How will retailers find a path to the metaverse? How can retailers leverage AR and VR along that path? It all starts with having a 3D product infrastructure, but what if all of your systems are designed for 2D and not 3D? How do you adapt your design process, your PLM, and your DAM to 3D when there are so many options? Meet Ashley Crowder, CEO and co-founder of VNTANA, the 3D infrastructure platform that is making 3D accessible to retailers and brands across design, development, sales, and marketing!

You’ll find out how Ashley is democratizing access to 3D across the retail business. Not only can this help retailers and brands deliver a unique customer experience but wait until you hear how 3D can help you reduce productions costs, eliminate product samples, and dramatically reduce your time to market for new products. 3D is here and before you need to worry about how you’ll leverage the metaverse, this episode will help you understand how 3D is the beginning of your journey to AR,VR and immersive commerce! And did we mention the cost savings to your retail business?

News alert! We’ve moved up to #18 on the Feedspot Top 60 Best Retail podcasts list - please consider giving us a 5-star review in Apple Podcasts! With your help, we’ll move our way up the Top 20! Leave us a review & be mentioned in future episodes! https://blog.feedspot.com/retail_podcasts/

Meet your regular hosts, helping you cut through the clutter in retail & retail tech:

Ricardo Belmar, a RETHINK Retail Top Retail Influencer for 2023, 2022 & 2021, RIS News Top Movers and Shakers in Retail for 2021, a Top 12 ecommerce influencer, advisory council member at George Mason University’s Center for Retail Transformation, and director partner marketing advisor for retail & consumer goods at Microsoft.

Casey Golden, CEO of Luxlock, and RETHINK Retail Top Retail Influencer for 2023. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!

Includes music provided by imunobeats.com, featuring E-Motive, and Overclocked, from the album Beat Hype, written by Hestron Mimms, published by Imuno. 

The Retail Razor Show

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Host → Ricardo Belmar,

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TRANSCRIPT

S2E11 Ashley Crowder - VNTANA

[00:00:00] ​

[00:00:19] Show Intro

[00:00:19] Ricardo Belmar: Hello, and welcome to season two, episode eleven of the Retail Razor Show. I'm your host, Ricardo Belmar.

[00:00:26] Casey Golden: And I'm your co-host, Casey Golden. Welcome to the Retail Razor Show. Retail's favorite podcast for product junkies, commerce technologist, and everyone else in retail and retail tech alike.

[00:00:37] Ricardo Belmar: We're back with another incredible retail transformer as our guest this week.

[00:00:44] Casey Golden: Yes, and I'm so excited to have with us someone who is transforming how retailers and brands embrace the new world of commerce with 3D, AR, VR, and mixed reality.

[00:00:55] Ricardo Belmar: If you're a retailer or a brand trying to experiment with the metaverse, or just trying to give [00:01:00] your e-commerce an edge with more visual product pages and 3D visuals of your products or just, you know, looking for ways to incorporate your products digitally in other channels using 3D technology.

[00:01:11] This episode is for you.

[00:01:13] Casey Golden: So let's welcome our amazing guest, Ashley Crowder, co-founder and C E O of VNTANA, the 3D infrastructure platform that is making 3D accessible across design, development, sales, and marketing.

[00:01:26] ​

[00:01:31] Meet Ashley Crowder - VNTANA

[00:01:31] Ricardo Belmar: Welcome, Ashley. It's great to have you here with us today.

[00:01:33] Ashley Crowder: Thanks so much for having me.

[00:01:35] Casey Golden: So just to start off, can you introduce yourself and share a little bit about how you got here and why VNTANA?

[00:01:42] Ashley Crowder: Yeah. So my background's in engineering. I went to USC Engineering school, which actually has a partnership with the military called I C T, where they fund research in 3D, AR, VR technology. So I got involved in the space. 15 years ago and [00:02:00] was like, this is gonna change the world. This is amazing.

[00:02:03] But there was no career path back then to do this sort of thing. So. ended up co-founding VNTANA with my friend Ben. And, you know, 10 years ago, again, like phones couldn't do AR, web couldn't do 3D. So we were building location-based mixed reality experiences for brands like adidas, Nike, Lexus, and others.

[00:02:24] And you know, we built a profitable business doing that, but nobody ever had the right 3D models for web-based or game engine applications. We would get these huge manufacturing design files that would take days or sometimes weeks of manual 3D artist time to fix and convert. And so we started writing software to help automate all this work for ourselves.

[00:02:48] And then in 2019 we said, you know what? Now that everyone's phone can do some pretty decent AR, every web browser can support 3D content. We should take this [00:03:00] software we wrote for ourselves and launch it as a platform to make it easy for anybody to instantly embed, share, 3D at scale, you know, anywhere they want.

[00:03:10] So, long story short,

[00:03:13] Ricardo Belmar: So, Ashley, why don't you tell us a little bit how do companies use VNTANA?

[00:03:17] Ashley Crowder: Yeah. So today we work with a lot of apparel and footwear brands who design in 3D today. So apparel tends to use chlo and browse wear. Footwear tends to be key shop moto. Some people use 3D S Max. Whatever program you're using the minute you start to have, you know, hundreds or some of our clients, thousands of 3D assets, some of their IT infrastructure starts to break down.

[00:03:41] So most of their existing P L M or DAM systems were only built for 2D assets. And so, you know, they're kind of in this quandary of like, how do I easily manage and distribute these 3D designs within my internal company just for line planning, reviews, merchandising how can [00:04:00] I easily share them with buyers so I can replace physical samples?

[00:04:03] And then, you know, how do I get them on E-com? So, That's really what our software comes in. So we wrote patented algorithms that can take these really big 3D files and shrink them down up to 99%, but they still look the same. so we can help you meet whatever specs of whatever end use case you're trying to go to with 3d.

[00:04:24] So we get rid of all that manual work. And then it's all housed in our cloud content management system, which you can integrate into your existing dam, PLM or other platforms. So you don't have to replace your IT infrastructure as an organization. You can just quickly upgrade what you have to handle 3D at scale.

[00:04:45] Casey Golden: That's awesome.

[00:04:47] Ricardo Belmar: Wow, so. Can you tell us a little bit about you know, what kind of results your customers are getting? Because just listening to you now, I, I'm just automatically thinking of that there has to be a pretty sizable time savings, right. In any of [00:05:00] these kind of activities with, with what you're allowing your customers to do.

[00:05:03] Ashley Crowder: Yeah, I mean, we're, we're definitely built for that, that scale problem. You know, a lot of people might start with a POC and they're like, oh, we, we did it ourselves. We did 10 3D models. We're like, great, you know, cl clients like Hugo Boss launched 40,000 products a year. You need some automated software to, to be able to do that.

[00:05:20] So most clients start using us within that design and development process. So wi within that people like VF Corp, they've been able to upload 2,500 assets. In a couple minutes. They have all the shareable links and file formats they need to deploy in any end use case application. So I know you know, other clients like Adidas, they were able to accomplish in one hour what used to take them six weeks, of manual work.

[00:05:47] So definitely a huge time saving. And then kind of the next step is people are, are using us to replace physical samples. So you can quickly, you know, with a click of a button, create a 3D line sheet you can share with a buyer. And so we have [00:06:00] other clients like this, children's clothing brand they've been able to fully replace their physical samples with using our software.

[00:06:07] And so they're saving about a hundred thousand dollars per season. And 4.4 tons of carbon, which is pretty cool, uh, that they calculated. And so, you know, that's all in that before you even get to the consumer experience. And then the consumer experience 3D just gives. them such a better understanding of the product.

[00:06:28] Clients like Stodd saw returns decrease up to 60% which was pretty amazing. And then we've had other, you know Diesel's used us live on their e-com site. They saw the average cart value increase really significantly and the conversion rate increase with 3d. So yeah, it, it really helps you across your entire product life cycle.

[00:06:49] Ricardo Belmar: That's amazing. I mean, you know, we, we focused on that customer side of it in the intro, but just hearing all of the things that you mentioned there really is a, a powerful impact just [00:07:00] across the business. E even you know, you mentioned the carbon savings, so there's even a sustainability impact.

[00:07:04] There's an environmental impact. You've got operational process savings, it sounds like. You know, I love, love the example of replacing physical samples cuz then there's automatic cost savings as well. And we always hear in media reports, right? With this kind of technology, just the customer facing piece that you're highlighting, a lot of other internal process areas that really create a lot of savings,

[00:07:26] Ashley Crowder: Oh yeah. And, and I mean I still talk to brands all the time with, you know, samples are always late, right? , they're always a pain, they're always late. And even I was talking with this footwear client saying, you know, some retailers. don't wanna meet in person anymore. You know, everybody got used to working from home and I think it was R e I don't hold me to that, but they were like, yeah, we don't wanna do internal, just like send us your digital stuff.

[00:07:51] Well, like how do you stand out? Like being able to show, you know, true 3D interactive models and AR, it's like it's sitting on your desk, you know? And [00:08:00] we've got other people who, you know, you might always still make a few samples, but there you don't need to make all the colorways. So maybe you have one shoe or one article of clothing, but then all your colorways are in 3D and you can share, you know, that 3D configurator with them.

[00:08:13] So yeah, there's huge benefits and we, we actually did a really great case study with Merrell as well. So, you know, they estimate about 81% cost savings and one month increased speed to market using VNTANA. So that, that speed to market is really important too, cuz you know all that back and forth with before a physical sample.

[00:08:35] You make a sample, you ship it, well, I want these changes. Go make another sample. Well now that can happen so much faster.

[00:08:43] Casey Golden: I mean, it's, the speed to market is a really big deal. Just being able to get through that process faster. I mean, I feel I would go to market literally with 250 printed CADs

[00:08:59] Ashley Crowder: Wow. [00:09:00] Yeah.

[00:09:01] Casey Golden: I don't have samples yet, and we definitely did not sample the entire line. Right.

[00:09:06] Ashley Crowder: Mm-hmm.

[00:09:07] Casey Golden: You'll get to see that later, like in like four months.

[00:09:10] I need to sell it in now. And so literally sitting there with little pieces of paper and clothes, happens.

[00:09:17] Ashley Crowder: Yeah.

[00:09:17] Casey Golden: Merchandise disturbments together, . So a lot of people don't really realize what people are doing at work before the customer ever sees a product.

[00:09:30] Ashley Crowder: oh yeah. Like a year 

[00:09:32] Casey Golden: They're hard jobs,

[00:09:34] Ashley Crowder: Yeah.

[00:09:36] Casey Golden: and very, very, very oftentimes still archaic in a lot of ways. Do you have a focus point kind of where you start with the company to say like, this is where you can kind of get the biggest ROI out of the challenges that you're, that they're trying to solve? Because I'm sure that when you go in to talk to a brand for the first time, you're able to identify really where, what challenges [00:10:00] or where in their business you can kind of make the highest impact for like a day one project. So if our listeners are, are thinking about this and find it intriguing, where do people start and start at a, in a way that they can get that roi.

[00:10:16] Ashley Crowder: So we're generally starting with brands when they are designing in 3d. So they're using CLO brows, you know, key Shop, Moto one of these programs. If you're not there yet, that's where I would start. So if you are an apparel company, look into CLO and browse ware. Those are like the two, you know, best programs.

[00:10:36] They each, you know, they're, they're different. But they're both great. So, so check 'em out. For footwear you can generally get Rhino files from your manufacturer, and then you're taking those into a program like KeyShot, I, I think, is much easier to use than Moto. But in KeyShot you can do the uppers and, and create all your different colorways.

[00:10:53] So, so I would start there. We also sometimes help create 3D models for people who are just getting started. So sometimes [00:11:00] brands are like, yeah, like we're starting 3d, but like, we don't have enough bandwidth. We have one 3D person for all this stuff. So, so we, we can help create 3D models for you.

[00:11:08] And then we're really, y you know, we really were with that like design and B2B sale, that's where everybody starts. Because if you can say, look, I'm gonna reduce my samples by x, I can increase speed to market by y. That's a very clear value proposition for your organization. And then you know that, that kind of next step is using it for e-commerce.

[00:11:28] So once you have 3D models on VNTANA, we help. , get them anywhere you want. And, and it's all included. It's instant. One of the big things I'm really excited about is our, our work with Google. And so we're starting, well, one, if you have a 3D viewer on your e-commerce website, we can make sure Google sees that 3D model.

[00:11:50] Just like Google sees the 2D images and videos that help with your seo. , they can now see the 3D models, which will help with your seo. And then we can [00:12:00] also we've got early access to published 3D to Google search. So you know, they're, it's not available to everybody yet. They're doing some A B testing.

[00:12:08] But if you were to search for, you know, just an example like Merrell Shoe, like you might see a 3D version of that. And so far they're seeing a 6% higher click-through rate with 3D compared to

[00:12:20] Ricardo Belmar: Oh wow.

[00:12:21] Casey Golden: It's a great way for Google to be pushing innovation.

[00:12:25] Ashley Crowder: yeah, and it's just organic search to 

[00:12:27] Ricardo Belmar: Right, 

[00:12:28] Ashley Crowder: So, and it makes sense. I mean, 3D is just the, it, it's the next evolution of digital content, right? So,

[00:12:38] Ricardo Belmar: Yeah, so just thinking about that, I mean, do you see 3D content like this for, as sort of a, becoming the standard asset that replaces the, the 2D versions, especially once you layer in what Google's doing on search for that? You know, plus anyone working with you that's putting this content on their e-commerce site, do you, do you see this becoming the standard because it's gonna, you know, you mentioned the stat that I picked up on [00:13:00] earlier about lowering your return rates from this, which has become huge now for online retailers.

[00:13:04] So do, do you think this is gonna be the new standard

[00:13:06] Ashley Crowder: A hundred percent. I mean, it's, think about like when, when web first started supporting video, right? And now it's like, if you don't have video as a brand, what are you doing? You know, like that. That's like everywhere. Everywhere. So 3D is, is that next evolution, right? It it is just more interactive. It's more engaging.

[00:13:26] It's showing the product better. On top of that, like. We always talk about 3D as the highest level asset. If you have a 3D model, I can create all the 2D content I want. So, you know, I can generate a product shot from every angle automatically. You know, we're, our team, just like the rest of the world, is like fascinated by all this AI technology that's now out there.

[00:13:48] And we're playing around with like, okay, well, like I, I have this 3D model. This Stodd purse, can I automate 2D images of this purse on a bar, this [00:14:00] purse on a yacht? Like, can I automatically generate all these product lifestyle shots? Like this is where all this is going, right? Uh, and at the end of the day, it's gonna be huge cost savings and better consumer experience

[00:14:13] Ricardo Belmar: And better time to market with that.

[00:14:14] Ashley Crowder: Yeah.

[00:14:14] Ricardo Belmar: So then let's, let's keep going on, on that theme. So in addition to the 3D versions of the product becoming sort of the standard asset, let's say for e-commerce we've already kind of talked about and hinted a few other uses for that, that you've brought up. Where, what do you think is next? What do you think comes after that?

[00:14:32] What's the next thing that you see retailers going for? Once you have all of this capability?

[00:14:37] Ashley Crowder: Yeah. And, and I mean, again, I think you know, step one, it's, it's speeding up to the design process. It's resulting in better products with better fit because 3D just gives you, you know, that better initial design to work off of. You're replacing samples, so you're saving money, increasing speed to market, reducing carbon footprint, and then 3D on E-com is reducing [00:15:00] returns, increasing conversion rate.

[00:15:01] But then we can go into all these virtual worlds, right? Like so I'm sure many of you read the the Wall Street Journal article. Every kid is spending all their allowance in Roblox, which is true like my friends can all attest that that's where all their kids' allowance is going. Um, but, but it's true. Like kids aren't going to meet at the mall anymore.

[00:15:23] They're like going online and meeting in these virtual worlds, and that's where they wanna look cool. And that's where they're spending money on their, their digital avatar. And you know, the two biggest worlds right now are, are Roblox and Fortnite. Fortnite has, I think 300 and 30 million daily active users, which is pretty crazy.

[00:15:42] Um, Roblox Roblox, I think is like a 10th of that. Roblox is like 36 million da daily active users. But either way it's like huge, right? Like if you're a brand. , you need to be there. If you wanna remain relevant and what we're trying to do at VNTANA I is help automate that so [00:16:00] we can take your existing design and instantly deploy a version in Roblox or, or Fortnite. Because right now, you know, only the huge brands like Nike, Walmart have, have just custom built these Roblox worlds from the ground up. Yeah, well that's great. Like how much money does that cost? So not every brand, you know, could have access to that.

[00:16:18] So we're trying to help automate getting designs in there. I think another thing that's really cool iHeart Media created iHeart Land in Roblox, and they have programmed content every day of the year. You know, they're a radio station, that's what they do, but they, they have this like virtual concert every day in Roblox and just like a real concert.

[00:16:40] If you're a brand, I believe you could do a deal with them for, to do, do a branded sponsor. And I think that's a really cool way to start small. Yeah. Like, you don't need to build your, build your own world like Nike, but you could participate in, in iHeart land, which is cool. So you know, I think this is all really relevant.

[00:16:58] You know, everyone obviously like [00:17:00] the, the N F T and crypto market had like a huge plunge. But, but the technology is gonna be around for a while because what , what crypto and NFTs enable is this interoperability. So right now I can buy a Gucci person, Roblox, but it's stuck in Roblox. I can't take that anywhere

[00:17:20] Ricardo Belmar: Mm-hmm.

[00:17:20] Ashley Crowder: With blockchain, I own that Gucci purse and I can take that with me in my wallet into Fortnite or into these other virtual worlds and. You know, that's coming and that's exciting because it really helps, I think, increase the utility of these digital goods. And then, you know, the really creative stuff I've, I've seen too is it's, it's almost people are using crypto and digital goods as like a rewards program.

[00:17:45] Right. So you can earn, earn different, you. I'm just making this a Versace coin and then you, you get that. Then I get my robot Versace purse. But it's kind of like building this you know, cult following for people [00:18:00] and, and just with like fun digital giveaways. So,

[00:18:03] Casey Golden: Yeah, I'm really excited to see more of the brands coming together to wrap around the customer. And I think that that's something that the Metaverse does really well, that we just kind of fail to do here in the real world. There's so much more of a competitive landscape rather than a community. So I think that that's one of the big takeaways that I'm really excited to see over the next five years is just seeing these brands that used to hang together, actually start playing together.

[00:18:29] When you're looking at the future of retail in, in five years, eight years cuz we don't come on. They're slow to adopt. Um, what world are you, are, what world are you envisioning that like as a founder that you're working towards? Like this is the version of the world that you see and everybody kind of needs to take step one and you're really helping them with Welcome to the future.

[00:18:57] Ashley Crowder: Yeah, I mean, [00:19:00] I, I see all these amazing interactive 3D consumer experiences with 3D and augmented reality. On e-commerce as well as that same 3D asset within these virtual worlds. So maybe, maybe if you buy a Nike shoe in the real world, it comes with that 3D version of the shoe that you can take in all these virtual spaces.

[00:19:23] So your, your virtual avatar can be like your real life, you know, dressing. Um, but in order to do that, and in order to do that at scale, , it's so essential that it starts with that design and so that every brand is like designing in 3D and using that across the retail value chain. Because that's the only way it's gonna work if you're re if you're having to recreate assets for every end use case.

[00:19:48] It, it's just not feasible or scalable. It's gonna

[00:19:50] Ricardo Belmar: It's not scalable.

[00:19:51] Ashley Crowder: Yeah. So so you know, that's what, you know, VNTANA is trying to do with like our automatic optimization to convert what you have into whatever you [00:20:00] need. And then we're also part of the Kronos group, which is a non-profit pushing standards for 3D to make this easier.

[00:20:07] So, we have the JPEG of 3D. So everybody can can handle it. It's interoperable. Everybody takes the same thing. And there's startups like us in it, but also huge companies like Wayfair and Microsoft and Nvidia and Autodesk. So there's a lot of people working together to kind of push these standards and, and make it easier for everybody.

[00:20:28] So that's what I think is really important. And if you're a brand. Don't be afraid to, to test stuff out. Like that's the beauty of digital is like you can do ab testing and remove it. It's okay. Like don't be afraid. It's , you know? That's my, my biggest thing. Just make sure you set up and test right. Um, cuz then you'll learn and grow and, and, you know.

[00:20:50] Casey Golden: I'm, I'm thrilled to see so much more software coming in that is becoming more standardized. And more [00:21:00] scalable where the goal is to get it in and allow it to scale out so we can just move faster, right? We've moved pretty slow over the last 30 years when it comes to the internet to a static e-com store.

[00:21:14] Like we haven't , we haven't really done much, um, in that, in that time period because this backend enterprise technology problems, I feel, you know, we a lot, this makes a huge.

[00:21:26] Ashley Crowder: Yeah. You know that legacy IT infrastructure, right? And, and we talk with so many clients who are like, well, I'm, you know, doing my PLM upgrade that's gonna take a year and a half. And

[00:21:36] Ricardo Belmar: Right, exactly.

[00:21:38] Ashley Crowder: OK, . So so, and that's like our whole, that again, why we exist is, okay, well, we're headless. We can, we can upgrade your system to 3D in a day.

[00:21:47] We, we can integrate both on, there we go. You don't need to. Try to rewrite everything or replace stuff. Let's just like, you know, upgrade what you have. Because yeah, these legacy systems are [00:22:00] just hard to get rid of and you don't wanna do employee training of, of new products. It's hard. And yeah, so we're, we're trying to just plug in there because yeah, at the end of the day, every system was built for only 2D content in mind, and 3D just has its own, you know, you need a 3D viewer if you're gonna see 3D on the.

[00:22:17] You need certain file formats if you're trying to do iOS first Android, because Apple always has to be different . So,

[00:22:24] Ricardo Belmar: Right, right.

[00:22:25] Ashley Crowder: you know, but, but we help automate that. And I'm kind of jumping around, but I know, uh, uh, just like another suggestion for brands who are starting to design in 3d, I think a, a big thing is to have a material library a consistent material library that your whole team uses to make sure.

[00:22:44] you know, if, if someone's designing a brown leather bag, your other designer is using the same brown, right? In the same, same material. And you know, we've got the, there's companies that will scan their own materials using a product like Visu. [00:23:00] Or you can use Adobe Substance. Adobe Substance has thousands of digital materials that are great and amazing. So that's, that's another place you can start, that's not, you know, very expensive. So.

[00:23:14] Ricardo Belmar: Yeah, a Ashley, let me ask you another question too. As you mentioned a couple interesting things there. What. What's holding back most often? You know, when you start working with a new customer, what are you running into as are the top things that are holding them back and kind of preventing them from really embracing 3d?

[00:23:31] You mentioned a few things earlier, but I'm just curious you know, is it that legacy IT infrastructure that they feel like they have to overcome before they can get into this new field? Or are there other things, you know, one of the most common things you, you see that are, are really holding everyone.

[00:23:46] Ashley Crowder: Yeah, so I'd say you know, initially it's that just skillset of designing in 3d. So, you know, there, there's a lot of. programs out there, both CLO and browser provide great training materials. They do different [00:24:00] webinars. We actually do monthly webinars now to train people on like, you know, different 3D techniques.

[00:24:05] So, so there's that training aspect. Merrill actually has a really great program. So they when they hire students at a school, you know, they're all coming in knowing 3D and software, but like, you know, , they're very green. And then they pair them with this mentor program, with these older designers you know, who've been doing it forever in the company who can teach them more, you know, the, the, the traditional design skills they need, but it's just like pairing.

[00:24:29] That's perfect, right? So then they can learn more of the 3D stuff. So I thought that was brilliant. So, so that's initially it, and then once, once you have that 3D design in. , then it's like, oh yeah, crap. We have a thousand 3D models. We can't store them in any system that we currently have. Like what do we do with this?

[00:24:47] And like the digital product creation teams we talked to, they're like, yeah, I did all this beautiful work in 3d, but I'm sharing 2D screenshots cuz there's no way I can like, Share a 3D model with someone. I'm like, that's [00:25:00] awful, like

[00:25:01] Ricardo Belmar: Yeah.

[00:25:01] Ashley Crowder: So yeah. So that's, you know, that's when we come in and help and automate that workflow and make it easy for anybody to view and share and collaborate in, in 3d.

[00:25:10] But, but yeah. And then the third I'd say you know, people are just sometimes afraid to try new things. So I'd I'd say, you know, design, you know, work with your, you know, Customer experience team on designing, you know, specific ab tests and, and say, you know, clarify what you're trying to define success as.

[00:25:31] You know, before you start the all stuff people know for changing any UX design, right. But, but like, you know, apply it to 3D and do it. And you know, we've, I've continually been surprised at you know, even better outcomes than I thought with, with certain clients. But on the flip side of that, sorry. I will say like, don't be afraid. Like I have like some clients who are like, yeah, we did 3d, but it was like buried on the website because we were kind of like afraid. And I'm like, well, this is like destined to fail, you know, . [00:26:00] So don't do that.

[00:26:01] Ricardo Belmar: They were setting themselves up to fail that way.

[00:26:03] Casey Golden: I see that a lot actually. A lot of the innovative things that they're doing, there's this level of fear of putting it front and center because of this, gosh, fashion has the biggest fear of failure of any industry like God. Goodness gracious, I'm not putting it up front. We'll bury it here and see what if people like it.

[00:26:23] I'm like, that's a terrible guide. Like that's a terrible score. Like put it front and center. There's been some brands that have launched some more immersive experiences or the 3D and they're using a different URL and they're putting it in marketing to take you to a different u l of the brand to keep you away from the limelight, but to do some testing.

[00:26:46] And, I find it very interesting because, you know, coming iin from more on the innovation and the tech side and that culture, it's pushed forward with full force and fail fast and iterate. And that's [00:27:00] just not the, the culture that the retail industry has been able to embrace over years. So I see that starting to change more.

[00:27:09] Ashley Crowder: Yeah, I mean, it's definitely changing and I think, you know, people see first movers have first mover advantage. Um, you know, I, I've watched a lot of, like Gary Vaynerchuk's videos, love him. He is like, you know, built this like huge empire, but it started with his family wine business. And when email first came out, he was like, oh, I'm gonna advertise with email.

[00:27:31] You know, this is when like no one was getting emails. So you actually opened everything.

[00:27:35] Ricardo Belmar: read them

[00:27:36] Ashley Crowder: You know, and he like, yeah. Yeah. It was exciting

[00:27:41] Ricardo Belmar: got email.

[00:27:43] Ashley Crowder: Yeah, it was. And, and he like 10 Xed his family wine business by like the first ever email marketing, right. . And then, you know, ended up growing this, this huge marketing empire.

[00:27:57] But because he's not afraid to move first and he [00:28:00] sees these new technologies and he implements them and iterates and tests and, and there's a huge advantage to be that first mover for this stuff.

[00:28:07] Casey Golden: Yeah.

[00:28:08] Ricardo Belmar: Is, is that one of the things you see when you start working with customer and they get you know, more used to using the tools that you're providing? Do you, do you see their confidence improving when it comes to 3d and do they get, or do customers get more excited when they, you, you've given them one success through the system and now do they want, are they ready to jump in right away and find the next thing that they can do with this and succeed at that, and then keep building and building?

[00:28:32] Or do they still, do you still see retailers kind of having a very tempered approach and trying to go a little bit slower, even though they got that first success. But they're still cautiously approaching the next one.

[00:28:41] Ashley Crowder: Yeah. And, and I will say, I mean our you know, we have an amazing team of like 3D experts who come from like the game engine space and, and look, I get it, 3D is, complex and new. And so, you know, we, we almost end up coming and, and being consultants, some, and, you know, we, we can give you all that information and [00:29:00] explain how this will all work to give you that confidence.

[00:29:02] And, and with almost all of our clients, you know, that, I think that's why what we start with that like design and development phase and really show them, hey, like this is how you can easily manage and share. internally, and they see that, you know, save time and costs and, and improve speed to market. And so then, and then they start using it with the sell-in meetings and wholesale, and the buyers love it.

[00:29:26] So they're like, okay, this is great. And then they go to, to consumers. That tends to be the general path right. But, you know, I don't know. D Diesel went e-com first. They were great. I mean, they're, they, they're very innovative.

[00:29:39] So 

[00:29:40] Casey Golden: very forward

[00:29:41] Ashley Crowder: yeah.

[00:29:42] Ricardo Belmar: Yeah.

[00:29:43] Casey Golden: No, I think that's great. I mean, I have seen a lot of innovation in the PLM industry. just in general. Like I've seen hologram, like insane hologram technology and it's come out of a PLM company, you know, so the consumer won't see it for years, [00:30:00] but some of the capabilities and some of the things that are possible, definitely the innovation is happening internally for internal tools.

[00:30:10] And I think it's important that just more people know that it's coming, and in most cases it's already here and you just don't know about it because it is happening internally.

[00:30:21] Ashley Crowder: Yeah. And, and it is coming, I think this year we're gonna see way more 3D on consumer facing experiences, whether it's e-commerce part, partially because of what Google's doing. You know, Amazon is also starting to do 3D and ar. We have an integration so we can publish 3D to Amazon store. Not available to everybody yet.

[00:30:40] But you know, I, I think as, as big players like Amazon, Google, and others start to offer 3d, it, it just becomes the standard that much faster, you know?

[00:30:52] Casey Golden: It's amazing.

[00:30:53] Ricardo Belmar: Right. And so Ashley, we just, one, one last thing before we close this out here, if you could leave listeners, and, [00:31:00] and viewers who will be watching on the, the YouTube channel with one key takeaway from everything we've talked about. What, what would that takeaway be?

[00:31:06] Ashley Crowder: 3D is here. , and don't be afraid to experiment. It is adding real value to the bottom line of businesses today. So, you know, 3D is not just the future metaverse Roblox stuff, which yes, I, I love that as a gamer and excited, but it is, you know, saving costs by replacing samples, increasing speeds of market, improving your consumer experience just on your e-comm site, right?

[00:31:35] Like this, you don't, you don't have to go VR all the way . You can do the baby steps. So,

[00:31:42] Ricardo Belmar: Yeah, go in, go in steps, and go in steps. a Ashley, this has been an amazing discussion. we can't thank you enough for joining us today and having this conversation about what you're doing and what VNTANA is bringing to retailers and brands with 3D capability.

[00:31:55] Ashley Crowder: Yeah. Thanks so much for having me.

[00:31:58] Casey Golden: Hundred percent. I'm so [00:32:00] excited for this space to grow and to watch brands translate 3D aspects into their business. I just hope our listeners were inspired, intrigued, and with the value of 3D assets. It's time to wrap up this episode and wrap up 2D

[00:32:17] Ricardo Belmar: It is that time.

[00:32:24] Show Close

[00:32:24] Casey Golden: If you enjoyed our show, please consider giving us a five star rating and review on Apple Podcasts. Remember to smash that subscribe button in your favorite podcast player so you don't miss a minute. And if you wanna know more about what we talked about today, take a look at the show notes and handy links for more deets.

[00:32:43] I'm your co-host Casey Golden.

[00:32:44] Ricardo Belmar: And if you'd like to connect with us, follow us on Twitter at Casey c Golden and Ricardo underscore Belmar, or find us on LinkedIn. Be sure to follow the show on Twitter at Retail Razor on LinkedIn, and on our YouTube channel for the latest updates and content. I'm your host, Ricardo Belmar.

[00:32:59] Casey Golden: [00:33:00] Thanks for joining us.

[00:33:01] ​

[00:33:04] Ricardo Belmar: And remember, there's never been a better time to be in retail if you cut through the clutter. Until next time. This is the Retail Razor Show.