Product configurator – what it is and what it is for

With this software, it’s possible to use a wide range of options and features to create a unique and customized product. The configuration process takes several steps, where the user chooses all the preferred combinations, such as colour, shape, size, materials, features, accessories, etc. The configuration is visualized in real-time, in 3D or 2D.

There is also the ability to view the final price of the configured product, evaluating the value of individual components and possible combinations.
Price management is essential, especially for companies that have a large catalogue of products and various combination possibilities, it is facilitated by CPQ (Configure, Price, and Quote) technology.
This is a software feature that makes it possible to calculate and display a correct price, eliminating the error in price calculation.

Different types of product configurators can be used on different platforms and different devices. In an attempt to simplify, we have divided it into two macro types.

The product configurator can be divided into two main types according to features. The first subdivision is by-product visualization, where there are 2D and 3D configurators. The second is by purpose of use based on industry (B2B/B2C). Let’s see in detail:

• 2D or 3D, the 2D configurator uses real photos or high-definition renders of the product to be configured while the 3D configurator allows 360-degree visualization of the product through a faithfully created model using modelling software;
• technical or commercial: the former is a process optimization-oriented configurator usually used in B2B, while the latter is B2C sales-oriented.

The software is usually accessible from different platforms. Let’s see some platforms where it can be used:

• web configurator, no need for app installations;
• mobile: iOS, Android, smartphones and tablets
• desktop: PC, Mac, Linux

Not all configurators have complete portability, this depends on how the software is developed. In some configurators, some algorithms automatically optimize rendering quality based on the device being used.

The configurator is versatile and easy to use. With such a software tool, any configurable product can be managed, such as:

• apparel;
• footwear and accessories;
• motor vehicles (cars, motorcycles, boats, aircraft);
• furniture and furnishings;
• industrial machinery;
• industrial equipment;
• household appliances;
• devices of various kinds,
• much more.

The benefits of using a product configurator are many.

• the user can choose materials, combinations, colours, assembly, and more, so the product can be visualized in real-time and the ideal final configuration selected;
• no need for the physical product, all that is needed is a 3D model to make all the variants of the product;
• multilingual, the customer can choose the desired language and the configurator presents the final UI in that language;
• the web version does not need to be installed via app, just integrate it via the cloud to the website;
• the configurator can be integrated with augmented reality.

The configurator also solves several problems.
Let’s look at the main ones that can help companies improve technical and sales processes:

• improves the user experience by allowing the customer to customize the product easily and in the desired way;
• simplifies the sales process by providing customers with all the information they need to make a purchasing decision;
• it reduces errors in the construction and assembly of a product, thus lowering costs;
• since the end customer configures and visualizes the product they want to purchase in real-time, thus decreasing returns;
• the ROI (return on investment) increases, thanks to the decrease in errors and costs;
• a catalogue with vast choices is easily visible thanks to the configurator, and the customer can easily personalize the product to their liking;
• the catalogue can be easily updated. Unlike the paper one that requires to be redone every time there is something new, the configurator does not need to be completely revamped; it is sufficient to update the part related to new additions;
• presentation at expos or salons, thanks to the configurator, visitors will be more involved and you can show every model in the catalogue;
• always valid configurations: by using rules to create products with correct configurations, misunderstandings with the end customer are predicted.

To show the effectiveness and power of a product configurator, a demo was created that can be accessed at the link:

The configurator allows you to view all the possible combinations in the catalogue and choose the one you prefer. Ready-made templates can be used, to start from an already-defined base. In addition, we can see the CPQ running, which automates the calculations and shows the customer the final quote based on the chosen combinations.

Examples of web configurators

Here are some examples of 3D product web configurators, realized by Airlapp to customer needs: