By: Diana Smith
In an era where digital innovation is king, the realms of advertising and product showcasing are undergoing transformational changes in e-commerce. Some of these innovations are spearheaded by visionaries like Kaushik Vijay and his groundbreaking venture, House of Blue Beans.
This collaboration has set a new precedent in how companies, specifically in the realm of outdoor products, approach marketing and product visualization. At the heart of this revolution lies a suite of 3D visuals and CGI renderings that have dramatically altered Lowe’s Home Improvement’s ability to list new products, thereby reshaping consumer engagement strategies in smart and new ways.
Creative director Kaushik Vijay, along with his team at House of Blue Beans, has crafted an alternative to traditional photography that not only surpasses its limitations but also introduces unparalleled flexibility in advertising. By harnessing realistic 3D sets, CGI and photo-realistic rendering, which can be reused across various outdoor and patio furniture showcases, they have offered Lowe’s–one of the country’s leading home improvement companies–an invaluable, and unmatchable, asset. This innovative approach eschews conventional photo shoots, which are often fraught with prohibitive costs both in terms of time and money, alongside natural impediments such as unfavorable weather conditions or insufficient lighting.
He explains: “The company is a major, national retailer in the US that does billions of dollars in sales in the area of patio and outdoor furniture.” He was tasked to work closely with Lowe’s marketing to create content across channels to deliver new or refreshed content that would not only retain their existing customers but connect with the new generation of consumers while saving millions in cost and future proofing Lowe’s.
He came up with a creative solution, as it’s a mammoth task each year to ship furniture, accessories and products all across the United States to photograph products. The company would have to fly an entire crew of photographers, artists, talent, creative teams and the sets to the location to get one set shot per product. The process ended up costing Lowes Corporation tens of millions annually, so Lowe’s marketing was tasked with finding a solution. Kaushik and his team came up with a much more practical and cost-effective solution.
The essence of this transformation is captured succinctly by Kaushik himself when he notes: “We had a very technology and innovation-driven solution that allowed for Lowe’s marketing to reach out to us even at the last minute–resulting in a better quality of content compared to their competition, and in turn, driving higher sales conversions.” This statement underscores the agility and efficiency embedded within their model – attributes that are indispensable in today’s fast-paced market environments.
The collaboration between Kaushik Vijay’s House of Blue Beans and Lowe’s epitomizes a symbiotic relationship where technological innovation meets retail strategy. The capacity to overhaul product listings within a matter of a few days stands as a testament to this synergy. Such rapid catalog updates were previously unimaginable but have now been made possible through advanced graphic technology. Moreover, these visual offerings do more than just address logistical challenges; they evoke a desire among consumers to invest in new outdoor products by presenting them within stunningly crafted virtual settings.
Kaushik and his team created over 15,000 3D models to help solve Lowe’s listing problem. Together, they explored the content creation of this company, worth $100 billion, by leveraging immersive technologies. Kaushik worked with forward-thinking board members and executive team members to create content for all geographies and income groups in the US. It’s an insurmountable task to create content for a website like Lowes.com, which sees over 175 million visitors a month.
Kaushik’s ability to deliver innovative technology-driven content pipelines was a lifesaver in that this shift towards CGI renderings implies significant cost reductions for Lowe’s. Traditional photoshoots entail hefty expenditures not only due to the direct costs associated with hiring photographers and models but also because each setup can only be utilized once. In contrast, 3D visuals crafted by House of Blue Beans offer a sustainable model where once-created settings can be adapted or reused to showcase multiple products across different seasons or campaigns. It saved a lot of money for this company’s high-traffic website.
The impact on customer engagement cannot be overstated. High-quality images play a crucial role in online shopping experiences where tactile examination is absent. Through meticulously designed 3D renderings that highlight every intricate detail of their outdoor products, Lowe’s has managed to enhance user interaction with its offerings. Such detailed visuals ensure that potential buyers receive the closest possible approximation to an in-person viewing experience, thereby fostering trust and encouraging purchase decisions.
Moreover, this partnership allows for seasonal changes to be implemented swiftly into Lowe’s catalogs—a feature particularly beneficial given the dynamic nature of consumer trends and preferences. The ability to rapidly adapt visual content according to seasonality not only keeps the brand relevant but also positions it ahead of competitors who may still rely on more rigid production schedules.
Beyond operational efficiencies and enhanced customer engagement lies another significant advantage: environmental sustainability. By reducing reliance on physical sets and materials typically required for traditional photoshoots, this initiative contributes toward minimizing waste and conserving resources—a consideration increasingly important to eco-conscious consumers.
To explore more about how Kaushik Vijay and House of Blue Beans are setting new standards in digital advertising for outdoor living spaces, visit their website at houseofbluebeans.com. Kaushik Vijay’s collaboration with Lowe’s through House of Blue Beans represents more than just an innovative approach to product visualization—it heralds a new era where flexibility, efficiency, quality, and sustainability converge within digital marketing strategies for home improvement products. As companies continue seeking competitive advantages through technology-driven solutions like those provided by House of Blue Beans’, it becomes clear that we stand on the cusp of a remarkable evolution in how we perceive and engage with consumer goods—particularly those meant for beautifying our outdoor spaces.
Published by: Martin De Juan
