Differentiating Digital Content to Boost Consumer Engagement & Conversions

Jul 12, 2021 12:00 PM1:00 PM EST

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Key Discussion Takeaways

Are you looking for ways to raise your conversion rate and lower your product return rate? Studies show that companies with interactive product experiences lead to higher conversion rates, customer satisfaction, and customer loyalty scores. A whopping 50% of customers have stopped buying from a brand because one of their competitors provided a better experience.

Threekit is a company dedicated to helping your brand improve the eCommerce landscape and provide better customer experiences for shoppers by using 3D and augmented reality. 60% of shoppers say they want more interactive 3D imaging, 42% say that they would pay more for a product if they could see it in 3D, and 20% say they’re willing to pay more for personalized products and services. Threekit lets you create and manage configurable 3D product visuals, all from a single design file.

In this virtual event, Aaron Conant hosts Tucker Pearson and Will Thompson from Threekit to discuss the future of 3D product configuration. They talk about the three main categories of content that Threekit creates, the impact 3D imaging is having on industries like food, apparel, servicing, and construction, and why customers are starting to expect an interactive experience.

Here’s a glimpse of what you’ll learn:


  • Tucker Pearson and Will Thompson discuss trends in companies’ digital product strategies for customer interaction
  • Threekit’s role in providing a more interactive experience for a brands’ customers — a meeting point between commercial and creative
  • The roots of Threekit — how the original technology went from Hollywood to eCommerce
  • Three main categories of content that Threekit creates
  • The future of 3D advertising
  • Ways that Threekit’s clients are effectively using 3D configuration, including the food industry, apparel, boats, servicing and repairs, and construction
  • Will explains the technology for 3D rendering and how long the process takes
  • Tucker shares statistics that show the impact of 3D configuration on raising conversation rates and lowering return rates
  • Threekit’s integrations with eCommerce platforms
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Event Partners


Threekit uses 3D and augmented reality to improve the eCommerce landscape and provide better customer experiences for shoppers and business buyers everywhere.

Connect with Threekit

Guest Speakers

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Tucker Pearson LinkedIn

Senior Account Executive at Threekit

Tucker Pearson is the Senior Account Executive at Threekit. Threekit creates 3D Product Visuals for eCommerce. They believe in using 3D and augmented reality to provide better customer experiences everywhere. Before his time with Threekit, Tucker was at Salesforce for about six years working with their CQ tool in a couple of different industries. Before that, he was the Senior Business Development Representative at SteelBrick.

Will Thompson

Will Thompson

Demo Engineer at Threekit

Will Thompson has worked at Threekit as a Demo Engineer for two years. He’s written many of Threekit’s integrations for marketplaces like Magento, Shopify, and BigCommerce. Will also builds most of their custom and standard demonstrations. Previously, Will was the Development Director and Co-founder of Diecast Studios and was the Associate Consultant of Technology at TriNet.

Event Moderator

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Tucker Pearson LinkedIn

Senior Account Executive at Threekit

Tucker Pearson is the Senior Account Executive at Threekit. Threekit creates 3D Product Visuals for eCommerce. They believe in using 3D and augmented reality to provide better customer experiences everywhere. Before his time with Threekit, Tucker was at Salesforce for about six years working with their CQ tool in a couple of different industries. Before that, he was the Senior Business Development Representative at SteelBrick.

Will Thompson

Will Thompson

Demo Engineer at Threekit

Will Thompson has worked at Threekit as a Demo Engineer for two years. He’s written many of Threekit’s integrations for marketplaces like Magento, Shopify, and BigCommerce. Will also builds most of their custom and standard demonstrations. Previously, Will was the Development Director and Co-founder of Diecast Studios and was the Associate Consultant of Technology at TriNet.

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Aaron Conant

Co-Founder & Managing Director at BWG Connect

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution.

Co-Founder & Managing Director Aaron Conant runs the group & connects with dozens of brand executives every week, always for free.

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Discussion Transcription

Aaron Conant 0:18

Happy Monday everybody. My name is Aaron Conant. I'm the CO Founder and Managing Director of BWG Connect. We're networking and knowledge sharing group with 1000s of brands who do exactly that we network and knowledge share together to stay on top of the newest trends, strategies, pain points, whatever it is shaping the digital space as a whole. That's everything from Amazon, paid media performance, marketing, direct to consumer international expansion on the marketplaces, fulfillment and digital age three PL partners, whatever it might be. If it enables you to help drive your digital business as a whole, we're probably going to host an event on it. I'm talking with 30 to 40 brands a week to stay on top of those trends. And we're not scheduling anything out more than really, I don't know, eight to nine weeks just because we always want to be as relevant as possible. So if you have anybody else in your organization, you have other friends met other brands, organizations that you think would benefit from joining, don't ever hesitate to shoot over an invite or connect us with them. We don't sell anything here at BWGConnect, we're just a giant networking group. But more than happy to, to continue to grow it and help educate as many people in this space as possible. If anybody ever wants to one on one strategy session, this actually helps us a lot out on our side, we'd love to connect with anybody on the line today and set aside some time to kind of figure out what's going on in your space, pick your brain and who's working for you and who's not. And also, you know, always more than happy to make any recommendations across service providers that come from within the network as a whole. As we get started today, a couple few housekeeping items. Number one, we started three to four minutes after the hour, and we're gonna wrap up with three to four minutes to go in the hour as well, we're gonna give you plenty of time to be on to your next meeting without being late. The last thing is we want this to be as educational informational as possible. If you have any questions whatsoever, at any point in time, just drop in the Questions tab there you can chat them in and as well as you want, if you want or you can always email me Aaron aaro n at E BWGConnect comm any questions and that's even an hour after the call tomorrow next week. If a question comes up in the digital space, you need a connection somewhere on it maybe to another brand. Or if you're looking for help anywhere, don't hesitate to shoot us a quick note, we probably have somebody in the network who can help you out. And with that being said, we're gonna go ahead and kick it off. You know, an ongoing theme for the past year has been content content content, how do we make more of it? How do we make it more engaging? How do we get more of it for less money? As it gets more and more expensive to produce as a whole? How do we syndicate it more it's it's it's been incredible, you know, the the amount of requests from you know, different brands and organizations in the network or they what's going on in the world of content. One of the newest things, what are the impacts across the across the board. So we have some great, some great friends, great partners and supporters of the network Threekit, they're working with a ton of different brands in the network. And they kind of sit at that leading edge and they have a really, you know, a lot of really neat things that they're doing in this space as a whole. So we ask them kind of jump on on the line today, kind of give us some background on what they see happening in the space where they think the space is going, especially in in the AR 3d imaging, you know, arena as a whole, which is where they play in for a lot of brands. So, you know, with that, I'm going to go ahead and kind of kick it over. You know, Tucker, if you want to jump in and brief intro on yourself in Threekit. That'd be awesome when we can bring in Will for a brief intro as well. And then we can kind of kick off the conversation. Sounds good?

Tucker Pearson 3:46

Yeah, sounds good. Aaron, really appreciate you having a song are excited to tell you a little bit about Threekit and what we're doing. It's very, you know, interesting world and it's changing rapidly. So excited to talk about it. Just kind of quick introduction of myself, Tucker Pearson, I live down in Austin, Texas. I've been with Threekit for about four months now. Which has been, you know, pretty wild in itself. My background. Before coming to Threekit. I was at Salesforce for about six years working with their CQ tool in a couple different verticals, couple different industries. Before that, I was actually at steelbrick, which is a very similar founding group family as what Threekit is, and we'll talk a little bit about a little bit more about that as we go through. But yeah, thanks for having me. Awesome. Will, want

Aaron Conant 4:32

to jump in real quick, brief intro on yourself? Yeah, absolutely. Thanks a lot. Hey, everyone. My

Will Thompson 4:36

name is wil Thompson. I'm on the demo engineering team here at Threekit. I've been here for about two years. I've written a lot of our integrations that are on the marketplaces for like Magento Shopify bigcommerce. And I build a lot of our custom and standard demonstrations. So just here to provide any technical perspectives that I can. Yeah, it's great to be here. Thanks a lot

Aaron Conant 4:57

for serving. So quick reminder, those who just jumped on, drop any questions you have in the question section you can chat them in or you can email them to me Aaron a-a-r-o-n at BWG Connect dot com. But let's go ahead in our ticket over T teams are here, if you want to, you know, kind of kick us off with what you guys are seeing in the space and any of the content you have. And we'll just kind of ask questions as we go. Sounds good.

Tucker Pearson 5:20

Yeah, absolutely. So yeah, as we do have questions, just drop them in the chat. And we'll, we'll feel them as they come. Pretty high level agenda, though. So we want to talk a little bit about what we're seeing in the industry, a little bit about Threekit, where the technology comes from, who we're working with. And then we'll start talking about, you know, some of the different use cases that we see some of the different customers that we're working with, I think one thing that's you know, is going to become pretty apparent as we get to that point of the conversation is that we have a lot of different customers and a lot of different verticals, that are using the same tool, but just in very different ways, just because it is such a versatile tool. So yeah, with that, let's, let's jump in. So what are we seeing in the industry, we're seeing that all different companies are developing digital product strategies for their first customer interaction. So, you know, customers are in very different points at that point. But, you know, we do see that most of the companies that we're working with, whether their customers or their potential clients, they do have some sort of strategy, or they're trying to get started in this world. But like, the second point, here, were very different maturity levels, especially in verticals. When we look at like furniture, we see, you know, pretty much everyone has something, again, some customers are at, you know, using AR, others are just starting to get into 3d modeling. And then when we, when we look at other verticals, they're thinking, how do we get into this, we know that this is a future? You know, how do we get started, really, and so we'll kind of talk about that as we go through. And then the third point here is cus are companies with interactive product experiences, lead to higher conversion rates, customer satisfaction, and customer loyalty scores. So there's definitely a ton of value here. There's a ton of ROI, we're getting that directly from our customers. We're seeing, you know, rapid expansion once they do sign on. And we'll talk a little bit more about that as we go through as well. So just real quick, some some metrics, some findings, some reports that we've seen, you know, why is it that we're here, couple different metrics, call out 60% of shoppers want more interactive 3d and ar 42% say that they pay more for a product if they could see it in 3d and ar 20%, so that they're willing to pay more for Personalized Products and Services, we see a 200% increase in conversions when AR is used for product visualization. And I think this is probably the biggest and most important one is 50% of customers have stopped buying from a brand, because one of their competitors provides a better experience. So these are just some of the metrics that are out there that we found from some different reports. And you know, really what's driving the industry. At the same time, the technology that's being used for shopping, the technology that is that's being used, you know, by vendors is changing. So, apple, they just had their their conference about, I think it's about a month ago. And one of the things that they're called out is that augmented reality will pervade their life, I think they spent about a third of that entire conference talking about, you know, the new functionality on the phones and on iPads. And you know how AR is going to work with that Shopify announced, they're going to start supporting 3d models and video, Facebook recently said that they're committing 20% of their employees to working on AR and VR. Google is going to start running ads, as you you know, as you scroll through, you're going to be able to actually see 3d models and actually interact with those different products. And then Gartner, the last one here, visual configuration is named in the top 10 things COVID-19 will change for effective engagement. So you know, a lot of things going on in the industry, both from the customer experience expectation, but then also we're seeing, you know, the vendors and kind of the, the infrastructure around all this is getting ready for that. And so that's why we're here for is to help kind of play in that game and let our our customers work with some of these different tools. So with that, I want to only jump back just

Aaron Conant 9:25

a couple, I have a couple people asked me to go back like two slides around some of those stats as a whole. So 60% of shoppers want more interactive 3d and AR in the digital space. Is this on? So the question is, is this on retailer sites, or is this on direct to consumer sites? So a branded site versus a walmart.com?

Tucker Pearson 9:48

Yeah, so I think we're seeing it across both. I will have to check on where the stat comes from. Because I'm sure the you know, the question was more targeted, but you know, with who we're working with, we're seeing have the same trend across both where the 60% comes from. I'll let you know what that report was. Okay.

Aaron Conant 10:06

Yeah. Awesome. Because it's it's a high stat and including that 57%. I mean, because a couple people commenting on that as a whole is buying from a brand. So are we getting to? And maybe you're going to get to this, you know, are we getting to the point where, you know, if you have a product that's like a demonstratable product of some sort, that it's, it's table stakes in our use? The next question is, are you seeing any trends that this is going to be 65% of shoppers want more interactive a year from now? and 63% of customers have stopped by an Arroyo Grande? Are those are those stats going continue to go up? Yeah,

Tucker Pearson 10:46

exactly. I think I think, you know, when we talk internally, that's exactly what we're seeing is that, especially in certain verticals, it's becoming an expectation. Like, when we talk about furniture, right now, if you can't show a 3d, you know, version of that product, that's, that's, you know, a major competitive disadvantage. We're also seeing, especially with AR, like, if you're furnishing an apartment or something like that, and you want to actually see, does this couch fit in my room? Does this table fit in the corner? You know, not everyone has that right now. But I do believe that it's going to become more and more of an expectation and, you know, companies that don't have that available are going to lose out on that market share.

Aaron Conant 11:28

Awesome. Love. Love ya. Yeah.

Tucker Pearson 11:33

So that's, that's kind of where Threekit comes into play? Is this, this meeting point between commercial and creative meaning, you know, how do we work with those different infrastructure, those different tools that are available, but then also, how do we make sure that all of those different product rules, all those different configuration options are being you know, accounted for, but that we're showing it to the customer, you know, in, in the expectation that they expect to see when we're talking about jewelry, or furniture, or whatever it is, they want to see something that looks really good. But then also, that is accurate from that configuration from that product and price standpoint. And so that's where we come in. And just a little bit of background on kind of where the technology comes from. Company was actually not started to be an eCommerce tool, our founder, Ben Houston, in 2005, was working in Hollywood, he was kind of one of the pioneers in CGI special effects, you can see that original technology and movies like Marvel's Harry Potter, Lord of the Rings, I think it's actually used in tech, and I say, an actual stat here just because we call it out. But it's definitely still being used today in a lot of movies and CGI special effects. That kind of shifted though, in 2016, we were approached by a couple different companies, including Crate and Barrel, and they said, Hey, you know, we have 100 or 1000, different couches and 50 different colors. And that's just not scalable for us to show all those different options online, could you create a digital version of this of this couch, and they created an all of our different colors and textures, so that we could create digital versions or different digital photographs to put on our website. That's just one example of some of the different companies that sort of, you know, kind of coming with that perspective. And, and then in 2018, we received funding from Shasta ventures and Salesforce, and actually the majority of the leadership crew that was a big machines and then steelbrick, and then was at Salesforce came over and really decided that we think that visualization is the future. And, you know, that's when the kind of the platform, the productize approach of Threekit really took off. And yeah, that's, that's kind of where we're going now. And so you can see on the right side, these are just some of the major integrations and companies that we work with, you know, some very big names, they're awesome. Love it,

Aaron Conant 13:59

they're there. I mean, as soon as you call Kai here, you know, without attribution, right, it's tough to measure, you know, these as a whole, right, that, you know, a 2% conversion lift, you know, might have been a mediocre site. I'm paraphrasing a little bit, but I think that you know, see it I love the comment and also speaks to I think, where a lot of people are, are sitting at is the content they're currently that's out there, people are looking to make it more engaging, and a lot seems to be a lot of companies are just looking at, you know, photoshoots, UGC, you know, in a variety of ways, or just creating mass amounts of new content, not just not always different forms, just for an image. Right. So, we'd love to hear your thoughts there. And another question that comes in, you know, the impact on conversion rates.

Tucker Pearson 14:56

Yeah. So, yeah, so I'll we'll get through a little more content that I do have some some more metrics that we'll talk about, I think, you know, the the context will add to, you know, the power of those numbers. But yeah, we'll absolutely talk about the content in just a second and how our different customers are using these this content different ways, because I think that's very important. But when we do think about the content that is created, or you know, the functionality that we're really focusing on, I think it can kind of be broken into three main categories. The first is 3d configuration. So what we're doing is we're creating that product. But then even more importantly, we're taking into account all of those different product rules. But if you can see here, we're creating a pontoon boats, something that's pretty complex, but we're allowing the customer to actually interact with it. So they're changing the colors, the options, the trim, you know, if they did want to have some sort of configuration around, you know, maybe the dash or the seat or anything like that, we are able to handle all those configuration rules, were able to handle the rules that are running in the background to make sure that, you know, this is a pontoon boat that can be put together. And that, you know, it's it's what we'll call commercially valid, and then also accounting for all of those different colors. And in real time, you know, making those changes to the visual, the second is going to be augmented reality. So once we have that, that content of that 3d product, the 3d image or asset, really, what we're doing is we're just making it accessible on your device on your your iOS, or your Android device that has that augmented reality, functionality, we're not trying to necessarily be an augmented reality company, rather, we're just trying to make that asset available so that you can use it with that technology that's already a you know, coming out with iOS. And then the third piece here is virtual photography. So this is going to be more of your 2d, pre rendered image. This was that Crate and Barrel example where they have 10s of 1000s, if not millions of combinations of couches. And we're basically setting up a virtual photography studio, where we're saying I want a shot of these 10 couches or these 10 chairs, or whatever it is, at these 20 different angles. And then with these 30 different materials, we're going to let the the tool the platform actually fire that off. And then we're going to create all of those rendered images so we can do you know, like I said, 1000s, if not millions or billions of images, which would take forever, for someone to actually do it in a real photo studio. A little bit deeper on that. So in kind of tying the last two slides together, as I think the most important thing about what Threekit is doing is that we are a platform, we are a visual experience platform. So like I said, we're taking that commercial side that product, pricing information that configuration, and then we're merging it with the visuals, the the 3d models, the materials, you know, kind of that that visual experience that our customer expects, and what this looks like, you know, when all that comes together is we are allowing you to show your products where you want to whom you want and with the experience that you're looking for. And we are a headless tool. So if you are looking to do this on our website, we can do that, if you're looking for this to be in store, we can do that as well, if you're looking for this to be, you know, maybe you have a rep that's out in the field, and they have an iPad, and you know, they're doing heavy machinery, and they want to actually put together a machine and design it with their customer. In real time, we can do that as well. So again, what we're trying to do is just give that product visual wherever you want to whom you want, and really, you know, nail that experience for you and your customer.

Aaron Conant 18:41

Love it. I just realized those who just joined, if you have questions along the way, comments drop into the questions or the drop into chat or email them to me, Aaron a-a-r-o-n at BWG Connect dot com, and we'll keep we'll keep building them. Awesome.

Tucker Pearson 18:57

Perfect. So you know, just even a little bit farther. You know, we've talked and usually when we have these conversations, people are thinking about their website, and you know, more of that direct to consumer, maybe b2b but someone being on their laptop, or you know, or their, their phone or device for that initial sale. But I think once we've created this content, there's so much more that you can do with this. And this is what we're seeing with some of our more mature customers is they're starting to see okay, it's not just that initial sale, it's not just that eCommerce experience, we can do so much more with this, we can use it for direct sales, this was that you know that sales rep that's out in the field, using an iPad selling directly to you know, a farmer or a business owner, whatever that might be. This could also be in service. So a lot of our customers are actually starting to do explosions of products. So let's say we have a lawn mower or some sort of machine or something like that. And there's a broken piece in that longmore we could actually do an explosion and you know, blow out all of those different parts that go in the lawnmower, and have the customer select. This is the one that's broken. This is the one that I need repaired. You know, this is the extra part that I want to order, rather than going online and trying to find a, you know, a part book and searching for that that product number, we could do it just visually. And then the last one here is marketing. So once we've created these assets, they're yours, or they're your customers are our customers to us. So, at the beginning, we talked about Google using 3d images for advertising. If you have that product image, you could absolutely use it. You know, in a Google campaign, you can also do things like clienteling. So some of our jewelry companies are doing this where, you know, they've, we know that the customer bought an engagement ring, well, we probably know that they're going to hopefully, buy a wedding ring. And then hopefully, they're going to have a one year and a five year and a 10 year anniversary. And we can start to use this information about what it is that they've bought to start marketing them more content around this is, you know, your typical one year anniversary gift, here's a typical five year anniversary gift. So a lot of that can be done there. And the last one that you'll see there is abandoned carts. So you know, this, I think can be taken in two ways. Let's say someone spends a bunch of time configuring something, and putting together their dream pontoon boat, we can actually save that that exact configuration, so that if they want to come back, or maybe we send them an email with, hey, here's the pontoon boat, or here's the product that you just put together. Why don't you go back and actually finish that or purchase it or, you know, here's a 10% discount, if you by now. But I think the important thing there is that we actually capture the full configuration that that person goes through, rather than just sending them Hey, why don't you start over and go through that whole thing? Again, I think, you know, you'll see much higher conversion rates with with showing them what they've actually put together.

Aaron Conant 21:47

Yeah, I like this slide from the standpoint of I think it highlights the like you were saying the maturity curve, that even looking back 15 to 18 months ago, you know, a lot of companies, you know, a lot of people are looking at, hey, I need marketing material, I'm going to get this via UGC, or I'm gonna look at this via photoshoot. And then hey, I'm even looking at AR VR completely separately, and I'm gonna have, you know, a platform that maybe addresses that, hey, I've got, you know, Salesforce that's enabling direct sales it that there's now a holistic view UI, I should say, one way to optimize total cost of content, is by getting a bulk deal out of it another way is expanding the uses of it across all multiple different platforms within your company. And this is, I think, something that's really changing for how people view what do we do with content? How do we create content? Where can we leverage it? And how can we optimize the amount of money that we spend on it, because content is not getting cheaper? Right, and by any means. So

Tucker Pearson 22:56

now, that's a great point, I think that's really, you know, when we look at the space, 3d ar, it's, I mean, it's newer, but it's not necessarily a new thing. But I think the platform approach that Threekit takes in, you know, being able to create the connections between an eCommerce between service between marketing, and then have all of your content live there, that's, I think, you know, a major differentiator that we see.

Aaron Conant 23:18

No, I agree, because what a lot of times when you think 3d ar, and I'll refine into 3d, like, Hey, you know, 3d, it's been imaging, you're not thinking about the platform, from the standpoint of, now I can get an image of a photo quality, a near photo quality image of any one of my products from any angle to be used anywhere. Right, within, you know, they use a direct sale service. You know, even customer service, you know, what party working on using it as an internal tool, and you're in the blowout, like you were saying, or on marketing, I need another I'm going to swap, you know, this angle out for that angle, this product for that product, and you don't have to go do a whole new, you know, photoshoot or, or, you know, pay for licensing rights or anything like that. No, super interesting.

Tucker Pearson 24:13

Yeah, and I think the most interesting thing for us is that this is constantly changing. I mean, you know, a year ago, this is kind of our dream and what we thought, and now it's even more people are doing it, right. They're, they're asking about it, they're implementing it, to we're seeing it, you know, in real life.

Aaron Conant 24:30

Yeah, I mean, it's almost a necessity. And, you know, the word tablespace gets thrown around quite a bit. But, I mean, you have to optimize this just digital maturity that's happening in real time right now across the board. And I think the next six to nine months, we're gonna see one of the, you know, a group of, you know, companies that have put digital now at the forefront and really invested in it really mature and it's going to be incredible. That's where I think, you know, you see Facebook, you see Google, you see Apple, all saying augmented reality. And when you look at some of the websites where, like you were saying, like on a Crate and Barrel, the quality of the content of the image of what you're looking at as a couch, your eyes can tell the difference. And that's how real augmented reality is going to look in, in five years. It's gonna be, it's gonna be, it's gonna be crazy. It's gonna be fun. quick reminders, we're halfway through here, drop any questions or comments in the question section, or email them to me, Aaron a-a-r-o-n At BWG Connect dot com? No great conversation here with Tucker and we'll go over it Threekit? And just, you know, anyways, is there is there additional information, and then I like to, you know, just keep rolling through this. And then we can field some more questions as they come in.

Tucker Pearson 25:56

Yeah, perfect. So we'll just kind of keep rolling then. So, what we're going to do now is kind of talk about some of the different specific functionality that our customers are using, you know, more than just or dive a little bit deeper into that 3d configuration and how that can be applied, and how it can be, you know, effectively used so the first is going to be image upload. So this is kind of your your, you know, you want we want to do a customization, whether it's a mug, a T shirt, or a hat. puca is one of our customers, they do if you think of like country clubs, or golf courses or things like that, that's their main customer. And so what they're allowing those customers to do is actually upload customize build out their their own hats, you can see here, they've uploaded an image, the one thing that's very important about this image is that it's actually able to take into account the geometry of the hat. So you'll see when it pops up here, it's actually a rounded image, versus just like a flat image. And then you can edit, you can change the size, the rotation, and Threekit actually capturing all that information as you go through. So it knows exactly where on the y axis the x access, that Threekit logo needs to be. And so we can push that downstream to, you know, eventually whatever tool is actually creating this hat. Something a little bit similar, but, you know, maybe a little bit different as text input. So this is a customer of ours that does custom fantasy rings, where you're actually able to upload, like it says here the name, maybe you're the season record. And we can actually again, do that customization in real time on the product on the asset, as you can see here in a 3d image, and then it's going to actually scale that text to fit into that space. So, you know, as we fully type out Threekit, the font size is actually going to go a little bit smaller, you'll also notice that we're able to have different textures. So we're overlaying that Threekit, that's silver material on top of, you know, that black material that we have running in the background is

Aaron Conant 28:03

awesome. So a couple questions coming in. And it's around like categories as a whole. So I doesn't have to necessarily be about, you know, customization, because in this case, anything coming out of the food and beverage industry, you could share in terms of 3d, 3d, and then other people are asking about, you know, you know, how much content are you seeing produced from 3d images into, you know, an asset ready for for marketing in 2d? And then, you know, I'm going to tag off the food was just a little bit like other, you know, one of the top areas he touched in the furniture, but when we're talking about 3d, I don't want to necessarily say AR but 3d side, what are the what are the different verticals that you see, you know, CPG, furniture, apparel? Where do you see 3d being used in anything specific to the food industry?

Tucker Pearson 28:58

Yeah, so a couple different questions there. I'd say in the food industry, the main thing that we're seeing is packaging. So you know, like, maybe if you have like a bottle of liquor, being able to do a wrap around that and do like a customization of the actual packaging that that's going into, you know, what, we'll also see some things in like, you know, designing a custom box, we're working with some different customers that are in print. And so that, you know, I think that's probably where we're seeing the most and like the food industry will I'll let you answer this in just a second. But that's probably the main place and then in terms of like, the different verticals that we're seeing, like I said, furniture is huge. A lot. We see a lot of customers coming into jewelry. So like we're seeing here fantasy really could be that it could be you know, custom necklace or an engagement ring or anything like that. And then apparel is actually huge for us. And I think the main reason for that is if you think about like suits or shirts or anything like that, where there's so many different iterations of how many different ways we can create something like a suit could have different loops. Hell's our buttons, or the pocket could be cut differently. I mean, we get into like the millions, if not billions of different combinations, especially when we, when we take into account like the material. There's absolutely different, you know, billions of different options. So that's, that's where I think we're seeing a lot. And then, you know, we're also seeing kind of, like in that slide that I showed, like boats, and, you know, machinery, things like that. So Will, we'd love to hear from you as well there.

Unknown Speaker 30:32

Yeah. Aaron,

Will Thompson 30:33

I think sorry. My Monday brain is on Foley, I think you mentioned kind of some 3d questions about what it takes to get files, ready for experiences like this. Can you just give me that question again? And I'd be happy to answer.

Aaron Conant 30:44

Yeah, specifically around. So we talked a little bit about you know, so you've got, you know, a 3d generator like this, right? And then how, how often are you seen people use it to create 2d files use for marketing? And what does that process look like? Yeah, if you're trying to rationalize this, that's great. Unless it takes 12 hours for a person to pull this file out and make it renderable. You know,

Will Thompson 31:12

Yeah, true. I mean, if anybody on the call has ever experimented with 3d before, I mean, back in the day, when I had my own home machine I was rendering locally, you kind of hit the Render button, and it takes a while on your computer. But Threekit leverages the cloud, right, so this example, this ring example, for instance, anything that's in our 3d player, you can create a render of it, essentially, instantaneously, there's a couple approaches that you can take one approach would be to generate a render of this item as it sits in the player and it creates an image. Another one would be to hit one of the three hit API's and say, you know, I want a render of this item with this configuration. There are two different approaches to make an image from a 3d file on Threekit, one is instant. And one would take a couple of moments, depending on how many batches you want to fire out. A lot of our customers have insane batch jobs have huge amounts of renders. And they could be taken out in a couple of hours for like the really heavy batch loads. But if you were creating one image, it could be instantaneous or close to it. There is a render button on Threekit for mega render, there's no black box where you have to like hey, can you make a render for this and send it to somebody? And it's really flexible experience?

Aaron Conant 32:26

Possibly, then, you know, another question that comes in around what happens to page load speed on the website. Three people related to the 3d, you know, imaging, not the not the 2d, we're just talking about. Sure, yeah, 3d, it

Will Thompson 32:40

doesn't really take over a page load so that the page loads around the Threekit player, there are a couple of factors that kind of determine how fast the Threekit player loads. And those are, you know, how complex is the model, how much light is in is in the scene, what size, the textures are all that stuff. But we Threekit is extremely performant. And we have load speeds anywhere from under a second to you know, two or three seconds, depending on how intense that experiences, some of the heavier b2b ones do take a bit longer just because for example, we have a customer that does elevator customisations. And that renders an entire room. So you have a lot of detail out of things. And that takes on no longer site to load. Something like this for a consumer product, it would be very fast, it wouldn't affect the page around it either. It loads like a YouTube player, for instance. So the page loads, and then the player loads.

Aaron Conant 33:30

Great questions. Great questions, if there's others. Yeah, everybody keep dropping them in the question section or an email them to me. So I'll kick it back over to you. I don't know if there's a there's another kind of one of these demos. Yeah, no, no questions as they come in.

Tucker Pearson 33:45

We have a couple and then we'll go through some specific customers. Another functionality that we're seeing is panorama configuration. So this is a customer of ours that creates, what would this be called? outside of your window or outside your door, my balcony. Thank you. It's Monday. But what they're doing here is actually, you know, this would be more for an engineer that's coming in and saying, okay, I want to understand the size, I want to understand, you know, different angles. And in real time, as we make those changes, the visual is actually going to change. Another thing that this is taking into account. And it's maybe not in the demo here, or in the gift here is, you know, let's say I go and I make a much longer balcony. And that actually you can see it changes the number of windows that are available. So you know, for putting this building together putting this apartment together. You know, it can do more than just the balcony itself. It can actually change things around it. This is a little bit more simple, but we can do some custom animation. So when your customer comes on and they look at like we're looking at here a safe, we could actually have that, that safe, open and close. They don't actually have to click on it. They could click on it and then that animation fires or it could just be running in real time and right when they get on this You know, we have, we have the door opening, so you can see everything. And, you know, that could be as simple as this, it could also be like a panoramic of the of this if it could be zooming in. Like if we're doing a shed or something where you can actually go from the outside to inside the shed. So you have full ability to customize those different animations. One thing, especially in our b2b world that we see is customers want to be able to see what are the actual dimensions. So we can put in some different labeling, like you see here, where we have the 73 inches, the different measurements of how big is this product that we've actually put together? If we think about, you know, especially furniture or cabinetry or anything like that, we want to make sure that it fits into our space, of course, we can do that in AR. But if you do know the dimensions, if you're putting together a room or a building or anything like that, we could just, we can just display this. And, you know, as we do drag and make that cabinet bigger or smaller, those measurements are going to change in real time to show what it is that we put together. Similar but a little bit different is, if we do want to have any sort of hotspots that explain what it is that we're looking at. So if we want to say, you know, here's the screen, its retina, or if we want to say like, here's the attachment where the pole meets the screen, we can have those different little hotspots where someone could click on it, or hover over. And it'll immediately give more information about the product that we're looking at. Final one here, before we get into actual customer examples, of some of the customers that we're working with is being able to actually drag and interact with the product. So you can see Bressler, they're actually putting together tool sets. And we can say Do I want it in the middle. And in real time interact with the product that they're putting together, drag and drop things like that. So now with that context, I did want to get into some of the different metrics that we're seeing, I can share all this with you. But some of the things that were called out at the beginning of the call, have questions around conversion rates, things like that. I think, you know, it's hard to put an ROI around just customer experience. But these are some of the different metrics that we've found from our customers and some of the feedback that they give them back to us. So we have a 20% reduction to the sales cycle, I think the the big thing there is, and then that's applying to the time is being able to see, the product that you're putting together gives customers more confidence in what they're actually buying and giving, you know, a really realistic high quality image just gives that customer more, like I said, confidence that what they're getting, what they're buying is actually what they're seeing. And you know, high level, high quality visuals are going to do that 40% increase in conversion rate, I think it's very similar story, they're being able to see being able to take that couch, put it into my room, make sure that it fits, make sure that I like the type of wood with my table, you know, and make sure that it fits with the overall audience that I'm going for. That's going to lead to higher conversions. The 90% reduction in photo and rendering. That's really tied to it, I think it could be higher is really eliminating photography, right? If we're doing that virtual photography studio, if you think about a customer that does like heavy equipment or something, think about how much time and how much time and money it takes for them to ship that tractor, to the photo studio, take a picture of it in multiple different colors or with different attachments.

And then send it back. We're essentially eliminating all of that costs all of that time, like we'll said, being able to fire off millions of those different renders in, you know, just a couple hours at most 20% increase to web increased web to lead. So the biggest thing we're seeing here is that customers like using these sorts of tools, they like interacting with their product, and they're more likely to buy once you know, if they go to the website, they're more likely to buy or to become a potential buyer. You know, if you do have that, that functionality available, higher order value, 20% higher order value, this is really tied to two things one is going to be allowing for customization. A lot of a lot of our customers actually charge more if you customize as you think of like an engraving on a watch. Or if you got a tailor made and you customize your driver, they actually have an upcharge for that ability to customize it. So that's going to be that higher order value. The other piece here is for add ons or attachments. If you're saying hey, here's the pontoon boat that you're looking at, but you can also add this new motor motor or you can have this new display screen, being able to for them to actually see that they you know, have more of an emotional attachment to that. And so we're seeing that that overall order value go up and then 30% faster purchase to fulfillment. So what Once that has actually been purchased, once that product has actually been purchased, we have all the information around it, we have all that configuration detail. And we can immediately fire that off to the other systems. The other piece here is going to be, as we're starting to see, these customisations these these products being put into the pipeline, you know, procurement, those those downstream teams can start to get ready for what's in the pipeline. So hopefully this kind of answered some of those different specific statistics and metric questions. Yeah, it does.

Aaron Conant 40:33

So a question that comes in around the 90%. In photo rendering for savings is, do you see people using your platform, specifically for that portion? And not necessarily rolling it out to? You know, Render and 3d ar on the website?

Tucker Pearson 40:49

Yeah, we do. The first one that comes to mind, and we keep talking about them is Crate and Barrel. I think that, well, that's where they started, they are starting to do more of the 3d and the AR now. But when they originally came to us, that's what they were focused on is specifically that virtual photography. Now they've seen the value, they're seeing the market kind of shift towards needing 3d and AR, but that's that was their original need with us. Yeah,

Aaron Conant 41:13

awesome. Next one, are we able to shoot a copy of this deck to people that are on the call today?

Tucker Pearson 41:20

Yeah, I'll send it to you. And you know, we can we can send it back to people on the backend too. Exactly.

Aaron Conant 41:29

Yeah, I have to send out, you know, 40, PDFs or PowerPoint.

Tucker Pearson 41:33

I think most of these on our website, too. If you go to Threekit calm, I think we have some customer ROI statistics. And that's, that's where I got all this from.

Aaron Conant 41:42

Yeah, awesome. Do you see next question comes in, do you see it, you know, seems intuitive that you would see a reduction in returns, right? Are you do you have around that as well?

Tucker Pearson 41:53

We do. And that'll be one that you find on the website. But I think there's there's two pieces to that. I think the status and I think it was like 40% reduction, and returns two big pieces. That one is when you allow for that customization. Again, think of like that engraving or that custom driver, a lot of customers or a lot of companies will say if you customize it, you can't return it because we're not going to, you know, get a Happy Anniversary Tucker watch, we're not going to resell that. So I think that's one piece. But then also, again, going back to, once the customer, the end customer actually sees and is able to feel and put together the product that they want, they're more likely to actually be happy with that and that end product or you know, they can see it in their space. Just a couple months ago, I bought a couch didn't fit at all. So I had to return it. If I would have had or if you know who I was buying from would have had ar 3d available. I could have actually seen it in my space and known right away. Hey, this isn't the right couch for me. I should go with something different.

Aaron Conant 42:57

Awesome. So the next question that comes in is can you talk to integrations with eCommerce platforms?

Will Thompson 43:07

Yeah, Will, I'll lean on you for this one. Yeah, I'm just getting ready to unmute sounds like a very push through me. Um, yeah, the short answer is Threekit is a headless platform. We can integrate anywhere that allows for JavaScript engine implementations. We have off the shelf connectors with Magento, Shopify, Salesforce, I believe there's one for SAP and big commerce. So a lot of the eCommerce platforms that are out there, we do have integrations in their marketplaces. But simply Threekit just needs like 20 lines of code to be live in its simplest form. If I can integrate it into a store. I'm not a trained developer, I've kind of figured out as I've gone, I imagine any developer that has a true background would be able to do it. No problem.

Aaron Conant 43:54

Awesome. So another question that comes in here in this software be driven by a Pim.

Will Thompson 44:02

Yeah, we can integrate into pins grps. We can ingest and send out information from anywhere. A lot of our larger enterprise clients do have er peas and pins that we integrate and gather information from. So yes, we can definitely integrate with with other platforms as well.

Aaron Conant 44:17

Yeah, awesome. One more like really technical one as well. Listening tags based on location to, you know, limit what's being shown? Yeah, I

Will Thompson 44:30

think it's not necessarily a native Threekit feature. But on the web, you can detect where your users are. And based on that information, you would be able to serve up accurate information. So for instance, we have an automotive demo. And there are lifestyle renders of the car in the city. And then there's a lifestyle shot of the car in the mountains. So if you have a client and like British Columbia, that's probably in the mountains, you would be able to serve them up the images that were rendered on Threekit and if you have somebody in Chicago or New York or Toronto, you would be able to display the image of the car in the city. So it's not in a native 3d feature. But we can absolutely help you distribute images that are kind of accurate to whatever location your customers are in.

Aaron Conant 45:15

Awesome. Love it. Yeah, I have a few more people that want the deck as well. So we'll probably make sure we connect you and have you anybody we checked you if you can just shoot them over a copy of the deck. Awesome. Are there it just a reminder, people keep dropping them in the question section or emailing them over to me, Aaron, a-a-r-o-n at BWG Connect dot com? But that's about it. And I don't know if there's if there's other slides after this.

Tucker Pearson 45:41

Yeah, and I know, you said five minutes, we wanted to give everyone five minutes at the end, I did have a couple of actual, you know, specific customers that we're working with to call out, we could fly through those in two minutes.

Aaron Conant 45:53

Let's do that. I mean, we've tackled a ton of questions along the way. And I'll still as they pour in, I'll still bring them up.

Tucker Pearson 45:59

Yeah, absolutely. And again, you know, for whoever wants this, these decks, we'll get them over to you. But I think when you see some of the customers that we're working with, again, like I call that at the beginning of the call, you'll notice right away that they're using, you know, the same tool and very different ways. And I think, you know, just kind of speaks to the power of the platform and kind of the power of, or the the possibility of where this entire world and you know, what, where we're going. So here's just a couple customers right away, you'll notice some big names. Like I said, lots of different verticals, we have closets, we have clothing, we have, you know, all the above great, barely talked a ton about them. So I won't spend too much time here. But I will call out. Like you said, Aaron, when you do go onto the website, those are going to be super realistic photos, or you know, virtual photos of the different couches. And like I also said, they're starting to step more into that 3d ar world. So you'll start to see more and more in that of that on their website. Another one tailor made, if you go online, you know, you want to customize your new sim to driver, I think this is actually something important to call out. So TaylorMade is a customer that came to us. And they said, We really want what you have, but we're not really sure where to start, you know, it's a little bit overwhelming, because we have a massive product portfolio. And so we said, Do you have any new products that are coming out something that we could use, as, you know, an example to show the value. And so what happened here is they said, Yep, we have a new sim to driver. And this is where they saw that 200% increase in in sales. This is also where they saw that 629 that higher, you know, costs for that customized product. So definitely a great example, you can just you can go to the tailor made website and put put your own driver together. lovesac completely different use case, but I think it's very important to call out they're actually doing a sectional builder. So you can go online and build, you know, really infinite number of possibilities of material, or sectionals that are different accessories that go with these different sectionals and you can basically put together, you know, almost like a room builder and drag and drop and you know, a lot of functionality there. Lindsey Scoggins they use a combination of both our 3d Configurator as well as that virtual photography, 2d image so that when you go to their website, you can put together an engagement ring, and that'll be using the 3d and Lindsay Scoggins actually wanted it to look more like a drawing of someone actually going in and and drawing out that ring. And then the final product of or the result of you putting together that configuration is going to be that no very realistic version of the 2d rendering of that configuration that you just put together. So great example of, you know, multiple different functionalities being used for that, that great overall experience. And that's all I had.

Aaron Conant 49:02

No, I mean, it's been awesome. And so I don't have a ton of other questions that come in the last one was, you know, what kind of files does a company need to get started? And then we can kind of just go to like key takeaways. Yeah, I

Will Thompson 49:18

can answer that one, for sure. Um, 3d can pretty much ingest any kind of 3d file, excuse me, whether it's CAD or artistic files, they we don't ingest RAW files, like 3ds files, excuse me, or anything like that. That's proprietary, they would have to be exported that are open file standards, but we pretty much can take in any kind of 3d file.

Aaron Conant 49:40

Awesome. I love it. Will, once again, you know, thanks, Tucker. And well for your time today. Thanks, everybody for the great questions that come over, you know, in I think as we wrap up here, you know, probably pretty much right on time. I want to say a quick thank you to everybody you know and hope you got a ton out of this session. Look forward to Haven't you on a future one, but if I take it, take it over to you like, they're like key takeaways for people today as we wrap up? Yeah,

Tucker Pearson 50:06

I think the, you know, the key takeaway is, it's something that's becoming more and more relevant, you know, across all different verticals, all different industries. You know, it's constantly changing on our side, but I think, you know, the, the way that we are approaching it, we're very confident in and that is this platform approach of allowing you to, you know, create your visuals and create your experience. And we're just, you know, kind of the catalyst of making sure that you can control that overall environment and, and show your products to whom you want where you want. So yeah, I'm excited to, to chat with any of you. And if you look here, if you scan that, that QR code, it'll actually pull up a site on your phone, and you can look at a couple different products, you can just some configuration, then you can actually use Threekit to see them in your space. So really appreciate the time. And looking forward to future conversations.

Aaron Conant 51:00

Yeah. Awesome. Well, thanks again for your time today. Thanks for being such great friends partner support as the network as a whole once again, anybody on the line today, look for a follow up email from us. We'd love to have a conversation with you at bw G, connect, also encourage anybody have a follow up conversation with the team at Threekit. With that, we're going to wrap it up right here on time. hope everybody has a fantastic Monday, everybody. Take care. Stay safe. We look forward to having you at a future event. Thanks again, everybody. Thanks. Will, thanks, Tucker. Everybody. Take care now. We'll see you already. Bye bye.

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BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution. BWG has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
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