Wayfair's DwellStudio, Birch Lane to offer 3D e-commerce

Three-dimension visualization developer Loft has partnered with Wayfair to provide 3-D product models for items sold on DwellStudio and Birch Lane. Visitors to the e-commerce sites will now be able to experiment with textures and fabrics by viewing 360-degree views of furniture.

"We are thrilled to launch our new partnership with Wayfair," said Pieter Aarts, CEO of roOomy, developed by Loft. "If a customer visits DwellStudio or Birch Lane websites to purchase a sofa, roOomy's technology enables the customer to see that sofa in all available combinations of textures and fabrics. At the same time, in the roOomy platform, home buyers and consumers can view the same products in their (future) room." 

Using roOomy's technology, 2-D images are transformed into 3-D models to create a 3-D experience for shoppers. Wayfair will be using the images to enhance shopping on its DwellStudio, a site for modern decor, and Birch Lane, a more traditional decor brand. For big-ticket items such as couches and chairs, the retailer hopes to better inform shoppers on what they are getting before the purchase is final.

As part of the collaboration, roOomy will be able to use the models from DwellStudio and Birch Lane on its iPad app. Therefore, homebuyers will be able to instantly e-decorate, and real estate companies will be able to virtually stage listings with furniture.

The new partnership is another step taken by Wayfair to set itself apart from other furniture retailers. The company has also partnered with Kin Community, the leading women's lifestyle multiplatform video network, to launch a home design series created and hosted by Christiane Lemieux, Wayfair's executive creative director. To round out an omnichannel presence, Wayfair began production of a print catalog to be mailed out every six weeks to 500,000 shoppers.

For more:
-See this Wayfair press release

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