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How does Eccentric Engine with its One 3D Solutions help product owners and creators show what they make?

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Laxitha Mundhra
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The One 3D Platform of Eccentric Engine is helping democratize the 3D Visualization of vehicles. It helps its automotive customers provide authentic product visualization as ONE 3D integrates with OEM Websites to deliver immersive experiences on the Internet and mobile devices, Dealer Systems to deliver cinematic experiences at their dealerships or any other relevant touchpoint. A significant base of One 3D customers currently is Automotive OEMs, even more, relevant in absence of physical proximity.

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“We simulate in the digital world, how one is likely to explore a physical car. One 3D has enabled visualization of more than 65 Vehicles across touchpoints for more than 11 OEM partners. To name a few we work with Maruti Suzuki, Tata Motors, Nissan, MG Motor, and others including most recently have collaborated with Citroën,” states Varun Shah, Co-Founder, Eccentric Engine. With CiOL, Varun outlines how Eccentric Engine helps its customers 3D model what they create.

The Challenge

There were two key challenges. First, digitization in Automotive Retail still has significant gaps. Pandemic has impacted footfalls in dealerships, and the business viability of operating large setups has to be re-evaluated. On top of it, providing safe and engaging shopping experiences of this high value and emotional purchase continues to be the highest priority. This has forced the industry to think of alternate ways of attracted buyers and selling vehicles. The entire purchase process - Exploration, Consultation, Deal Finalization needs to be reimagined.

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Secondly, AR/VR was more of buzz words and unfortunately, its adoption has been lower than expected. The penetration of owning a device is limiting and sharing the same devices has its own challenges in current circumstances.

The Solution

We realized a couple of years ago that AR/VR has a long way to go before it is accessible to people. Till then, the only way to explore a car in its entirety on the web was using Videos or the 360 Image Turntable, which was just not Immersive. So, we thought -

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• “Why should 3D Visualization be restricted to AR/VR?”

• “What if there is a way to provide 3D Visualization, without downloading any application or using any external device?”

That was the genesis of Eccentric Engine’s visualization technology platform One 3D.

We help product owners and creators show what they Make. One 3D provides the Best-in-Class visualization of Products that is truly interactive. We wanted to democratize and bring such an experience onto the devices used by people, on the Browser, so that a potential buyer can check out the product easily without the need to download an application. Two things that make us stand out is our proprietary Compression that ensures the highest quality of visuals, within the lowest size to ensure it loads and performs well on a wide range of devices and Internet connectivity. We worked hard with our materials library for textures, finishes, reflections to provide best-in-class photorealism and compression helped us to provide an experience that felt Real.

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Take, for example, our latest launch of The 3D Configurator for Citroën C5 Aircross SUV, engages customers right from the start, resides on the company's website, and offers a cinematic experience of the Citroën Advanced Comfort Program, class-leading product features, and exciting accessories options to bring alive their true ATAWADAC experience for its customers. While developing Photorealistic CGI Images has been a common practice in the automotive industry, we democratized Photorealistic 3D Visualization for the Internet. This is the first in the Industry not only in India but across the world.

*ATAWADAC = AnyTime AnyWhere AnyDevice AnyContent

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ATAWADAC Experience of Citroen from Laptop Powered by Eccentric Engine ATAWADAC Experience of Citroen from Laptop Powered by Eccentric Engine

The results are overwhelming. Just within a 3-month launch of the 3D Configurator on the company website, the web engagement grew manifold and set new benchmarks. More than 250,000 people from multiple Indian cities such as Bengaluru, Delhi, Chennai, Hyderabad, Pune, and Mumbai were hooked online to explore the vehicle from the comfort of their own homes; we recorded over 38 lakh interactions and time spent was 5.9 Lakh minutes evaluating and considering the product. Such rich Analytics gives the right insights on Purchase Intent, Interest, and Trends.

Today, we are leapfrogging to understand how product exploration impacts the entire purchase funnel and transforms from only a visualization platform to one that will offer an omnichannel 3D ecommerce solution.

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The Team

Our team of 60 consists of people across expertise and domains. We bring together people from different expertise such as Visualization, Data Science, Analytics and the result is not just a visual treat but an easily measurable system. One thing that binds us all is Customer Obsession.

Varun and Gautum - Eccentric Engine

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The Implementation

Like any company dealing with Enterprise Customers, we saw huge inertia from the market in the initial days. However, we continued building and deploying products even when there were few takers. But we ensured that we made most of the opportunities that came our way.

Our role has evolved significantly to enable these omni-channel ‘Experiences’ for companies across sectors. We leveraged gaming and interactive technology and are the only company in India that is addressing this problem strategically, thanks to our One 3D Platform. Not only did we provide the visualization but work closely with our partners to ensure we can fit in their ecosystem and maximize business and take user experiences to next level with help of tech intersection. We will soon be bringing visualization with a layer of ‘assisted services’ for the sales experience to become even richer with co-browsing options.

The Results

One 3D has helped customers accelerate their sales and make every sale more Profitable. It has been well accepted by the dealer community as well, reaffirming our belief. With One 3D, we have made a significant impression with our customers in India and constantly rolling out new features in our proprietary platform to enhance the quality of sales consultations across touchpoints. Our expansion plans include making the tech available to serve International markets. We are evaluating news industry categories as content creators for other lifestyle product makers.

Finally, we want to make this progressive technology solution but also leverage the data to help understand the evolving consumer behavior, preferences, and patterns while exploring vehicles. Our 'One 3D' Platform qualitatively & quantitatively collected rich consumer insights to understand the ‘when, where & how’ dimensions of the consumer exploration pattern in the auto industry. In 2020, we launched our first trend survey on how consumers explored cars digitally. 76 lakh Indians explored cars digitally in 3D, which was compelling.

Not only that, a survey showed that enabler platforms like One 3D can help make informed and smarter buying decisions with the visualization that brings accuracy and can eliminate ambiguity – consumers get to buy what they see. The consistency is reflected in the fact that as many as 91% of customers who purchased a car at a dealership after exploring it online (Online to Offline model - O2O) chose the same model at the dealership as the one they had explored online. Such insights and more holds invaluable marketing and product insights for auto manufacturers.

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