The Psychology of Ownership in 3D Configurators: An Insight into Why People Purchase Products They've Customized
In the digital age, customer engagement is key to success. One innovative approach that's making waves is the use of 3D product configurators, which are transforming the way businesses interact with their customers.
A recent study has shown a 35% reduction in quote-to-order time with automated CPQ workflows, making the purchasing process smoother and more efficient for both businesses and customers [1]. But the benefits of 3D product configurators extend beyond just streamlined processes.
The IKEA Effect, a well-known psychological phenomenon, is finding a new home in the digital world. This effect, where customers develop a stronger psychological ownership and attachment to a product they've helped assemble or customize, is now being harnessed through 3D product configuration.
In SaaS and digital tools, this effect is particularly potent. When users are guided to configure dashboards, workflows, or templates themselves, they feel a sense of ownership and are less likely to abandon the tool [1]. Offering layered customization options, immediate feedback, and manageable setup tasks helps create a sense of accomplishment, reducing churn and boosting retention.
This engagement encourages not only continued use but also vocal advocacy of the product, driving long-term loyalty and enhancing perceived value. In fact, 70% of consumers are more likely to buy from a brand that lets them personalize the experience [1].
In the realm of e-commerce, platforms like Magento, when paired with powerful visual engines, allow mid-sized and niche brands to access 3D configurators without the need for extensive development. This democratization of technology is opening up new opportunities for businesses to offer personalized, engaging shopping experiences.
But the benefits of 3D product configurators aren't limited to the consumer sector. In B2B use cases, such as manufacturing, logistics, and industrial equipment, these tools are proving invaluable. A factory manager, for example, can order a custom conveyor system using a 3D product configurator, with instant updates to a live 3D rendering [1].
Moreover, the co-creation process leads to emotional investment in the products, resulting in customers waiting longer, paying more, defending their choices, and recommending the products to others. This emotional connection is a powerful marketing tool, leading to a 28% higher conversion rate for sites using interactive 3D visualizations [1].
The IKEA Effect also impacts the willingness to pay. A 20%+ increase in average order value is observed when customers personalize or configure their products [1]. Furthermore, customers who co-create their products through 3D configurators are less likely to abandon their creations in a cart, leading to a 40% drop in returns [1].
The affordability of 3D product configuration is another compelling factor. SaaS platforms and modular plugins make these tools more accessible, especially when considering the return on investment. With a 3D product configurator, users can build, rotate, customize, and price their own products in real-time [1].
In conclusion, the IKEA Effect is not just a physical shopping experience anymore. It's being applied in the digital world, particularly through 3D product configurators, to create psychological ownership, make products feel personalized, reduce early churn, increase customer loyalty and advocacy, and ultimately enhance perceived value. By leveraging this effect, businesses can foster customer loyalty and drive growth in the digital age.
[1] Source: Various studies on the IKEA Effect and its application in digital product configuration and CPQ systems.
The IKEA Effect, initially a physical shopping experience, is now being utilized in the digital world through 3D product configurators, creating psychological ownership and personalized feelings towards products. This emotional connection leads to a 28% higher conversion rate for sites using interactive 3D visualizations and a 20%+ increase in average order value when customers personalize or configure their products.
In the realm of education-and-self-development, understanding the IKEA Effect and implementing 3D product configurators can be a significant part of technology-driven lifestyle changes for businesses, enhancing customer engagement, loyalty, and growth in the digital age.
