10 Brands Using Online Product Configurators to Boost Sales

Giving shoppers the opportunity to customize purchases in real-time used to be an added benefit. However, the seismic shift in how people are shopping now has increased demand for this. Customers now need, and increasingly expect, the ability to choose, customize, and personalize their items online before proceeding to checkout. An online product configurator enables just that.

Key Takeaways

• Online product configurators allow customers to personalize items by selecting size, materials, features, and more.
• 80% of consumers are more likely to purchase from a brand that offers product customization.
• Product configurators reduce the likelihood of product returns, as customer expectations are better aligned and customization imparts a sense of uniqueness and ownership.
• By enabling a 'mix and match' approach to details like material choice, product configurators create a large number of possible configurations—without the need to produce and photograph each one.

Online product configurators give buyers the opportunity to make real-time customizations and see the results of their selections in real-time, with photorealistic 3D renderings. Whether you’re in the market for a new pair of sneakers or a self-driving car, configurators give you the ability to adjust color, materials, finish, size, and more. 

Product customization is a game-changer both for the consumer and businesses. According to Epsilon, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.

Add to that the reduced overheads of ecommerce, the reduction of product returns that customization provides, and the savings on product photoshoots, and the business case for online product configurators is hard to ignore.  

Let’s take a look at 10 brands that are successfully using online product configurators to meet the ever-changing nature of retail. 

1. Bespoke Cycling

The company’s name says it all: the emphasis here is on giving serious bike enthusiasts the ability to build their next bespoke bike in real-time.

The process is split over seven steps—just choose a component and click the arrow to move on to the next. Once you’ve built your ideal bike, there’s the option to see an overview of individual components in detail. A running total of the purchase price helps you keep an eye on what you’re spending. 

During the build process there are two ways to get in touch with Bespoke, although you’ll need to fill out a form rather than using live chat.

Once you’ve finished the build, you’re given a free one-hour consultation in store to check that everything’s in order before finalizing the purchase. The consultation gives the best of both worlds: you’re in control of the online build but you also benefit from face-to-face advice and fitting.

Something that would have made Bespoke’s use of online configurator software even better would be the option to rotate and zoom in on the image. 

2. Könitz

Honestly, we were quite excited to try out German mug manufacturer Könitz’s configurator. The brand has a nice, artsy feel and using the software was fun. There’s a ton of customizations available, including heat-activated prints and metallic finishes. 

The configurator experience wasn’t the most intuitive; it was hard to actually find the configurator option on the site and the language is sometimes in English, sometimes German.

Once you’ve gone through all the options you get to check out your creation, but it’s just a static image and there’s no zoom or 360° rotation features. The next stage in the purchase process is to send an inquiry and/or to download a PDF of your masterpiece.

The configuration option only deals in large volume fulfillment, with a minimum order of 98. This makes sense: if you’re a retailer, you want the option to add exact brand customizations, especially when you’re investing in large orders. 

3. Steelcase

Steelcase offers a range of architecture, furniture, and technology products and services. Working from home and need a chair designed exactly to your needs and design preferences? The Steelcase product visualizer, developed by Threekit, allows you to customize everything: the lumbar support, the upholstery, arm length, and more.

The online 3D configurator zooms in close, without image distortion, and all the way out so you can see the chair in all its glory. Select your model, add your customizations, then download your build.

4. Tesla

Tesla’s whole philosophy is disrupting industries and traditional ways of designing products. Tesla owners, like Apple aficionados before them, take pride in being part of cutting-edge innovation. Combined with this level of brand loyalty, the ability to customize a Tesla really reduces the gap between producer and customer.  Emotional, hands-on purchasing benefits Tesla and its bottom line.

You jump into Tesla’s visual configurator straight from the homepage. The 5-step customization process is very simple: choose your model, the color, the interior, whether you want to take the full self-driving option, and then payment. 

The last screen presents an image of your customized car and the price. It’s a shame there’s there’s no way to zoom in or rotate the image, which would add to the futuristic feel of the process. 

5. Nike

Lifestyle brands like Nike really understand how consumers have moved away from mass-produced uniformity to highly personalized buying behaviors. Nike By You allows you to select one of its iconic sneaker designs and customize every area of the shoe from the base to the eyelets using its interactive product configurator. 

There’s a good range of color options and you can view the sneaker side-on and from above. There’s no zoom or rotate function during the design process, but once you’ve made changes the sneakers are presented in a series of six close-up photos from all angles, including the soles.

6. BOSTONtec

Ergonomically designed office desks might not be as exciting as a new pair of Nikes, but an online furniture configurator is the perfect way to showcase and customize products with moving parts. BOSTONtec has really mastered product configuration. There’s a quick video explaining how to use their configurator, and the build and customization process is smooth, responsive, and intuitive. 

There are a range of elements to choose from such as work surface finish, manual or electronic adjustment, shelving, electric lights, and drawers. 

The online product configurator, developed by Threekit, allows you to zoom in and out, for a fully detailed view of each aspect of the item, as well as the ability to adjust the viewing angle. There’s 360° rotation to get a good look from all angles and the photorealistic 3D image ensures solid understanding of colors and textures. Changes to the configuration reload the image quickly and it remembers your previous configuration. 

7. Lilitab

Lilitab produces the kind of kiosks with tablets that you see in stores and at conferences. They’ve really taken advantage of their Threekit-powered configurator software: the quality of the 3D product image is so sharp that the apps on an iPad are visible when using the zoom feature!

You can also drag and drop the product to change the viewing angle, rotate it, and expand to full screen. What’s even better is that they’ve added text pop-outs to explain important elements of the kiosk, giving you additional information such as set up instructions and the sizes of tablets it can accommodate. 

If you want to add a branded board or “floor front,” you just upload an image right there in the configurator. And a running total keeps pricing transparent.

8. Bamford Watch Department

This luxury watchmaker uses the most modern product visualization software to recreate the lost art of bespoke watch-making by boutique craftsmen. The intricacy of their manual timepieces is reflected in the sheer number of customizable elements in their configurator. The watch strap, dial, hands, logo, personalized initials, and date wheel can be adjusted to your specific taste.

Powered by Threekit, Bamford’s product configurator is a simple and intuitive point-and-click system, which instantly displays changes to the large product visual. There's no zoom feature, but the image is large and crisp enough so you can clearly see how your customizations will look on the finished product.

9. Choiss

How many times have you found a jacket that’s cut well and fits perfectly, but you wish it came in a different color or with a different collar? Well, Choiss gives you the freedom to make exactly those changes. 

Choose your preferred style of jacket and then customize the body, sleeves, sides, ribbing, collar, zipper, and lining.

Its interface, developed by Threekit, is clean, crisp, and easy to use. The price even updates after each customization, for full cost transparency. Gone are the days of rifling through rack after rack to find just the right color or design in your size.

10. Oakmasters Frames Direct

Oakmasters Frames Direct is a leading manufacturer and supplier of oak frames to both consumers and businesses. Their state-of-the-art product configurator, fueled by Threekit, allows you to design your own oak-framed garage kit or oak truss. 

You can customize the garage’s length and width, cladding material, roof style, number of vehicle bays, door materials, and the placement of the log store. The configurator is highly intuitive, supporting zoom and 360° rotation capabilities, and the product auto-updates as you make adjustments. There’s even the option to view your garage from the inside, giving you a real sense of the interior’s spatial dimensions.

The images are hyper-realistic, down to the wood grain and the shadows cast by the garage. A car is positioned in a bay so you get a good sense of how the end product will look. 

Benefits of an Online Product Configurator

From our selection, it’s clear how powerful product configurators can be in offering customers, both B2C and B2B, the opportunity to engage with and customize their purchases. 

For sellers it’s a simple equation: those who create seamless, personalized, and customizable shopping experiences will earn a larger share of their given retail market. You’ll also notch up other business benefits, like reduced product returns, increased margins, shortened sales cycles, and scaled-back inventory.

Reduced Product Returns

Buyers who are more deeply involved in the customization of their goods are less likely to request a return. According to Forbes, brands using online product configurators reduced their online return rates by 80%.

When a customer is involved in the build process, whether jackets or garages, the gap between expectation and disappointment is drastically reduced. What’s more, personalizing a product increases positive emotional connection to that product and the wider brand.

Increased Margins

Using 3D product configurators increases your margins. Simply put, you can charge more. The emotional investment of designing a product uniquely for yourself means customers are more inclined to pay premium prices. Surveys show that consumers are willing to spend an average of 20% more for items they can customize.

Shortened Sales Cycles

B2B companies especially benefit from a reduced sales cycle: cut out the back-and-forth communication between customers and sales teams, and between Sales, Engineering, and Fulfillment, and you cut costs. Customers aren’t left waiting for call backs, stock checks, or quotations. Everything is presented to them in real-time, shorting the purchase journey and reducing the risk of them looking elsewhere for a faster service. A shorter sales cycle means lower customer acquisition costs. 

Scaled-Back Inventory

Employing configurator software helps companies reduce their stock burden. Creating products on demand lessens the need for large quantities of stock, with the associated logistical, storage, photography, and processing costs. 

Using a 3D configurator gives a business the flexibility to respond directly to product requests as specified by their customers, reducing the production and storage of unsold stock. Using a configurator helps you see the patterns in the customization process, and the relationship between individual elements. In other words, you don’t need to try and second guess consumer demand and preferences by buying bulk in advance.

Conclusion

These are just some of the benefits, to both businesses and their customers, of using 3D product configurators. 

If you’d like to add custom products to your store, let us know. We love building online 3D product configurators that engage customers and increase sales.

And check our latest offering: AI Visual Discovery, which leverages the power of AI to provide guided selling, bringing consumers what they want without making them use clunky search terms. With this new technology, buyers can even upload an image of what they're looking for, or follow conversational prompts, and be shown the products they need, quickly and conveniently.