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Find the right 3D configurator for your marketing campaigns

Updated: Feb 8

In a world where visual innovation is essential to stand out, choosing the right 3D configurator is essential to successfully promote your products. With more than a decade of expertise in the creation of images and photorealism contents, we’ve decided to write an article which aims to guide marketing and innovation managers in the choice of a configurator adapted to their needs.

The challenges facing marketing professionals in the ultra-digitization era

Professionals in the luxury industry, transport and furniture sectors face significant challenges in showcasing their products.

  • Market saturation is tangible with intense competition, with around 30% of consumers claiming to be overwhelmed by the choice of products on the market. Its now difficult to distinguish between similar offers. 

  • Fast evolution of purchasing behaviour underline the need for rapid adaptation to e-commerce, with an increase of 14%  in online purchases over the past year. 

  • Customer experience management is important: 86% of French consumers say they are willing to pay more for a better customer experience. Customer expectations are high, and a single point of friction can negatively influence their perception of a brand. 

  • The adoption of new technologies is decisive, but only 17% of retailers have implemented augmented reality tools. 

In the context of 3D configurators, the integration of these technologies is key to overcoming some of these challenges, offering immersive product visualization, enhancing personalization, and creating more engaging online shopping experiences.


What are the types of configurators?

There are different types of configurators, each adapted to specific needs in different sectors.

They are frequently used in the automotive, furniture, retail, electronics and other sectors where personalization plays an important role in the purchasing decision.


Choosing a 3D configurator: find the right solution for your needs

There are various technologies for creating a configurator. We'll look at the most used: pre-calculated, real-time, WebGL, on-demand and streaming

1. Precalculated: for photo-realistic image quality

The term "precalculated" refers to fixed or set renderings or animations on which the user cannot interact. This content is prepared and calculated ahead of a product presentation. A pre-calculated configurator offers the same customization options as the others.

Its added value is to offer maximum photorealistic visual quality, ideal for enhancing your brand image.

If your company is looking for a high-end solution for product presentation, pre-calculated is the ideal choice. 


2. Real-time: combining visual quality and interaction

The term "real time" refers to a technology with which the rendering of your product is instantaneously calculated.  

It means that your customers can explore your product, turn around it and instantly configure the product of their choice. 

This type of configurator offers a dynamic and immersive user experience. It has the advantage of offering both visual quality and the possibility of deploying it on multi-media: tablet/mobile, PC, VR headset.  

3. WebGL: for interactivity and accessibility

WebGL, abbreviation of "Web Graphics Library", is a 3D graphics rendering technology that allows to display a 3D viewer directly in your website, without the need for additional plug-ins. For interactive, accessible web experiences, a WebGL configurator is unavoidable.

Transform your web page into a space where customers interact directly with 3D products. If accessibility across all media is essential for your target audience, integrating WebGL into your strategy becomes a priority. We can develop a configurator for you that enhances your customers' online shopping experience.  

4. Streaming: for high-quality visual rendering  

A streaming-based configurator is used to stream real-time 3D rendering calculated on servers and sent to your device, allowing you to configure your product with complete freedom.  


Streaming technology guarantees high-quality visual rendering, regardless of the used device. If your goal is an interactive, immersive web experience with realistic rendering, streaming is the way to go. Image computations on remote servers ensure consistent visual quality, delivering an optimal user experience on tablet, smartphone, or PC.


5. On demand: for low-cost hybrid interactivity  

An "on demand" configurator is a hybrid approach that combines real-time interactive elements with pre-calculated renderings. This technology aims to optimize resources, offering high interactivity during active use of the configurator, while maintaining visual quality when the user stops interacting.  


This solution offers a unique experience combining interactivity and visual quality. Opt for this technology if you want to optimize resources, using a simplified 3D model during interaction (Web GL) and remotely calculated photorealistic renderings when interaction stops (Streaming). A perfect option for balancing quality and cost. 

LS GROUP: your trusted partner  

With over a decade of experience in the new technologies industry, our dedicated team has mastered the intricacies of every type of configurator. 


When it comes to developing 3D configurators, LS GROUP distinguishes itself by :  

  • In-depth knowledge of your configuration and 3D data management rules  

  • Maximum quality, whatever the technology chosen  

  • The creation of automatic and semi-automatic production processes to reduce your integration costs. 

Making the right choice when it comes to 3D configurators may seem complex, but with the support of our experts, you can turn this decision into a strategic opportunity.   

Make an appointment with an expert!  




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