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Posted On: 5 May 2020 10:01 am
Updated On: 12 November 2020 02:07 pm

How reality capture is changing the way retail works

Binu Cherian
Binu Cherian
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In an age where we do as much browsing online as we do in-store, an abstract picture and product description is no longer enough.

And with the launch of Scan FX’s latest Reality Capture technology introducing a revolution to the way that online retailers communicate their values and environment with customers, the alignment between online and instore offerings looks set to shift towards a new level of harmony.

Working with a range of large and independent online retailers, Scan FX has designed a reality capture which takes the idea of an online tour and turns it on its head, creating touchpoints where previously there were only images; interactions where before there were only captions.

Arguably the most effective part of this new technology is the quality of the visuals attached, allowing the user to feel as if they are in fact outside, and then stepping inside, their chosen retailer. Starting with a street view, the customer is given information about the retailer and an easy clickable email address – offering complete transparency from the first stage, as well as a reassuring link with the retailer itself through every stage of the process.

Stepping inside the store from an entirely virtual perspective, shoppers can browse the shelves as if they were right there in front of them; creating a novel experience which is not only fun but also incredibly easy to use.

Gone are the days of trawling through e-commerce websites looking for specific products. With Scan FX’s reality capture technology, the entire experience is laid out in front of you, with every available product completely clickable and equipped with full product information and it's own ‘Buy Now’ button for a speedy checkout.

Viewpoints can be switched between the ‘Dollhouse’ view and a 3D virtual tour, while shoppers are also encouraged to interact via a Live Customer Assistant chat function which is both easy to locate on the screen and easy to use. Scan FX visionary, Yatish, describes this new feature as the game-changing aspect of their reality capture technology, saying

We understand that while many shoppers like to be immersed in their own browser experience, one of the key frustrations with e-commerce shopping as it stands is the lack of immediate support from the retailer. This live chat function allows the shopper to communicate with a dedicated member of staff directly, gaining immediate answers to their questions in a way which truly replicates the instore experience – all from the comfort of their own home”.

Sure, to revolutionise the market, Scan FX’s technology is currently making waves across online retailers; but as the world shifts in response to the COVID-19 pandemic and the way that people shop and interact changes, the idea of reality capturing an online 3D marketing looks set to rise.

Source: Press release