction which increases sales. 

2. Higher Perception Value

A study by Deloitte found that customers are willing to pay more to have products customized to their needs. According to the study, more than a fifth of shoppers are willing to pay up to 20% more for personalized goods. 

Product customization highlights their lifestyle and brings out their personality. 

3D configurators give shoppers the option to customize products to their needs. With product configurations, companies benefit from increased engagement, which leads to more quality leads, higher conversion rates, and lower customer acquisition costs. It’s like a silver bullet that improves every area of your e-commerce business. 

3. Data Goldmine

Customizing and purchasing tailor-made products provides organizations with a lot of valuable data. They get insights into a product’s most valued aspects and customer’s interests and preferences data. 

A lot of information can be harvested during the customization process, giving organizations valuable insights into future production and upgrades. 

Some features might even be added to certain products because the 3D configurator indicates they’re highly wanted. This results in highly effective products that meet the needs of consumers. 

4. More Cross-Sell and Upsell Opportunities

With a product configurator, customers can quickly put together accurate orders. 

For your sales reps, configuration presents cross-selling and upselling opportunities because manufacturers can offer additional customization options at a small fee. Another advantage is that your sales team gets to know the customer’s needs and preferences. 

By understanding their customers’ tastes and preferences, sales reps are better equipped to cross-sell products that best fit their clients’ needs. 

5. It Eliminates Misunderstandings

The traditional way of displaying product photos doesn’t help much when customers are making a purchase decision. It doesn’t paint a clear picture of what the customer wants in a product. But that’s not the case with 3D configurations. 

3D product configurations offer shoppers a broad and in-depth view of the product they intend to buy, especially when advanced with AR. 

And when customers have a clear view of the product, they’re less likely to return it after purchase. Hence, 3D configurations eliminate product misinterpretations in terms of size, quality, dimensions, and color, which are common in still photography. 

What’s Next: Get Started with a 3D Product Configurator

Leading luxury brands are leveraging Zakeke 3D product configurator to drive conversions and sales to their e-commerce stores. With 5 years of experience in this industry, we can surely help you in your product configuration journey.

Contact us today for a free consultation or visit our website to learn more about how we can help you improve your customers’ experience with product configuration and visualization. 

If you are wondering what you can do with Zakeke, check out our DEMO STORE.

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