Furniture retailers see 3D & AR overtaking traditional photos
Research has revealed that a majority of furniture retailers now believe traditional product photography is being overtaken by 3D imaging technology as the preferred way to showcase products online.
A new study from visual commerce solutions provider Fixtuur found that 79% of leading furniture retailers reported a shift to 3D product images, which has resulted in increased customer engagement across their eCommerce channels. The survey, comprising responses from 100 furniture business leaders, highlights several business benefits following the adoption of 3D and augmented reality (AR) technologies.
Perceived advantages
Retailers indicated that introducing 3D product visualisation resulted in increased sales, with 76% noting an overall sales increase, and 96% identifying a boost specifically in online sales. The research also suggests that these technologies have helped create more personalised shopping experiences for 72% of respondents, and similarly, 72% said they had improved their advantages over competitors.
Additional benefits named by retailers included improved customer understanding of products and better in-store experiences, both cited by 71% of respondents. Reduced product returns were also reported by 70% of those surveyed, suggesting that enhanced visualisation can help buyers make more informed decisions.
Rising consumer expectations
The drive towards 3D and AR visualisation appears to be influenced by changing consumer expectations. According to the Fixtuur study, 60% of furniture retail leaders said that shoppers now expect to be able to visualise items in their own homes before making a purchase decision. For many businesses, meeting these expectations is seen as increasingly critical.
Reflecting on the changing landscape, Ben Knight, Chief Revenue Officer at Fixtuur, commented,
"The days of traditional product photos are dying. Despite the bottlenecks retailers face in producing photography or 3D assets on-time for product launches, the truth is a static image won't cut it for most consumers anymore."
Knight continued,
"The retailers that are pulling away from the pack right now are the ones that can produce these assets quickly to create a richer, faster, and more consistent shopping experience for customers. In the coming years, we expect this approach to become the de facto industry standard."
Industry adoption
The study reports that 64% of respondent retailers now see 3D and visualisation technology as a "must-have" for their websites, apps or stores. This shift is occurring even as many businesses acknowledge ongoing challenges with producing digital assets for new product launches at speed.
The results indicate an increasing prioritisation of immersive technology within the furniture sector's digital strategies. With more retailers utilising 3D imagery, product configurators, and AR experiences, the sector is responding to evolving consumer behaviours and the demand for interactive, personalised shopping environments.
Retailers surveyed encompassed a broad cross-section of the industry, including both firms with a bricks-and-mortar presence and those operating solely online. The Fixtuur report underlines a consensus across different business types that enhanced visual representation drives better engagement and commercial outcomes.
Looking ahead
As businesses aim to stay competitive and match consumer expectations, the adoption of 3D and AR technologies is expected to continue to rise throughout the furniture retail sector. According to the research, improvements in digital asset production workflow and further integration of visualisation technology are likely to represent the next steps for many retailers seeking to reduce returns and boost both sales and customer satisfaction.
