Lightology uses augmented reality to simplify its purchases


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The bulb was first lit a little over a year ago, says Lightology digital marketing director Mark Thiel, recalling the company’s initial plans to launch an augmented reality tool that would allow users to see what its products look like at home. “And then COVID hit,” he adds. “We had to close our Chicago showroom to be safe.” Suddenly, all sales from the renowned lighting retailer moved online, creating increased demand for the kind of AR features the company was hoping to roll out. For Thiel, this meant an opportunity to seize the moment and set a precedent for AR in the design industry. “It was time to go,” he said.

A small tech-savvy team began by creating 3D digital models of the lighting company’s best products, and by October 2020, the Lightology sales team had started testing the beta of the software itself in their own kitchens. and rooms. The platform went live in mid-February of this year and has grown into a library of over 250 products while garnering rave reviews.

Using the platform is extremely easy: select the luminaire of your choice from the assortment of bestsellers and exclusive brands of the company such as Flos, Tom Dixon, PureEdge, Gubi and Larose Guyon. Then scan the space with the Lightology AR Tool on your phone or tablet. Then – with a swipe here for placement, a pinch there for scale – position the 3D image in your scanned part. To share the virtual glow with your customers, family or friends, just take a screenshot and send it.

For many interior designers, the tool will be intuitive – a natural extension of their smartphone functions. And for those who need a bit of technical knowledge, Lightology has links to a simple how-to guide with troubleshooting tips on their website’s landing page.

Does this industrial floor lamp fit into the decor? Is this French pendant proportional to the space? Does a picky customer need to see this bold mid-century chandelier in context? Lightology’s AR tool addresses these challenges by allowing users to overlay and manipulate an object in a 360-degree analysis of specific space (as opposed to viewing it silhouetted against a white background or in a generic virtual frame) .

Lightology’s AR tool makes it easy to see what the company’s offerings would look like (in this case, Moooi’s Random Light II pendant light).Courtesy of Lightology

“It provides that bowel check,” says Thiel. “Lighting is an incredibly personal component of home design, and it gives designers and their clients an added level of confidence in their choice before making a financial commitment. One of the main goals of the platform is to convey the highest degree of photorealism possible with the 3D product model so that the resulting images represent real physical objects in all their glossy, matte or metallic splendor. What you see is what you get, even when you zoom in 300%.

“We pride ourselves on the level of detail – it’s our differentiator,” says digital content coordinator Arielle shingles textures, colors and dimensionality of Lightology product photos, which also appear illuminated to accurately represent the type of bulb being used, whether frosted, filament, or LED. AR technology isn’t sophisticated enough – yet – to refract light, but “it has evolved so much in such a short period of time,” says Shingles. She attributes two factors to the improvement: the first, lidar (which stands for light sensing and telemetry), a sensing technology used by the 12 Pro series of iPhones and iPads that measure distances in order to map spaces. three-dimensional with precision. The second, 5G, increases the speed and connectivity of broadband. While neither is widely available at the moment, it is only a matter of time before both are a standard issue: “No longer our smart devices and our large networks. band improves, the better the AR will be at measuring space and uploading images, ”adds Shingles.

The new technology joins Lightology’s growing range of design services, including video consultations in which certified experts answer questions on everything from power requirements to point-of-sale locations via virtual tours – and, for business customers, 3d renderings from entire renovation projects, from fixtures and under cabinet lighting to backsplash tiles, wall paint, appliances and furniture in situ.

The company believes its investment in AR is already paying off: its consumer engagement, conversion rate, and average order value have all increased significantly in the three months since the tool’s launch. Users viewing a 3D model spent 3.7 times longer on the Lightology website and spent up to 50% more per order. Some of the lighting products already featured in the tool perform up to 100% better than before, and the company plans to have the majority of its bestsellers available to ‘see in your room’ by the end. of the year.

“People use the tool, spend more time looking at the products, make smart purchases,” says Shingles. “It’s a great asset for designers and their clients, and it’s the future of e-commerce.”

This story is a paid promotion and was created in partnership with Lightology.

Home page photo: Courtesy of Lightology

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About Nereida Nystrom

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