CORT experiences 111% conversion boost after adding 3D and AR

During the pandemic, CORT and other furniture retailers learned how important it was for customers to be flexible with their home and office spaces. CORT, like many retailers, has also realized the importance of having an effective e-commerce platform.

This helped guide CORT’s decision to research and eventually implement three-dimensional (3D) and augmented reality (AR) technologies. In turn, this helped increase the furniture retailer’s conversion rate by 111% through February.

Mindy Oliver, CORT’s executive director of marketing, said the furniture retailer launched these features on its website in January. CORT currently has 150 products on its website that customers can engage with using 3D and AR imagery. And the data shows that CORT customers like the added functionality.

CORT conversion and revenue increase

February was the first full month that the technologies were available. Back then, beds and sofas received more interaction, Oliver said.

And the conversion increase continued beyond the first month. As of March, “CORT has seen a 108% increase in our conversion rates for this suite of products among users who interact with the 3D assets,” she said. “We can compare with those that don’t interact with these features.”

By May, they surpassed their first-month success as conversion jumped to 117%. These products saw a 122% increase in revenue per visit for desktop users. For mobile, it was a 78% increase.

Oliver said the way customers interact with 3D assets on the site is a relatively similar experience on desktop and mobile. Customers can rotate products and view them from different angles. CORT worked with Vertebrae to implement both 3D and AR. Vertebrae’s platform enables the creation, management and deployment of 3D and AR assets across multiple channels and formats, according to its website.

“For AR, if you’re on the desktop and you select that option on the product, it will give you a QR code that you’ll scan with your phone,” Oliver said. “But it’s all happening in a web browser and doesn’t require you to download an app.”

By March — more than two full months of integration — that revenue increase was 95% on desktop and mobile, Oliver said. And by May, revenue increased even more to 120% for desktop visits. It was a 74% increase for mobile users compared to revenue before 3D and AR integration.

The key point, Oliver said, is that AR technology has improved conversion rates for traffic that would traditionally come to the site.

CORT uses AR to ensure smoother movement

CORT provides transitional furniture. This can include furniture rentals for your home, office or events. Oliver said that CORT was trying to solve the problem of identifying furniture needs for spaces that customers have never seen in person. This has become increasingly valuable during the pandemic as the US housing market has seen homes bought in about a month. But it also helped clients who had to redesign their homes to accommodate remote work, she said.

“Being able to be flexible with your furniture and space needs, whether it’s transforming your living room into your home office or your dining room table,” Oliver said. “I feel like that was the big story during the pandemic.”

And while the CORT brand primarily focuses on transitional furniture, these furniture are also sold through the CORT Furniture Outlet.

“Usually our furniture goes through a rental process,” Oliver said. “So he finds his forever home at one of our outlets, which is our part of sustainability of our business. It is sold at one of our furniture stores, typically to home and office customers.”

She said the CORT Furniture Outlet has showrooms where shoppers can come in and see the furniture. Also have an e-commerce platform where shoppers can search by location. However, there are currently no 3D images available. CORT Furniture Outlet launched in June 2021.

“It’s really about the ability to reuse the product instead of using it once and discarding it,” she said.

time matters

Although Oliver said he couldn’t elaborate for proprietary reasons, she told Digital Commerce 360 ​​that Vertebrae had the technology and the ability to scale that CORT was looking for. That’s not just the initial launch of 150 products, she said, but more long-term partnership features.

Vince Cacace, CEO and founder of Vertebrae, told Digital Commerce 360 ​​via email that many of CORT’s customers are expected to move quickly. For some, there is no time to shop at the store.

“Being able to see these products in your space at the right size and scale and scrutinize details of textures and fabrics builds buyer confidence,” said Cacace.

Oliver said the furniture business is seasonal in nature, and that CORT tends to align with heavy moving seasons.

“From a timing perspective, it was critical that we launch this technology before the summer of 2022, which is when we typically see a lot of need for furniture rentals,” Oliver said.

Shoppers can interact in real time with products, she said. This includes rotating and seeing all angles of the product in CORT.com.

“Or they can use augmented reality functionality and place the furniture in their space,” Oliver said. “They can help you identify whether that particular piece of furniture will meet your needs.”

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