How to Build Inspiring Product Experiences with AR and VR

Use immersive technology as buyers demand much more than great images.

Visual content engages buyers at a much higher rate than just written content. In fact, 32% of marketers report that visuals are their most important form of content for their business. Did you know that you can bring product content to life by creating an amazing product visualization story to your buyers that is much more than static images or video? In a world that is always “on”, bringing products to life across channels is no longer a nice to have, it is expected.  

Modern living room interior with dining table. 3D Render

Buyers want more visual and realistic experiences, especially now as many buyers still are not shopping in stores or with any personal or direct contact. If your buyers can’t come to you, why not bring products to them? 

There are several emerging technologies that can help enhance customers’ experiences, such as 3D, Augmented Reality (AR), and Virtual Reality (VR). These immersive solutions are like super-powers for your product information. They can be used to create a more rich, realistic, and appealing buying experience. In addition, they increase effectiveness as 3D interactive content drives 94% increase in page views and helps reduce costly returns. 

A better customer experience with a higher conversion rate and fewer returns means more revenue. 

What are the biggest advantages to leveraging virtual reality or 3D solutions in your product content?  

  •  Faster generation of visual photography– In a world where consumer behaviors and needs are constantly evolving, adaptability and speed are a must. Buyers want contextual and relevant product information to help build confidence in their purchase decision. Creating product imagery is an arduous process that involves a lot of time, resources, and money to get it right. You need tools and processes to auto-generate engaging visuals and content so you can reach your selling channels faster and more effectively.   
  • Comprehensive visuals– Allow your customers to select product options and see them in both 3D/360 views so they can visualize all aspects of your product. Empower your customers to dynamically interact and engage with your products from every angle and perspective. This offers the “feel” and experience buyers get from manually interacting with your products.
  • Personalization– Place your product in your buyer’s space or unique setting. Buyers want a visual experience that helps them make a purchase with all the information they can access –both on-line or off and in every format. 

Brands need to rise above the noise in the market and give customers the power to experience their products in real-time, in their own context. Getting to the store or showroom is not easy these days and the pivot to e-commerce and even direct to consumer (D2C) is touching every vertical from grocery to manufacturing, to luxury retail. The best brands will “bring” products to buyers’ homes and offices, help them see every detail, and ultimately, drive purchases.

360 degree view of Cartier watch

In an uber-competitive marketplace, brand leaders are looking to continually innovate their e-commerce and product lifecycle processes. Integrating technologies like PIM, DAM, 3D, and AR delivers the best experience for buyers. And, it can be a game-changer that connects manufacturers, distributors, retailers, and their buyers to a new visual buying experience that they crave.  

Want to learn more about these powerful technologies and how they can help you with your product information? Watch the video on how to build immersive experiences for your buyers here.

Written by

David Sultan


David Sultan is the director of sales engineering at inRiver and has been leading the teams to drive excellence for the past four years. With over 15 years of experience in product information management (PIM) and digital asset management (DAM), Sultan has worked at both Aprimo, formerly known as Adamsoftware, and OpenText. He has his MBA from Johns Hopkins University and a BA of Science in Management Information Systems from Virginia Commonwealth University.