Quick start guide to 3D scanning and Photogrammetry in e-commerce
Source: Zeiss
In today's digital age, e-commerce has become an integral part of our lives. The convenience of shopping from the comfort of our sofas has made online shopping a popular choice for many consumers. However, one of the biggest challenges that e-commerce companies face is providing an accurate representation of their products to their customers.
How many times have you bought an item from Amazon just to return it because it was not the right size, color or material? This is where 3D scanning and photogrammetry come in. In this blog post, we will explore the benefits of 3D scanning and photogrammetry for e-commerce brands and detail a quick start guide on how these technologies can be easily implemented on websites to improve the customer experience.
Benefits of 3D scanning and photogrammetry for
e-commerce companies
Enhanced product visualization
One of the biggest benefits of 3D scanning and photogrammetry is enhanced product visualization for consumers because modern scanners can capture high quality geometry and product textures and bring them into a virtual environment. These 3D models of products then can be viewed from any angle on product listing pages providing customers with a more realistic and accurate representation of the product they are interested in, thus increasing customer engagement and ultimately lead to more sales and reduced return rates.
Improved customer experience and engagement
Product listing pages that have 3D models have shown to increase the amount of time users spend on a page time by four times when compared to video and images. According to a report by Wolfgangdigital, an average engagement duration of a website is only 3 minute and 14 seconds. 3D and AR on the other hand has ramped up this number to more than 6 minutes, which is 90% higher than the industry standards. More over 45% of customers said they could make purchase decisions better and faster if sellers supported 3D & AR in their online stores
Reduced returns and increased sales
Another benefit of 3D scanning and photogrammetry for e-commerce companies is the potential for reduced returns and increased sales. This can help reduce operational costs and increase sales thus positively impacting the bottom line. In our previous blog about e-commerce trends, Shopify reported that 20 - 30% of customers return online purchases. By bringing products to life for customers through 3D and augmented reality brands can reduce online return rates by giving customer the confidence that what they see online is what will show up at their door.
Streamlined supply chain management
Having 3D models can also help streamline supply chain management for e-commerce companies. By creating detailed 3D models of products, companies can share these models with their suppliers and stockists, reducing the need for physical prototypes and minimizing the risk of errors or miscommunications. Another benefit for B2B companies is the speed to market by creating virtual showrooms and catalogues before you have samples allowing brands to gauge product interest and generate early revenue.
How 3D scanning and photogrammetry work
Lets take a look at how 3D scanning and photogrammetry technologies work and how they can be used to create 3D models of products.
3D Scanning
In simple terms 3D scanning involves using a 3D scanner which is an array of cameras, infrared light and lasers to capture the geometry, texture and colour of an object. Once all the data is captured a specialised 3D software creates a polygon mesh or point cloud of geometric samples on the surface of the subject. These points can then be used to extrapolate the 3D shape of the subject and create a 3D model. The scanners can also overlay colour and texture data to create photorealistic 3D models.
Enterprise brands that are looking to take advantage of this technology can also set up specialised 3D scanning studios similar to product photography studios, that use 3D scanners mounted on robotic arms to create 3D models at scale.
The Pros of 3D scanning is that you get high quality 3D out put every time even when the surface of the scanned object might be shiny or transparent, along with highly accurate object measurements. The cons however are that specialised harder is required to make these captures, this might come with high upfront costs and a learning curve to get started.
Source: Aztec 3D
Photogrammetry
Photogrammetry is the process of using photographs, hence the word, to measure and create accurate 3D models of physical objects, structures, or landscapes. It involves taking multiple photographs of an object or scene from different angles and using specialized software to process and identify common points in multiple images of the same object.
These common points are used to create a series of triangulations that allow the software to calculate the position and orientation of each photograph in relation to the others. Once this information is obtained, the software can create a 3D model of the object or scene by reconstructing the geometry of the object based on the position and orientation of the photographs.
The pros of photogrammetry are that since no special hardware is required to capture objects, its cheaper and faster to start getting results by using ones own phone camera and free photogrammetry apps from the App Store, however the cons of this are that since photogrammetry relies on images, there are physical limitations when those images are of an object that has dark, shiny or clear surfaces. In those cases, the produced model often contains holes in the 3D model and might require a 3D artist to clean up the output files to make them usable.
Source: Polycam
Implementing 3D scanning & photogrammetry in e-commerce
Step 1: Choose the Right Equipment
The first step in implementing 3D scanning and photogrammetry is to choose the right equipment. There are several options available, including handheld 3D scanners, structured light scanners, and photogrammetry software like Apple’s Object Capture. Like we discussed above each option has its own advantages and disadvantages, so it's important to choose the one that best fits your needs and budget.
If you're just starting out, a photogrammetry phone app can be a cost-effective solution to start building out 3D models and start testing the conversion pipeline. For more advanced applications, a structured light scanner like the Artec Eva or the Einscan Pro can capture more detailed and accurate 3D models.
Step 2: Create the 3D Model
Once you have the equipment, the next step is to create the 3D model. This involves capturing images or scans of the product from multiple angles and processing them to create a 3D model. The specific process will depend on the equipment and software you're using, but in general, the process involves the following steps:
Capture multiple images or scans of the product from different angles
Import the images or scans into your software
Align the images or scans to create a single 3D model
Clean up and refine the 3D model as necessary
Export the 3D model in a format that can be used on your e-commerce platform or CMS
Step 3: Integrate the 3D Model into Your E-Commerce Site
Once you have the 3D model, the next step is to integrate it into your e-commerce site. One of the quickest ways of doing this is by implementing a 3D Content Management System (CMS) like LenzWork to store, manage and distribute your 3D models to your site all from a. single dashboard. 3D CMS can make any site, including Shopify, WIX, Squarespace and many more into a 3D & AR enabled shopping experience without the need to install any apps, plugins or software.
These CMSs also have special algorithms that help make sure that the 3D models are the right file format and are also optimised for fast viewing on the web and on lower bandwidth internet connections. Added benefit of having 3D models hosted on a CMS is that consumers can launch the 3D in their own space with the help of a no-app based web augmented reality experience with a click of a button, giving buyers a frictionless try-before-you-buy shopping experience.
Step 4: Promote Your 3D Models
Finally, it's important to promote your 3D models to your customers. You can do this by:
Including them in your product listing page along with product variants.
Create 3D and AR catalogues to send to buyers and stockists without having to ship physical goods and samples
Use your 3D models to create viral social media experiences and AR lenses on TikTok, Instagram and Snapchat.
Bring the 3D models into a virtual photo studio and create high quality product images for sales and social media at half the cost and time of traditional product photography.
Use analytics on the CMS to see which 3D models are getting the highest views and AR launches.
In conclusion, implementing 3D scanning and photogrammetry in e-commerce can be a powerful way to improve the customer experience and drive sales. By choosing the right equipment, creating high-quality 3D models, integrating them into your e-commerce site with a powerful CMS, and promoting them to your customers, you can create a more immersive and engaging shopping experience that sets your shop apart.
