25 minute read
CGI marketing / 74 Trade services
SHOOT OUT
From time and money savings to unparalleled flexibility, there are many reasons to embrace CGI marketing – yet some still cannot appreciate how doing so could benefit their business, says Chilli Pepper Designs’ Neil BuckleyJensen, offering his candid take on what the new approach means to him as a furniture manufacturer …
www.chillipepperdesigns.co.uk
I KNEW WHAT I WANTED FROM CGI, AND IT SEEMED NO
OTHER COMPANY COULD DELIVER IT
When did you first encounter CGI in the furniture industry, and how did you go on to use it in your own business? When we started out in the furniture world around 10 years ago with Little Tree Furniture, we used a PR company to help build our brand. Our problem was that we had no real imagery for our products for marketing purposes. Our PR company suggested we look into CGI, and that’s what we did.
It was actually quite poor quality back then, and unbelievably expensive, so we abandoned that idea and started to do the traditional photoshoot, which was incredibly time-consuming and quite an expense. I personally never looked forward to the hassle of setting the shoots up and the time they took to co-ordinate – all that lifting and shifting furniture is hard work, and I’ve always had better things to be doing with my time (which could be far more productive for our business).
Ten years on, Indesign Furniture (our parent company) had no chance of getting any photography done at all during the first lockdown because of social distancing, etc, and I recalled the CGI conversation with our PR company and thought we should revisit the idea. The technology had clearly moved on since 10 years ago, but, depending which CGI companies you contact, the price can still be quite high, and quality not so good.
We tried some companies in China, Ukraine, Eastern Europe, the US and UK, and each company we tried always had an issue – whether it would be cost, time spent making the models and roomset, us having to be overly involved, or the CGI artists just not understanding our brand.
So, I set our own sister company up, called Chilli Pepper Designs, because I knew what I wanted from CGI, and it seemed no other company could deliver it. Since setting it up, we have never looked back, and we have better imagery than ever at a fraction of the cost and time it took to set up traditional photoshoots.
CGI by Chilli Pepper Designs
What did setting up that service entail? I knew I had a lot to learn in terms of the technical side of developing images. I had to understand the software requirements, what’s possible, and of course I needed to find CGI artists who could deliver what we required. There are many levels of expertise required to be able to generate amazing CGI visualisations.
I started by taking a punt and buying the best PC and software we could get, then took on a CGI artist, and the two of us worked out what we were trying to do and how we had to do it – from designing a scene to actually making it.
Working day and night, we cracked it, so I bought another PC and took on another CGI artist, then the same again, then interior designers, admin support and more and more modellers. In less than a year our Chilli Pepper Designs office has moved three times to larger spaces to accommodate more and more staff. I’m proud to say that from starting with a need to fulfil our own images, we’re now supplying CGI images to some of the largest furniture brands in the world.
Who were your first clients, and what did those projects look like? Chilli Pepper Designs’ first client was in fact myself! At Indesign Furniture we had so many newly designed products coming through for our distributors in New Zealand, the US and Canada, and no way of getting photography. In essence, I was my own customer for the first four months – in which, as a new start-up company, we really learned what a furniture company needs in terms of CGI.
We understood what we needed as a client, and how we wanted it presented. Wearing my other hat (Chilli Pepper Designs) we learned the processes we needed to undertake to achieve our image requirements – including scoping a project, planning a layout, relaying concepts, how to best build models, etc. It was like our own little apprenticeship, and a safe place to test and learn.
We got really good very, very quickly. Our team grew from a couple of us to now having nine people in our CGI team. The images we made were supplied to our wholesalers, and with those they were able to sell product from containers before the goods had even landed in their country, by using the images as marketing materials. Very quickly, I recognised CGI as a very powerful tool to promote and sell furniture.
Is there anything you miss about traditional photography? No! The traditional photoshoots were always costly, took too much time planning, preparing, organising, location scouting, organising a small army of people to be involved, stylists, accessorising, logistics, photographers, etc, etc. I do not miss them at all.
Chilli Pepper Designs may be a furniture-focused service, but are you at all inspired by how other sectors employ CGI? Yes, film, and Toy Story by way of example – it’s completely revolutionised the way we watch film. Also, architectural visualisations depicting grand scheme projects, which give you the ability to tour buildings that don’t even exist yet!
What five reasons do you most commonly hear for why people won’t embrace CGI marketing – and how do you refute them?
1. “CGI is too costly” We used to do photoshoots, and what would end up costing around £60008000 now costs a fraction of the price owith CGI, and takes no time at all in comparison.
2. “CGI looks fake” Ask us to forward our CGI portfolio. Pictures can’t lie!
3. “Traditional photoshoots are more authentic” We make scenes based on whatever you want the CGI scene to be like. We even let you choose the camera angles!
4. “Traditional photoshoots are more tactile, and a nicer process to go through” Not true. They can be a time burden and add more stress to already-busy schedules when it comes to sourcing a location, organising a team to get to the location, the logistics involved in getting the product to the location, photographers’ occasional limit on shots, cropping and editing photos, getting cut-outs done, etc.
With CGI, all that pain goes away. We can create imagery before the product is even made, and you don’t even need to leave your office to get scenes that suit your taste, style, look and brand. Based on your requirements, we can create everything for you, and you can start promoting with hyper-realistic imagery before a container even ships. It’s a far easier, nicer, calmer, less stressful, less expensive and more efficient way to get your product and lifestyle shots done.
5. “CGI scenes can’t include accessories and furniture – it’s impossible to create full, real scenes” We can actually model and create any piece of furniture, and we create clients’ accessories, lighting, rugs … literally anything. We then place all of the brand’s items into the room that they commission us to create.
Many CGI companies will not make 100% of the furniture and artifacts that go into a scene. We will, and do, because with our roots in the furniture world we understand the need for an image to sell all of a retailer’s/brand’s goods from one image. You are creating a lifestyle, and we know you want the customer to buy all of your items.
How simple is the onboarding process at Chilli Pepper Designs? It’s really simple. Most clients are sceptical about CGI because they don’t understand it. I spend most of my time talking clients through the process, how it works, what to expect, and making sure they can supply what we need to get started. We will often trial a project for them to gain their confidence, and to show them how simple the CGI process can be. The client is usually blown away at what they receive.
At the same time, the client then sees how little they need to do, can compare the associated time and money savings through using CGI. Seriously, the CGI furniture and interior scenes we create are so good, there really is no reason not to try it.
If you’ve never tried CGI for furniture visualisations – be it product or lifestyle – then, seriously, do. Having a business in the furniture world and another in the CGI world, the two work in synergy for me.
I really have no doubt you’ll end up asking yourself why you didn’t do it sooner. The CGI world has moved on, and for furniture needs, I think we are leading the pack. Get in touch with me – if you try it, I bet you’ll never go back!
SPOT THE DIFFERENCE!
ONE OF THESE IMAGES IS CGI …
CGI FURNITURE SPECIALISTS
DO YOU STILL RELY ON TRADITIONAL PHOTOSHOOTS TO SELL YOUR FURNITURE?
There’s a better way to get the shots you need for your furniture business and the benefi ts of Computer Generated Images (CGI) are plentiful… We specialise in creating all furniture models from sofas, to sideboards, beds to bookcases and accessories to create a full lifestyle scene to suit your brand.
CGI gives you unparalleled fl exibility, huge cost savings, and you can take your products to market right away in a fraction of the time you would usually associate with a traditional photoshoot.
With CGI, we can prototype a visualisation of your product rather than sampling and the need to ship, you can test the images with your clients to gague interest and avoid wasting resources and producing excess inventory and associated emissions.
Additionally, it cuts out the need to transport furniture to photoshoots and helps companies demonstrate that they are committed to making environmentally friendly decisions and reduce their carbon footprint.
WWW.CHILLIPEPPERDESIGNS.CO.UK
PEAK PRACTICE
CGI interiors agency Orbital Vision was the team behind Furniture News’ impressive cover image last month. Addressing that issue’s ‘Best of British’ theme, Orbital created a beautiful scenic shot inspired by the Peak District – and this example provides just a glimpse of the studio’s capabilities …
orbital.vision
Based in Long Eaton, Derbyshire, the CGI agency is surrounded by picturesque locations from it drew its inspiration. When considering what might best illustrate the issue’s ‘Best of British’ thems, the team discussed multiple topics, but found that it was most drawn to the Peak District and the stunning landscapes within it.
Long Eaton is also known for being the UK Centre of Quality Upholstery Manufacture. With outstanding manufacturers on its doorstep, Orbital Vision wanted to capture the brilliance of local design and craftsmanship with a nod to what it naturally considered to be the ‘Best of British’.
Orbital’s team of “unreal creatives” have spent the past three years not only learning the ins and outs of creating photorealistic fabrics in 3D, but also how to take CGI imagery to a new level of realism. It is becoming increasingly difficult to tell the difference between photography and Orbital’s CGI renders, and the agency is truly making a name for itself, pushing the boundaries of what can be achieved through CGI.
Yet Orbital Vision does not only create photorealistic CGI – the business also offers clients a full digital sales package, which will soon be rounded off with the addiiton of a purpose-built product customiser. This extra ecommerce tool will allow endcustomers to customise products and add them to a basket with a running total, while being able to view products at any angle via 360° spin. Through the use of AR, the customiser will also enable customers to download and see what a product would look like in their own home.
Orbital can now deliver a complete sales service – not only delivering sector-leading imagery, but also offering clients a full solution to increase sales and overall website engagement, making sure they stand out from their competitors.
“Don’t get left behind,” says MD Rob Walker. “Get in touch with Orbital’s team of unreal creatives today”
Furniture News’ June cover image, from plain model, to coloured version, with a close-up of the fabric texture detail
ARMS RACE
Founded in 2011 by 3D designer Marius Kalytis, CGTrader set out to be the first designer-friendly online marketplace for buying, selling and creating professional 3D content. It has since become one of the world’s largest 3D stock marketplaces – prompting it to launch CGTrader ARsenal, an end-to-end 3D product visualisation and Augmented Reality (AR) solutions platform for ecommerce. Furniture News spoke to the Lithuanian company’s CEO and co-founder, Dalia Lasaite, to find out more …
arsenal.cgtrader.com
WHAT OUR CUSTOMERS CARE ABOUT IS QUALITY,
SPEED AND RELIABLE SERVICE
“CGTrader ARsenal has a unique 3D model production system for ecommerce that can scale to thousands of 3D models/CGI per month, due to combining an extensive 3D designer network and proprietary technology,” Dalia explains. “This allows us to produce product visuals at much larger volumes, affordable costs, higher quality and with much more flexibility.”
Many businesses have already recognised the technology’s potential. CGTrader now boasts more than 150 Fortune 500 customers, including Made.com, Staples, and Nike, and manages a community of some four million professional 3D designers. Its extensive marketplace offers more than a million licensable 3D assets, which are employed within game development, computer graphics, AR/VR, architecture, 3D printing – and the furniture industry.
“With a number of powerful builtin capabilities, such as digital asset management and quality assurance systems, ARsenal offers businesses a seamless, all-in-one platform for sourcing, managing, sharing and deploying 3D content,” Dalia continues.
“We mainly work with furniture retailers, manufacturers and product brands. To streamline the visual creation process and ensure cost efficiency, we offer a pre-selected lifestyle scenes library, which allows customers to reduce CGI creation costs and speed up the go-to-market time even more.”
CGI by CGTrader
As well as 3D product visualisation for the conversion of products from photos to 3D, CGTrader ARsenal offers virtual photography – generating product images (including silo product shots), whitespace renders, custom-angle shots and lifestyle scenes using 3D rendering technology – and a 3D and AR platform, which delivers an all-in-one experience incorporating 3D product viewer, 360° product spinner, app-less AR for ecommerce, and a digital asset management system for 3D content.
CGTrader operates from Lithuania, which brings customers a host of benefits they would not enjoy if working with partners closer to home, says Dalia. “What we’ve learned from building the world’s largest 3D design community is that talented people live everywhere,” she says. “The world is shifting to a remote, distributed work model, and we think we’re at an advantage here, as we’ve been doing this for the past 10 years.
“What our customers care about is quality, speed and reliable service. And with offices in Lithuania and the US, and deep expertise in 3D, we’re able to deliver on all fronts. A lot of our key customers know us for our work with the Khronos 3D Commerce Working Group, which brings together industry-leading ecommerce companies and 3D graphics experts to accelerate the adoption of 3D in retail – we focus on building the best product, and customers know that.”
CGI by CGTrader
In recent years, CGTrader has witnessed an explosion of interest in 3D/ AR solutions for ecommerce – and the pandemic has only served to catalyse demand. When global supply chains ground to a halt, photography studios were forced to close and millions of people entered self-isolation – and against this backdrop, computergenerated product content offered the perfect solution, says Dalia.
“Instead of physically shipping, staging and photographing products, companies were able to generate amazing product visuals with 3D technology. For example, Crate and Barrel saved their seasonal campaign launch by shifting to CGI technology while all the photo studios were temporarily closed.
“Another breakthrough we’ve observed was the growth in demand for AR solutions. As customers could no longer visit the stores physically, the standard buying journey was significantly disrupted. With app-less AR, furniture retailers could bridge the gap between the physical and online shopping experiences rather easily – in some cases even boosting retailers’ sales.
“Since the majority of the furniture trade shows were cancelled or moved online, many retailers pivoted to immersive 3D virtual showrooms. It became a great alternative to replicating the physical expo experience, and we saw a significant jump in enquiries and general interest in the possibilities of 3D experiences. Virtual showrooms have been quickly gaining popularity among furniture retailers, with companies like Ashley Furniture, Furnitalia and Made. com incorporating them within their marketing mix.”
Through AR- and VR-empowered virtual showrooms, visitors can explore 360° environments complete with furniture and decor, and engage with the products. “3D virtual showrooms also help build excitement for the brand, increase marketing ROI, and can be adjusted with ease,” adds Dalia.
MADE PERFECT
Client feedback is important to CGTrader, says Dalia, “and we are glad to see that different clients value different aspects of working with us. We’re typically valued for being commercially priced, responsive, having more than 10 years of expertise in 3D modelling, and providing a robust QA system that eliminates manual work, and automated workflows that allow 3D content production at a large scale.”
By way of example, Alex Hamilton, head of technology innovation at Made.com, testifies: “3D visualisations and AR-powered product experiences allow us to present our products and engage with customers in a completely new way. As we move away from traditional photography to 3D product visualisation, CGTrader’s highly photorealistic 3D models allow us to offer compelling brand experiences that drive sales, dramatically reduce buyer’s remorse, and, ultimately, redefine the concept of traditional retail.”
This year has seen CGTrader build on its established offering with the launch of a free plan for CGTrader ARsenal, enabling retailers of all sizes to benefit from up to 20GB of free 3D model hosting and storage, up to 10,000 monthly 3D asset views, a digital asset management platform, 3D and AR model analytics, 3D and 360 web viewers, app-free AR, and AR QR codes for all products.
“In February, we raised $9.5m in a Series B funding round, which allowed us to invest in the growth and automation of CGTrader ARsenal,” says Dalia, explaining that the business is currently focusing on improving its processes with AI, which she hopes will enable it to: optimise delivery times and the pricing of 3D models; avoid (or at least minimise) human errors in QA; provide the best 3D model texture suggestions; scale 3D modelling services even faster for the big brands; partially (or even completely) automate the 3D modelling process, thus considerably lowering the production cost; automate the quotation and estimation process; and automate QA procedures.
If Covid-19 catalysed demand for such services, CGTrader is more than capable of staying ahead. “Technology is meant to make our lives easier and business processes even more efficient,” Dalia explains. “With 3D and AR capabilities, furniture marketing will continue to become even more interactive and engaging, giving shoppers the ability to have the best product experiences.
“And, thanks to technological advancements, 3D modelling prices and delivery times are projected to decrease in the future, making all types of 3D and AR solutions available to businesses of all sizes”
CGI by CGTrader
ESSENTIAL YET AFFORDABLE
Chester-based digital agency Sherwen Studios has years of experience in developing effective online solutions and ecommerce strategies for retailers such as ScS – and CGI marketing is playing an increasingly vital role in shoppers’ decisionmaking processes when purchasing personalised or big-ticket items, writes owner Matt Sherwen …
By MATT SHERWEN www.sherwen.com
We’ve seen an increase in the number of retailers investing in new CGI technologies in a bid to improve their online shopping experience. Retailers want to match the experience of shopping online or in-store, and the use of automation can be a valuable tool in helping customers to visualise what an item may look like.
So, for example, they can see how an item may look from 360° angles, they can zoom in to see specific details, and they can visualise how an item may look once it’s been personalised.
We know that the cost of CGI marketing is becoming far more affordable, and as such, smaller retailers can now make use of these technologies. The initial barrier to implementing automation is the cost of hiring a specialist CGI artist to design the image. However, once you have the initial rendering, it’s relatively quick and easy to install low-cost, automated software into your online sales channels. From this, you can then choose how to integrate CGI into your wider strategy.
CGI marketing can be particularly effective for retailers who create bespoke products based upon a customer’s individual preference. For example, furniture retailers can use CGI marketing to help an online shopper visualise what a sofa or chair may look like in their own home. Similarly, suppose your customer can choose between a variety of colours or fabrics, or product layouts, or trims. In that case, it stands to reason that CGI marketing is an affordable way of supplementing the initial imagery and visually demonstrating the different configurations.
And the use of CGI marketing has given customers added confidence in making a final selection. They can either complete the entire transaction online, or use the automation to inform their decisionmaking before visiting a physical retail outlet. Similarly, we believe that any investment into CGI marketing as part of a long-term ecommerce strategy can provide a positive return on investment for a retailer. We’ve seen firsthand how the strategic use of CGI marketing can increase conversions and play a big part in guiding a shopper along the sales funnel to complete their transaction.
Due to the complexities of customer choice and the added complications of returns if the end product doesn’t meet the customer’s expectations, CGI marketing is ideal for furniture retailers. Often, customers can configure a piece of furniture based on their specifications. Using CGI can help them visualise how it looks in their home. They can see how their individual choices can change the look and style of the item, and have complete confidence in their final selection. CGI marketing can play a big part in ongoing customer satisfaction, and drive future growth.
Although CGI has been around for many years, in terms of online retail, it’s still in its infancy. So, it’s too early to tell whether CGI is a trend or something that will remain, and we believe that the outcome could depend on the sector.
For example, although online clothing brands can use CGI and automation, the reality is that technology will only ever play a small role in the decisionmaking criteria of online clothes shoppers. Customers will be happy to make multiple purchases online, knowing that their final buying decision will be influenced by the fit of the items and the feel of the fabric. Clothes shoppers also know that they can make multiple purchases online, knowing that returns are quick and easy to process.
In contrast, furniture customers will view technology differently. Rather than purchasing items speculatively, shoppers will want to have full confidence that they are making the right decision before completing their transactions. Therefore, they’ll pay close attention to the images created through CGI technologies to have certainty that their item will fit into their desired space and will match their expectations. In addition, they will understand that returning a piece of furniture is a complex process. As such, they will heavily rely on the use of technology to inform their decisionmaking
Fibreline now converts plastic bottles into cushions The eco-friendly Fibrefill Blue cushion
FIBRELINE
www.fibreline-ltd.co.uk
In the last 70 years, the world’s consumption of plastic has increased dramatically, creating huge waste. Bottled water has become a frequent source of this plastic waste, along with other plastic items.
In the hope that it can help remedy this crisis in some small way, Fibreline has found a way to use this plastic waste, by converting the equivalent of 100 plastic bottles into each “very comfy cushion” – the result is Fibrefill Blue, which is itself 100% recyclable, and offers cushion manufacturers an environmentally friendly solution, putting waste plastic to good use. Call 01535 606846 or visit Fibreline’s website to find out more.
THE FURNITURE INDUSTRY RESEARCH ASSOCIATION
www.fira.co.uk
FIRA membership brings access to essential industry knowledge, research and standards information. This includes knowledge across all aspects which impact the furniture industry, from standards to sustainability and from ergonomics to chemical restrictions. Membership also brings access to experts ready to help solve a business’ problems.
In addition, members receive preferential rates on testing and training through the association’s service provider, FIRA International – and full members benefit from voucher credits, which can be redeemed against FIRA International testing, consultancy and training.
“Join the hundreds of members who already benefit,” says an association spokesperson – for more information, call 01438 777700 or email membership@fira.co.uk.
CUTTING-EDGE
FABRIC FULFILMENT
Covid-19 has made many companies rethink their business strategies and adapt the way they work to become more digital-centric. Sampling solutions specialist Pike Textiles recognised this shift in direction, and has invested in its rapidly growing cuttings and fulfilment sampling service to support the increasing online presence of the UK upholstered furniture industry …
www.pike-textiles.com
Pike Textiles says it will continue to invest in enhancing its production and warehouse processes over the next two years to support the growth in ecommerce channels. This will include increasing production space, adding more equipment, and streamlining the service to ensure customer expectations are exceeded.
As the UK’s only sampling solutions specialist to offer a fully integrated solution, Pike Textiles incorporates a comprehensive service encompassing cut lengths, swatch cutting, and fulfilment. This includes everything from storing rolls of fabric, through to dispatching fabric swatches via traceable mail service. This is all managed through the company’s bespoke warehouse and inventory management system, TripleP.
Stock inventory is kept up to date through TripleP, which gives customers real-time access and live data reporting. Clients can check stock levels and order volumes to ensure they are always in control, while everything is managed in the background.
The system integrates seamlessly with many online shopping platforms, ensuring that the accurate and fast fulfilment of online sample requests is met – usually within 24 hours – helping their brand to win the race to the doormat.
“Our approach is to make our customers’ lives easier by taking the fabric sample cutting and stock management off their hands whilst having a transparent relationship around order volumes, stock levels and re-ordering,” says Pike’s sales and marketing director, Caroline Adams. “First and foremost, as experienced craftspeople in the handing and cutting of fabrics, our clients can rest assured that their products are safe in our expert hands.”
Pike Textiles’ knowledgeable and experienced team is well-trained in handling and cutting all types of fabrics, and has been doing so for 130 years. Pike offers a full-service solution for sampling requirements, from liaising with fabric manufacturers to advising on order quantities and managing deliveries, both incoming and outgoing, as full rolls, cut lengths, or finished samples.
For further information, contact enquiries@pike-textiles.com
SATRA TECHNOLOGY
www.satra.com
When it comes to mattresses, two factors are important to SATRA – performance and fire safety.
To assess a mattress’ performance, SATRA uses the European Standard BS EN 1957. This sees a roller weighing 1400N, (over 25st) cycled across the mattress 30,000 times, to ensure there are no issues with durability.
In terms of fire safety, filling materials have to legally comply with the UK’s Furniture & Furnishings (Fire) (Safety) Regulation. Beyond that, SATRA recommends using BS 7177 at low-hazard level for domestic mattresses, and medium-hazard level for most contract uses.
Anyone wishing to know more about furniture testing at SATRA can email furniture@satra.com.
BOYTEKS
www.boyteks.com
Turkish textiles giant Boyteks has developed Vegan, a new line of mattress ticking designed to users sleeping soundly and healthily without its manufacture causing harm to people, animals or the planet.
Developed with natural, plant-based fibres, Vegan champions both animal rights and sustainable production.
“Veganism in its simplest definition means denying the use of animals and the consumption of animal products,” states the manufacturer. “The materials derived from animals, such as leather, fur, bones, gelatin, wool (sheep wool, cashmere, angora) and silk are not used in vegan textiles, and animal testing is not permitted.
“Millions of animals suffer and die every year because of various textile products. It doesn’t matter what type of material it is or where it comes from – if the trial contains one, it is bound to contain cruelty. As long as we continue to use animals, we are causing animal death for food, clothing, cosmetics, and other excuses.”
