360 spin product photography is the closest we can get to “try before you buy” without—well, trying before you buy. Now, more than ever, potential customers are reluctant to leave their homes to inspect products before making an actual purchase. That means they’re looking to eCommerce to give them an up-close look.
360-degree product viewers can exist in many forms. Sometimes they’re GIFs, other times they’re videos and other times — for brands that are truly ahead of the curve — they’re fully immersive interactive experiences that often use 360 spin images for eCommerce.
Of course, not all brands have given their shoppers a full 360-degree view of their products, but those that have are seeing they’re conversion rates soar. As you can imagine, people are shopping from home for as much as possible and having an opportunity to get the full picture leaves little to the imagination and creates more reasons to click “buy now”.
Here are five examples of brands currently using 360 spin product photography, videos and other media to give online and eCommerce shoppers a close look at what they have to offer.
A car is a significant purchase for anyone. For those willing to put down the amount of cash needed to buy a brand-new luxury vehicle like a BMW, it’s huge. They’re not just looking for something to get them from A to B — they’re looking to turn heads. It’s important that they get a detailed view of how they’ll appear on the road, or pulling up to that 5-star restaurant.
The BMW Build Your Own site allows luxury vehicle browsers a chance to get a look at their well-designed vehicles from virtually every angle. This helps the user see how the side molding, sculpted edges and overall feature of the vehicles from virtually every angle. There is a flaw in this 360-degree product viewing experience, however. Users can only spin horizontally, meaning they can’t investigate how the vehicle might look from a standing height. Nevertheless, this interactive experience gives customers a reason to set an appointment at their dealership so they can get a feel for how it drives in addition to how it looks.
Sawyer Insect Repellent
It’s not just big-ticket purchases that can benefit from a 360-degree product viewer. Sawyer Insect Repellent gives online shoppers a full look at their spray bottles using an interactive 360 spin image. The drawback is that users aren’t afforded the luxury of clicking zoom. Why is that important? Most likely, families are in the market for insect repellent as they’re often planning outdoor adventures or camping trips. And as every parent knows, it’s important to know what types of chemicals their children may be exposed to and insect repellent is by nature packed with unfamiliar ingredients. Having an opportunity to zoom would enable parents, or any health-conscious lover of the great outdoors, to learn what they’re agreeing to spray on their skin before making the purchase.
However, this is still a smart use of the 360-degree product viewer. Even what may seem like small purchases are more satisfying for a buyer when they feel empowered by having that detailed view.
You don’t have to be an interior designer to want to find the perfect couch, armchair or bedframe. While furniture isn’t as intimidating as a brand-new vehicle, it requires a big commitment and will likely adorn your home for at least a decade. That’s why Heals made a smart move when they developed 360 spinner product views of their furniture. Any furniture retailer can provide zoom features or color palettes to provide shoppers with a few extra details but Heals helps their shoppers envision how their products will appear in their living rooms, bedrooms or dens. When shoppers can use their imagination, browsing can easily turn into buying.
The furniture category is also a prime candidate for 360-degree product viewers because customers usually have furniture shipped to their homes. This means that they’re comfortable making the purchase without being able to touch the product or test it out. That extra experience could be the nudge that convinces them to click "buy now."
Technology brands take as much pride in how their hardware operates as they do in how it looks. Apple is no exception. As the global leader in consumer technology, they spare no expense in their marketing endeavors so it should come as no surprise that they have one of the most appealing 360-degree product viewer uses out there.
For example, their iPhone SE page uses a 360-degree product viewer that’s baked into the user experience. When the user lands on the page, they’re greeted with a sleek, dramatic photo of the beautifully designed smartphone. As they scroll, the image rotates at a pace of their choice showing the carefully sculpted edges and industrial-grade materials from every conceivable angle. It not only shows them what the iPhone SE looks like, but it also empowers them with choice from the very start. They’re in control of the 360-degree product viewer, which is always a significant benefit for a brand.
A new watch isn’t always a big deal. But for most, a Rolex is a once-in-a-lifetime purchase. Obviously, you’re going to want to see it before you buy it. Rolex doesn’t just give users a nice view of their luxury watches. They provide a beautiful viewing experience that’s as much a work of art as the jewelry it depicts. The dramatic lighting provides glistening reflections. The turning 360 spin video moves at an ideal pace that’s slow enough to take in all the details but fast enough that the viewer doesn’t lose interest.
Much like furniture, luxury watches are often purchased online and shipped to the customer’s home. That, along with the product’s inherent beauty, makes a 360-degree product viewer a critical tool for luxury watch brands like Rolex.
Clearly the future of commerce is eCommerce and as the above examples prove, brands that own their 360-degree product viewer experiences will take the lead. At Threekit, we’re helping brands take advantage of 360-degree product viewers with thought leadership like these posts. But we also practice what we preach. If you’re ready to create your own 360-degree product viewer, schedule a demo with us today and our product visualization experts will walk you through the next steps.