Taking my Orbital hat off just for a moment, I would like to tell you the story of a consumer (spoiler: it’s me). It is easy to forget our own consumer story when we are emerged in our own company strategy, but isn’t that who all manufacturers and retailers are targeting? So, let’s take a look at why CGI on an e-commerce website is so important in my consumer driven situation in 2019. I have just bought my first property (somehow, I managed to get on that ladder). And while it took me eight long months to finally get the keys, and a month’s worth of living in said property, it is still standing empty of furniture. As you can probably tell by these stats, I am a very fussy (indecisive) buyer when it comes to commitment heavy purchases. However, I finally have a bed frame and two gorgeous dark green velvet sofas arriving in a week’s time, and I want to take you through my buying process and why, unknowingly, CGI is so incredibly important for taking out hesitation time and allowing me, like many others, to commit to a big purchase. As a 2019 shopper the first place I went, along with the majority, is online. I was convinced that I would not be buying a large piece of furniture without seeing it in a showroom, sitting on it, feeling the fabric, seeing the true colour, all these things that play on a seller’s mind when targeting their consumers. But that all changed quite quickly when I saw a small number of well-made websites with great 3D renders. You see, it’s not all about replacing photoshoots, but making a consumer’s online experience bespoke. Alas, I ended up buying two large sofas online without seeing them in person, and 4 weeks on, I have no regrets. I found myself clicking away from any website that either didn’t allow me to wrap my chosen product in the fabric I wanted, or if it did, and the render wasn’t convincing, I left said sites immediately, not being able to visualise true colour or texture that I may be blindly ordering. I would find a sofa online, travel to a showroom, and either find that the sofa wasn’t available to view in the fabric I wanted, or wasn’t available to view at all. Getting exhausted with this process that always ended up in failure, I solely used websites that let me see a virtual but realistic render of the product that would end up on my doorstep, and crucially, allowing me to wrap my chosen product in a realistic render of my fabric, which is difficult to find, when you’re looking at velvet! What really amazed and surprised me is how quickly I exited the sites of, even well-trusted retailers and manufacturers, those which didn’t have this service. Even if it looked like my sofa of dreams, there was no way I could commit. It made me realise the importance of what we do at Orbital. I am usually amazed by the magic of the graphics team, how they can create something digital which is indistinguishable from photoshoots, but as a consumer was where I truly realised the change in sales that we are creating for companies who work with us. It is revolutionising, and a much-needed solution to a great risk-immersed industry in a world of online sales. If you want to the difference Orbital’s Swatch Selector can make to your online sales, get in touch with us today for a chat.