With the rapid growth of e-commerce, printed catalogs still run the world of the furniture industry. Annually, Ikea prints about 203 million of copies worldwide. Herewith, 75% of images in them are not real but 3D ones. These are single objects against a white background or lifestyle shots featuring rooms filled with furniture and people.
The latter is particularly valuable to buyers since they represent the products in many design concepts. This gives people as much information as possible about the product and accelerates the purchase. In general, a lifestyle picture for furniture hides many advantages for catalogs, but here are seven the most crucial ones.
#1. Amazing Targeting Opportunities
Here’s an interesting fact about ‘digital’ retail – it has become more “crowded” and “noisy”. But catalogs tailored to customer preferences represent a more intimate and less crowded way of advertising than emails, social media, or online stores. In many ways, this ‘customer preference tailoring’ is achieved thanks to lifestyle pictures for furniture. They help eliminate this ‘crowd’ factor and add to delivering a rich, tactile shopping experience to prospects. Here’s how it works.
Furniture retailers collect data about shoppers and build their marketing collateral strategy respectively. Armed with an ample roster of data on customer transactions and wants, they work out the visual content and focus on reaching those who will be more responsive to it. Thus, that’s what a huge furniture retailer Wayfair does. They send out catalogs to the high-value target audience or people who have moved into particular neighborhoods.
#2. Bringing Value To Viewers
Once prospects hit a page, they are bombarded only with relevant, valuable content. It’s exactly what lifestyle pictures for furniture are about nowadays. There are a few types of them. For example, colorways lifestyle shots are designed to present an item in different color variations in different design scenes. This way, people should realize which color is the best one for their living space and where to place an item to complete the whole interior concept.
Or, this could be hero lifestyle shots to highlight an object by placing others around. It might be helpful for those looking separate pieces for certain rooms. Finally, lifestyle images essentially make sense during the holiday seasons. They become super relevant and insightful at a time since catalogs provide a huge variety of product and design concepts for any taste and price scale.
#3. Physical Touchpoint To Build The Brand’s Identity
Customers can tell acutely any unauthentic content. In due time, they were impressed with photoshopped pictures but today it is unacceptable. Prospects appreciate realistic images of models and are impressed with the content which is rather authentic than perfect. Besides, they want to relate to it as well. 3D lifestyle pictures for furniture address this inner query as well. Furthermore, people associate such valuable content with the brand, which solidifies its positioning.
Based on that, retailers roll out other offline activities to instill the brand’s message in people’s minds. For example, Wayfair is used to organizing physical pop-ups. Prospects select catalog merchandise and then are allowed to touch and feel it.
#4. “It’s About The Story Of A Product”
There’s nothing more effective in terms of telling a story than lifestyle pictures for furniture. When used for catalogs, they allow a retailer to tell a story and put those products in context. By the way, visual storytelling is one of the catalog printing trends at present.
Storytelling engages people emotionally and helps brands connect with the audience. For example, 3D specialists can create a nice scene with a fireplace in the living room where the elderly gather with the whole family. Or, the same fireplace can be put in the context of high-tech design with the party on fire. To sum up, there’s so much room for different lifestyle conceptual images that people will resonate with.
#5. Great Personalization Opportunities
Lifestyle pictures for furniture provide retailers with the opportunity to meet the customers’ personal needs. Let’s suggest that a customer needs to know the item’s dimensions and its iteration against others. Scale lifestyle shots can help out significantly here. This type of CG imagery places the objects in relation to other furnishings. This way, it is clearer and easier to figure out their proportions.
For example, the proportions of the ottoman will be more perceptible when placed near a sofa and an armchair in the living room. Luckily, unlike traditional photography, furniture 3D rendering services suggest offering many background solutions for the most optimal product presentation. Customers have all the chances to make a more informed purchase.
#6. Unbeatable Cost-Efficiency
Ten years ago, Ikea abandoned an idea of traditional photos and moved to computer graphics. The idea was not to better the quality of the imagery. They wanted to streamline the supply of producing images and save on creating and shipping furniture prototypes around the world to have them photographed.
Lifestyle pictures for furniture, by nature, are implementable to any online and offline selling platform. It allows retailers to economize drastically on advertising material throughout the whole brand’s network. In simple words, once 3D images are created, they can be used in many marketing channels.
#7. Enhancement Of Online Purchases
31% of customers examine a catalog even if they make a purchase online, according to Consumerist Archives. The bright, relevant and insightful lifestyle pictures for furniture reinforce brand recognition and increase product awareness. They make the brand stand out in the crowd and maintain existing customer relationships. Thus, wherever shoppers go – be it an online store or brick-and-mortar one – they will lean on the previous experience with the catalog and its content.
Lifestyle pictures for furniture allow furniture retailers to stack up boldly against competitors. It represents a high-end visual content that works with any audience type and serves the needs of any marketing channel. In an offline world, they build the bridge between a brand and a customer and make them loyal and committed. Despite the fact that furniture e-commerce is prospering, things are far from writing off printed catalogs from the entire sales picture.
Get interested in putting lifestyle pictures into your furniture catalogs? Find out how our rendering services can help you enhance your offline and online selling platforms with effective visuals.