Since e-commerce began approximately 25 years ago, online shopping has not changed in a meaningful way.
While there may be some exceptions, it has largely been pictures or videos of a product and a shopping cart.
However, after several decades, 3D virtual shopping has finally emerged and is destined to be the future of online retail because it amplifies the shopping experience in an entirely new way. Furthermore, the adoption of this technology is sure to be accelerated because coronavirus has radically impacted the retail industry and the manner in which people are purchasing products.
Businesses in other industries have already started to embrace 3D virtual shopping. Italian denim brand Diesel recently launched Hyperoom, which provides buyers with a 360-degree look at a virtual showroom and allows up-close inspection of each garment. Earlier this year, Maison Christian Dior created a 360-degree shopping experience at its gorgeous boutique on the Champs-Elysées in Paris.
A few months ago, co-founders Sonia Khemiri and Sylvie Giret were all set to open Beautyque NYC, a Soho-based store offering a wide array of non-toxic personal care products, but coronavirus forced them to reassess their plans. What emerged was an interactive, virtual shopping, education and beauty brand experience for customers – all from the comfort of their home.
“We wanted to translate and copy what we initially intended to have at our store in Soho. Incorporating 3D technology into our website allowed us to create the closest possible thing to an in-person shopping experience,” said Sylvie Giret.
This experiential model also showcases Beautyque’s brands and gives them a place where they can be displayed as if they were in a real store and tests a consumer’s response to various products and messages.
“With the COVID situation and the ‘new normal’ that is going to emerge from it, we believed this was a natural evolution in retail,” added Sonia Khemiri.
For brands that are being sold in Beautyque and showcased in its 360-degree virtual store, this new shopping experience holds tremendous appeal.
“This 3D concept is phenomenal, and it feels like you are going into a store, providing a sensory experience rather than just buying something online,” said Aileen Dow, founder of si SKIN Organics. “It was important to me to have a different platform where I could get information about my brand out to the public.”
For organic businesses that utilize this technology on their own websites, 3D virtual shopping can create an experience where a visitor will be browsing products while seamlessly learning about the company’s new biodegradable packaging or its regenerative farming projects. This immersive experience is an effective vehicle to communicate a brand’s story, which may result in more time spent on a site, improved conversion rates and greater loyalty.
By no means is the current version of 3D virtual shopping perfect, but its functionality will only get better over time.
Nevertheless, with consumers utilizing online shopping more than ever before, this technology could be of tremendous benefit to organic brands that use it in a compelling way.
Max Goldberg, Founder
AquaBounty, the genetically-engineered salmon producer, has begun the commercial-scale harvest of conventional Atlantic salmon raised at its first U.S. farm in Indiana.
The producer of organic and pasture-raised eggs posted sales of $140.7 million in 2019, with net income of $3.3 million.
According to a new study, conventional U.S. milk contains growth hormones, antibiotics and low to elevated levels of pesticides not found in organic milk.
The USDA has missed its federally-mandated date to finalize the Origin of Livestock rule, whose absence is devastating many organic dairy farmers.
The pesticide treadmill is getting more dangerous.
According to a report from Brick Meets Click, contact-less shopping method is becoming more integral for a broader consumer base.
Independent laboratory tests commissioned by the Environmental Working Group found glyphosate in more than 80% of non-organic hummus and chickpea samples.
In Truckee, California, Raley’s has opened its first Raley’s O-N-E (organics, nutrition and education) location.
Animal proteins will become less of a center-of-the-plate staple for many consumers, according to Mintel, which attributes the shift to the ability to meet protein needs from a wider variety of sources.
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* I recently joined my friends Whitney Lauritsen and Jason Wrobel on their podcast This Might Get Uncomfortable, where we talked about all things organic and had a great conversation.
* J.E.D.I Collaborative just announced that it has reached majority funding. Excellent news!
* In New York City, Hu Kitchen has decided to close its doors after 8 years in business, and the company’s attention will now be focused on its chocolate and snacking business. Many thanks to Jason, Jordan and Jessica for the fantastic food and amazing memories.
* Toronto’s Live Organic Food Bar, the city’s original raw vegan restaurant, has also decided to close its doors, after operating for the last 19 years.
* Congrats to Carla Vernón, former President of the Organic & Natural Operating Unit at General Mills, for being elected to the Board of Trustees at Princeton University, her alma mater.
* 7-11 is donating nearly 1 million bottles of its 7-Select Go!Smart™ pressed organic juice to Feeding America.
* Actress Cameron Diaz has launched Avaline, a new brand of wine made with organic grapes.
* As part of the Forever Farms program, $780,000 was raised to protect critical organic farmland in Nevada County, California.
* In Washington, a former art gallery is now the Seattle BIPOC Organic Food Bank.
* Ghost kitchens are estimated to become a $1 trillion global business.
* Pakistan is making a real push to become a hub for organic agriculture.