TSUM, a well-known fashion department store chain across Eastern Europe, wanted to modernize its online browsing experience, as well as drive sales, loyalty and product awareness. To do this, TSUM turned to Cappasity, a SaaS platform that creates 3D content and immersive experiences for online retailers.
Together, TSUM and Cappasity came up with a clear list of objectives before beginning the experimental trial: engage, stand out, measure, validate, and educate. For several months, TSUM used Cappasity’s 3D product imaging solution to update various women’s shoes, men’s shoes, handbags and backpacks on its website.
TSUM then moved into A/B testing, which compared the popularity of each product page with a 3D product image and without one. TSUM saw greater ROIs for the products that had been 3D digitalized, including a 40 per cent lift in online conversation, and 2-5x more engagement and product page dwell time. After seeing such impactful results, TSUM continued to digitalize their inventory, which now includes over 58,000 SKU’s.
“We managed to increase our conversion rate by almost 40 per cent for products in categories which have been 3D digitalized by Cappasity and have been clicked and viewed by visitors. 3D is the technology that allows us to be innovative and differentiate from our competitors, we are seeing stronger customer engagement,” said Andreas Schmeidler, chairman, TSUM.