How 3D imagery reduces the carbon footprint compared to photography
Recently, there has been a move in commerce toward going green, which has become a popular trend. There is no doubt that environmentally friendly initiatives are on the rise for retailers. This is because they take on physical factors such as packaging, production processes, and the use of renewable energy.
Smart Energy reports that 81% of people prefer to buy from sustainable sellers as reported by the study. In addition to building a positive reputation for the organization, an eco-friendly strategy can also result in positive business results. NYU Stern’s Center for Sustainable Business has found that companies that promote sustainability in their products see growth and adoption rates two to four times higher than those that do not, based on their own data.
Reduce the amount of carbon dioxide (CO2) that is released during the image production and logistics processes
Promoting products and services reduces the carbon footprint generated by marketing, and more specifically the promotional aspect of marketing. Promoting products and services reduces the carbon footprint generated by the marketing process. There is no doubt that retailers face a difficult challenge in trying to differentiate themselves from their competitors in a cluttered digital space. This is because they have to grab users’ attention from a variety of digital and social channels. Additionally, retailers face a more pressing need for personalization as consumers become increasingly aware of a growing number of online and social channels. As a result, product visuals are becoming ever more critical as a means of promoting products.
This type of product image was previously created by using traditional photography of physical products, which was an energy-intensive process starting from the point of view of carbon footprint, even before considering the size of it:
- Taking care of the transportation of goods and decorations
- Personnel related to the project will be provided with transportation, room, and board
- The creation of the physical setting and décor of the environment
- Various backgrounds and variations of the product may require reshoots
As retailers move into a digital age, it is time to say goodbye to traditional photoshoots and enter a whole new world of e-commerce. As a result of using next-generation technologies like computer-generated imagery (CGI) rendering and 3D visualization, companies are able to provide photorealistic product images that are highly immersive and allow shoppers to see these products from various angles, as well as in a real-life scenario. There are a variety of living options for the products you’re looking at, and you can see how these products will fit into your lifestyle.
It is possible to customize product images through CGI and 3D visualization without having to conduct additional photo shoots and without having to resort to additional photography. If, for instance, a furniture company decides to make a 3D model of its couch, once it is rendered as a 3D asset, that product visual can be used in any number of ways. For example, from a product close-up to demonstrate the fabric details, to creating a 360° video to show shoppers the couch from all sides, it is possible to use that product visually in a variety of ways. There are endless possibilities when it comes to visuals. This allows retailers to A/B test which visuals engage customers the highest and to adjust color, style, content, and layout in order to trigger more sales in their stores.
This innovative approach not only allows the production team to reduce the carbon footprint in the production process. However, it also allows the production team to save time and money while reducing unforeseen logistical risks related to the process. As a result of this new solution, retailers are now able to support their environmentally friendly products and do so confidently. They know that their promotional processes also take environmental concerns into account, providing them with a much more satisfied customer base.
Reduce carbon emissions generated by the return of products
As a general rule of thumb, the average rate of returns for e-commerce products ranges from 20% to 30%. Consider just how much transportation it will take in order for the products to be delivered to customers and then returned to them again. Reducing the number of product returns may reduce transportation, warehousing, discarded products, etc., which contribute to an increase in carbon emissions from transport and other steps (repackaging, warehousing, etc.). In the United States, the return of items produces 27 million tons of carbon dioxide every year, which contributes to massive landfill waste.
As a result of the Incisive State of the Industry Report for 2021: Retail Returns, which surveyed over 6,000 consumer transactions, it was found that 73% of returns occurred as a result of retailer-controlled actions or inactions to return goods. In most cases, the reason why a product is returned is that it did not meet the expectations of the shopper. This is due to its usage, color, size, or another reason.
In order to achieve the most effective results from using 3D/CGI technologies, there are several tips for providing the most relevant information to shoppers, so they can make the right choice and not return their purchases:
In order to make a product more compelling, contextual or lifestyle settings can be added to it. In this way, the user can visualize how the product will be utilized in the real world. Visual content producers who are savvy will understand that shoppers will be able to tell that this product is not a one-time use item, but instead will help them to visualize how it might be used in different settings, which will reduce the chances of the product being returned.
It is very helpful to have close-up photos of items that have been purchased to give consumers a better idea of the quality of the material, the craftsmanship applied to the furnishings, and even the pattern of the fabric itself to allow them to mix and match the cushions with the furniture. Getting a clear understanding of what your customer is looking for before they purchase will reduce returns in e-commerce if they can get the right expectations.
By providing 360-degree images, videos, GIFs, or even 360-degree videos of the product, visual content producers can enhance the customer experience by enhancing the customer experience. A better understanding of a product from every angle can help shoppers know what to expect from it. In addition, they will be armed with all the information they need to decide whether or not to purchase it. If the consumer decides not to make a purchase, it eliminates the possibility of later returning the item if they have changed their minds.
Retailers need to look at the entire marketing cycle, from design to logistics to the end product, and ensure they are being sustainable every step of the way.
Image credit- retailtouchpoints
Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.
