The trade-off for the convenience of online shopping is the uncertainty that the item physically looks like the image on the screen, therefore, providing a perfect use case for 3D technology. Threedium provides lightweight and mobile-optimised 3D solutions to help businesses of any size create a variety of interactive experiences including 3D product viewers and 3D ads. Threedium’s solutions can be experienced on any browser, device or CMS and are readily available through the Unlimited3D Platform. Major brands like Sainburys, Mercedes, Johnson & Johnson have used Threedium to facilitate impressive online-user experiences.
London TechWatch chatted with Lode Groosman to learn more about Threedium, its creation of immersive digital experiences, and recent round of funding.
Who were your investors and how much did you raise?
We raised a €1M Seed round from the following investors –HTGF, Kinisis Ventures, George Zafiris, and Ian Hutchinson.
Tell us about the product or service Threedium offers.
Threedium specialises in highly immersive 3D formats that can be applied to e-commerce, digital advertising, and social media. With a cloud-based platform, users can upload production files or images which are turned into lightweight and web-ready 3D models and can then be modified to create 3D viewers, 3D configurators, or interactive 3D ads, on-the-go. We are democratising 3D technology, making available for all business sizes, without the need for an enterprise budget.
What inspired you to start Threedium?
It’s happened to all us that we have ordered something online, which once delivered, did not look or feel like the photos we saw. A lot of the static images used, do not reflect the actual product. It was these types of disappointing experiences with online shopping that sparked our motivation to bridge the gap between expectation and reality. Aside from that, the online space has been very homogenous and dull. Building on the momentum of bridging the gap between expectations and reality, we were looking at ways we can bring the in-store experience online. Brick and mortar stores can provide real personalised shopping experiences that create a bond between the consumer and the brand, which can also build confidence in your purchase intentions when exploring products. Immersive 3D was the solution to allowing users to fully explore products, configure them in real-time, and to even experience them within the comfort of their own homes.
How is Threedium different?
Consumers now have the possibility to explore products from any angle, to zoom in and out with rich rendering, seeing every detail of every feature. The consumer can see every available option in real-time, without ever losing sight of the product. We can take a step further by enabling consumers to experience the product in the comfort of their own homes with augmented reality. From simply viewing our 3D model, to configuring/customising it, or experiencing it in AR, all of this is possible with a single lightweight 3D model. What sets us apart is that all of the above solutions are readily available to be created through our Unlimited3D Platform. Brands, agencies, and individuals now have the chance to upload Productions files and create immersive 3D experiences on-the-go.
What market is Threedium targeting and how big is it?
We are looking at the e-commerce space & digital advertising since this is where our immersive technology has the biggest impact. With our platform, you upload a production file, it gets compressed and optimised for web environments, and then the user can choose whether he wants to create an e-commerce solution with the 3D model or an interactive 3D banner which can be distributed programmatically through DSPs.
What is one of your favourite client projects that the Threedium team has worked on?
One of our favourite projects so far has been with Sainsbury’s. We created an interactive 3D carousel that showcased various Skincare products rotating on the page like a carousel (as the name suggests). The user could explore the product in depth from any angle, clearly read the labels, and initiate a 3-step skincare recommender. The user would be asked 3 questions and based upon their responses, the user would be provided with the ideal skincare product for their specific skincare needs.
This project was so satisfying because the results we achieved in terms of dwell time, engagement, and conversions were far higher than anticipated. We’ve achieved outstanding results with highly visual products in various industries such as automotive, fashion, and jewelry but to see the 3D carousel of FMCG product perform so well, considering such simple products, was fascinating. It has become more than apparent that immersive 3D experiences have a far more reaching impact than we imagined.
One of our favourite projects so far has been with Sainsbury’s. We created an interactive 3D carousel that showcased various Skincare products rotating on the page like a carousel (as the name suggests). The user could explore the product in depth from any angle, clearly read the labels, and initiate a 3-step skincare recommender. The user would be asked 3 questions and based upon their responses, the user would be provided with the ideal skincare product for their specific skincare needs.
What’s your business model?
We have a SaaS platform, where users choose a plan that suits their 3D needs. On top of their monthly fee for the platform, users will incur a serving cost of 0.50 cents per 1000 views.
What was the funding process like?
In all honesty, it was an arduous process that was very time-consuming. We knew that it would cut into our day to day tasks, but it required a lot more attention than we had initially anticipated. It was definitely a learning process that helped shape our company further by helping us to refine our communication, become more concise in our organisation, and really making our team cohesive on all fronts.
What are the biggest challenges that you faced while raising capital?
You have all the responsibilities that you start out with; tending client needs & account management, going to tradeshows and expos, pitching, cold calls, emails, and all other business development efforts. Tons of reading on identified market pains, strategies to help onboard clients, improve marketing campaigns, etc. While all this is going on, there is a whole lot of administrative work that needs to be completed to ensure that you meet all the requirements of a VC. In other words, Fundraising can be a full-time job, which becomes difficult as you simultaneously need to ensure the growth of your business.
What factors about your business led your investors to write the check?
Scalability: Our platform enables brands & agencies to create 100s of immersive 3D solutions in days.
Versatility: Our one-stop-shop approach, enabling businesses to create immersive 3D e-commerce experiences and then use the very same assets for interactive 3D digital ads that can be programmatically distributed across DSPs or for 3D experiences on social media.
Technology: Our 3D formats are super lightweight and lightning-fast without sacrificing render quality. Immersive 3D experiences in the past were extremely heavy in file size and required a lot of loading time. Our 3D experiences have close to zero latency and can be experienced on any browser, device, and CMS. The fact that this can be created with any number of products for various digital channels, through a single platform, is mind-blowing.
Immersive 3D experiences in the past were extremely heavy in file size and required a lot of loading time. Our 3D experiences have close to zero latency and can be experienced on any browser, device, and CMS. The fact that this can be created with any number of products for various digital channels, through a single platform, is mind-blowing.
What advice can you offer companies in London that do not have a fresh injection of capital in the bank?
You will often face adversity, have to make difficult decisions and be under a lot of pressure (especially financially). If you truly believe in your product, push through the negativity and really give it your all. Most people give up in times of hardship, when success is just around the corner.
It’s important to take time to reflect on all things you have done along the way and realise how much work you have accomplished, how much you have learned, how much you’ve grown as a person and a business professional. Appreciating the individual steps, can make the whole journey easier.
Where do you see the company going now over the near term?
Automating more development processes, really pushing for that scalability for various features. AR is currently still a minor manual development requirement, but within the next months, a user can upload a 3D model and can instantly enjoy the benefits of AR.
What’s your favorite outdoor activity in London?
Jogging in Hydepark! London is a very busy, lively city and running a startup definitely takes its toll. Hydepark is a great place to disconnect!
