ECOMMERCE PRODUCT CONFIGURATOR- A COMPLETE GUIDE
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ECOMMERCE PRODUCT
CONFIGURATOR: A
COMPLETE GUIDE
Have you ever purchased something online that didn’t live up to the photographs on its
product catalog? The exact terminology for this is called buyer’s remorse. It is something that
everyone as a consumer wants to avoid. This buyer’s remorse certainly contributes to the fact
that buyers in America end up buying only 58% of the items present in their online shopping
carts each year.
If you are a brand and your buyers face the same issue with your product, you are certainly in
trouble. A customer may never return to your store if they’re unsure about the look and feel
of the products you sell. How do you make them click the “order” button in such a scenario?
Customers need to feel confident about whatever they order. They should feel confident
about the fact that their order will match the shipment they receive.
You can easily maintain the look and feel of non-customizable products. But, for products
with customization, it gets a little trickier. Hence the concept of ecommerce product
configurator came into existence. A visual product configurator is a powerful selling tool,
essentially for customizable products.
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What is a Product Configurator?
A product configurator is a design tool that allows users to customize the products of their
choice based on available configuration options. An ecommerce product configurator is an
interactive and engaging tool. Most businesses offer configurations in color, print, text,
images, textures, and more.
For example, if you’re selling a T-shirt online, you can display a visual configuration.
Shoppers could try out the designs and see what it would look like if they swapped different
components such as, size, design, color, etc. In a few simple clicks, they’ll know exactly what
their customized product will look like before they purchase it.
Product Configurators: Need Vs. Capabilities
Due to the growing popularity of product personalization, many companies have started
offering product configurations. The key necessities of these configurators can’t be realized
until brainstormed completely. Still, they cover a whole set of applications with different
objectives and target audiences.
The common purpose of configurators is the personalization of consumer goods. But, product
personalization of consumer goods is only the visible part of a much bigger iceberg.
Configurators are capable of serving various other stakeholders of a product too. Designers,
engineers, operators, sales representatives and so on are on constant lookout for a navigation
tool that centralizes the product options and constraints.
A product configurator is a powerful tool for communication with stakeholders with certain
expertise. It is an ideal platform to implement a mass customization strategy. Hence it is
necessary to have a crucial understanding of the type and complexity of the product first. The
conception and implementation phase of the configurator comes way after the basic product
understanding.
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Why use Product Configurator?
A study states that 57% of consumers will stop buying from a company, if a competitor
provides them a better experience. In another study, 82% customers believe that ecommerce
companies have a responsibility to reduce returns. In fact, 76% say they would return items
less often if online retailers provide them with more accurate and clear images and product
descriptions.
Hence creating a positive customer experience is vital to the long-term success of companies.
This means reducing friction, acknowledging the challenges, and delivering exactly what the
customers expect.
Following are a few ways that product configurators benefit ecommerce companies, and why
everyone must consider the product configurator option:
• It leads to an increased digital footprint on your ecommerce stores and improves engagement
• The customers who visit your store are more likely to make a purchase hence resulting in higher
conversion rates
• Customers are less likely to return products if they can clearly see, and visualize the offerings.
Hence, lesser return rates
• Customers can render images of every component and not just the assembled product.
• It provides design flexibility and scalability.
• Products displayed using Augmented Reality are more likely to attract a large number of
millennials as well as Gen-Zs.
Let’s have a look at different types of product configurators.
Types of Product Configurator
Before we move on to product configurators here’s a quick brief about the three types of
configurations possible.
• Personalization
Personalization refers to the process of adding text, number, message etc. to an
already designed product. Personalization gives a unique identity to consumers.
• Customization
Customization allows users to create a new design from a template using various
designing features such as colors, text, prints, images, logos, and so on.
• Parametric Configuration
Parametric configuration means the users can change any design parameter flexibly.
They can change design parameters such as product width, height and so on.
Product configurators are of various types based on dimensions, industry, target audience and
so on. Here’s a detailed overview of these classifications:
I. Based on Dimensions
There are two types of visual product configurators based on dimensions that can help your
customers get a better sense of their purchase: Static 2D and Interactive 3D.
• Static 2D
2D product configurators generally present a flat image that does not move. Shoppers
are not able to spin the product around and cannot have a 360 view of it. Customers
can only have a look at the 2D photos from every angle if the seller has uploaded
them. The only purpose of this configurator is to let the customer change the
components such as colors, materials, add-ons.
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• Interactive 3D
3D configurators are responsive and interactive as compared to the 2D ones. Buyers
can rotate the products and get a 360-degree view of it. Along with this, they can
change the customizable features just like a 2D configurator. Interactive 3D
configurators are the best way to make sure that shoppers know exactly what they’re
purchasing.
II. Based on Industry
Configurators are useful for both B2B and B2C businesses.
• B2B Configurators
Primarily, sales representatives use configurators during the CPQ (Configure, Price,
Quote) process. It provides the sales reps to provide quick and accurate quotes to
clients. Some benefits of B2B configurators are:
o
o
o
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Reduces the sales cycle time
Minimizing human errors
Provides an engaging experience
Up-to-date product information
Example: Herman Miller
Herman Miller is one of the most popular names in office and home furnishings. It is
one of the top B2B sellers of premium furniture. They provide their customers with a
way to preview their customizable office chairs before purchasing.
• B2C Configurators
The use of the configurator for B2C is quite clear in the customization industry. It
provides an easy avenue for end-customers to co-design their products, giving them a
sense of ownership.
Example: There can be various examples of companies that provide product
configurators. Most companies now provide at least the 2D configurator option.
Here’s a configurable watch with various components and a combination logic.
Wondering what all can a Product configurator do? Take a demo and see for yourself!
III. Based on Target Audience
The strategic goal of the configurator and target audience plays an important role in the
conception of a product configurator. Let us look at this classification one by one:
• Marketing Product Configurators
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The main purpose of a marketing configurator is to get visibility on a complex
product. It is useful for products that one cannot showcase in an attractive way using
traditional methods.
An ecommerce product configurator opens up a range of possibilities – visually – for
consumers. However, it does not lead to a precise quote for any product. Marketing
configurators help companies incite creativity within the audience. It gives a global
view of a complex product in a simple, attractive, and visual manner.
Example: Tylko Parametric Shelves
• Commercial Product Configurators
Commercial product configurators are usually a part of ecommerce websites. It
generates detailed quotes for sales representatives to follow up.
It mostly involves B2C products and can largely affect sales. Recently there’s been an
explosion of product configurators for commercial products. These products do not
represent a complex category of products. It also helps optimize the supply chain
beyond the sales process.
Example: Spreadshirt
• Technical Product Configurators
Technical product configurators usually focus on the details. It gives a realistic
visualization as compared to the other two configurators. The main goal of technical
configurators is to cover the product variations in a detailed manner.
Sales representatives and B2B environments generally use technical configurators.
Technical product configurators help the sales reps target clients by providing them
with technical expertise.
Technical configurators also help to generate precise designs. It can also show the
CAD files used for manufacturing. It can integrate flexibly with ERP systems.
Nowadays, modular and parametric products can also integrate with technical
configurators.
Example: Modular house with the Habitat21 configurator
Next Generation Customization Software
Online product configurators are the answer to the mass customization challenges. The
product customization industry has come to the forefront after facing and conquering certain
sophisticated technological challenges. With these configurators, customers can quickly and
easily customize products and even visualize them in real-time. They can instantly request a
quote or order and pay online. Designs can easily convert to print-ready files.
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It also creates buzz for the companies by creating excitement and engagement for users. In
today’s ecommerce world, shoppers have many choices. Ecommerce product configurators
are a great way to grab customers’ attention and increase conversion rates and grow sales.
Here are seven reasons why ecommerce businesses should adopt a product configurator:
• It increases engagement with your customers
• Research says customers are willing to pay more for customized products.
• Most customers expect a 3D configurator. 57% of consumers agree that they will stop buying
from a brand if they have a better alternative.
• It’s the perfect solution for your designers as well as sales reps.
Over to You
Nowadays, many companies claim to offer turn-key solutions that can tackle all the
challenges by customization. However, it is essential to consider those claims with caution
and rationalize your choices. If you want an ecommerce product configurator for your
website, you need to go deep into the specifications to select the right tool.
Make sure that the solutions you choose can continuously evolve in this ever-evolving
market. Evaluate the technology’s modularity and its ability to integrate an existing
ecosystem without upsetting the ongoing one.
Regardless of the adopted solution, one key factor needs to remain at the forefront.
Implementing a successful mass customization strategy involves creating a flexible workflow
and functioning of a product that can be engaged at any point of its product life cycle.
We hope we were able to give you clarity about everything about an ecommerce product
configurator. Now you know all the uses, types, and functions of a product configurator.
Over the last decade, the industry has made an enormous leap forward by developing better
and faster technological solutions. As an emerging technology, product configurators have
many challenges, but the industry is ready and equipped to overcome them. If you need a
product configurator for your website, check out Brush Your Ideas product configurator. It is
the right amalgamation of flexibility and proper functionality. Our product comes with top
functionalities and features, integrates with third-party tools easily, and provides flexible
customization. Try it yourself!
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