A 3D content management system (CMS) has recently partnered with a wholesale management platform. By the nature of these services, you may not have heard of either of these companies though you may well have interacted with both of them. Let’s meet them both and talk about what their partnership means for AR and e-commerce.
VNTANA is a 3D CMS and AR platform with big-name clients including Cotton, Hugo Boss, and adidas. The Khronos Group member company offers interior solutions like asset centralization for remote collaboration on models, but they also offer models that can be used on a company’s website front-end for e-commerce.
The company has an in-house 3D web viewer but also offers APIs and complete integrations with services like Shopify as well as Unreal and Unity.
JOOR is “the world’s premier wholesale management platform” and works with companies like Harrods and Neiman Marcus. The company calls itself “a complete digital ecosystem for brands and retailers.”
In addition to more “flat” services, the company supports a “virtual showroom” with 360 images and video. The virtual showroom technology has been showcased in localized cultural events around the world – most recently in the Eastern Mediterranean and Japan.
Their Partnership and Our Benefit
JOOR and VNTANA have partnered to enable “the first 3D/AR (business-to-business) sales platform,” according to a release shared with ARPost. As a business-to-business platform, most ARPost readers will never directly interact with this partnership. The products of that partnership are another story.
According to shared materials, this platform is intended to become something like YouTube or Vimeo in terms of the ease with which brands and retailers will be able to incorporate 3D and AR content into their e-commerce offerings. That naturally promises to increase the number of brands and retailers that incorporate these technologies.
In turn, that increases the number of online shoppers that will encounter these experiences. That is exciting for the shoppers because it makes for a better online shopping experience. It’s also good for the entire 3D/AR ecosystem.
Studies typically show that interest in XR-enabled e-commerce is closely related to exposure to XR-enabled retail. In other words, most people who aren’t interested in this kind of experience probably aren’t aware of this kind of experience at all. The more people that experience it, the more interest there will be.
More Immersive E-Commerce Is Coming
3D and AR content is becoming easier to produce and easier to find while e-commerce features like virtual showrooms put this content in a context that is more inherently social and shoppable. As companies continue to invest and explore this kind of technology, consumers are increasingly being drawn in. VNTANA and JOOR are examples and drivers of this trend.