Suitability of XR technologies in the area of ​​marketing and sales of technical products

The suitability of XR technologies (VR/AR/MR) for use in the marketing and technical sales of machinery and equipment was thoroughly investigated. The market availability, technical feasibility, and economic conditions of suitable XR systems were analyzed and validated using real-world applications.

A key outcome was the development of a practical, reproducible XR sales process – from CAD data preparation and XR visualization to sales presentations.

The study demonstrated that XR-based presentations offer significant added value compared to traditional presentation methods, particularly for large and complex machinery (1:1 scale representation, functional understanding, configuration, and reduced logistics and trade fair costs).

In comparing the tested systems, Campfire3D and Twinmotion were identified as suitable XR solutions for SMEs. Campfire3D proved particularly well-suited for intuitive sales sessions and standard configurations, while Twinmotion offers advantages for photorealistic renderings and more complex configurators. Hololight Space was deemed less suitable for the use case under consideration due to its high costs and operational complexity.

Furthermore, concrete technical insights were gained, particularly regarding suitable CAD-XR interfaces (glb/glTF), the handling of animations, materials, and configurations, as well as existing technological limitations. Based on these findings, clear recommendations for implementing a cost-effective and low-risk XR approach in sales could be derived.

A machine manufacturer sells complex systems that are difficult to transport or demonstrate on-site. Customers want to experience, understand, and compare the machines before purchasing – ideally without long journeys or physical samples. Marketing and sales are facing limitations when it comes to presentations (e.g., high transport costs, limited demo opportunities, geographical distances).

XR technologies (AR, VR, MR) enable virtual product presentations, interactive demos, and immersive customer experiences. The goal is to systematically investigate the suitability of XR technologies for marketing and sales, to identify the current (2025) possibilities and limitations of these technologies, and to develop a recommended course of action for the company.