One of the greatest barriers in e-commerce is that the customer never gets to try out the product before buying it, as opposed to shopping in a physical store.
This is why research, experiments and best practices often recommend large product images, product videos and 3D product tours to improve e-commerce conversions. All to simulate the experience of holding the physical product.
This will of course never come close to the experience of holding the product in your own hands, trying it out – or in the case of apparel, trying it on.
But with the rise of cameras in nearly every electronic device some smart retailers have found ways to use augmented reality to place the virtual products in the customer’s own life and environment.
Let’s take a quick look at 3 examples of this.
Watchmaker Neuvo have made an iPhone app that superimposes an image of their watches on your wrist. This way you get a feel for how the watch looks on your wrist.
Allposters lets you upload an image of your living room and then superimpose the selected poster on to your wall, giving you an opportunity to see how the poster’s composition and colors interact with the rest of your room.
This is taken one step further by Glasses Direct that goes beyond mere 2D superimposing and let your try on their glasses in 3D using your webcam:
While the methods vary greatly in technical complexity, they all change the customer’s shopping experience in the same way: they let the customer see how the product will look in their life.
This technique is of course most profound for e-commerce stores selling products where aesthetics are a major purchasing factor (if not the only), such as art, furniture, jewelry and clothing.
I predict that we will see augmented reality be used a lot more by e-commerce businesses to further blur the gap between virtual and physical shopping.
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Just wanted to make you aware that the technology exists to try somethng on before buying it online. Please see our Virtual Fitting Room which answers the biggest question for ecommerce apparel—-i.e. “What size am I?” We will reduce returns and, as you know, 60% of apparel returns are due to improper size.
Would love to discuss our technology further. It’s working in Europe and soon will be here in the US. Please email me at: email@example.com
Speaking of AllPosters we developed an Android application which is really using augmented reality to help you test the posters at home. Have a look at this video : http://www.youtube.com/watch?v=6dXif2XwvMY
It’s not the official application but it uses the whole database from AllPosters.
I’ve never seen the AllPosters site before, very cool! For other readers interested in how AR is used in print media as well here’s a good example: http://www.pfsweb.com/blog/incorporating-augmented-reality-into-ecommerce-strategies/
Great post. I really do believe that every advertisement made must come up with a very presentable images to get a drive for the consumer to take the product. First timers doesn’t get a taste or experience the product you are selling and that the clear images you put it is very vital to your sales.
Nice and Informative one. Yeah, I agree with you that one of the greatest barriers in e-commerce is that the customer never gets to try out the product before buying it and now augmented reality is solving this problem. the technology is reaching to the new heights, customer satisfaction is now the first priority and the competition is very high. now the development is playing a key role in augmented reality.
Well, examples are great but there are much more difficult and realistic examples of AR in ecommerce. For example cosmetics, it’s really hard to try on a mascara or a lipstick, but with AR apps like this one https://skywell.software/portfolio/cosmia-makeup-ar-app/ it become possible to try on beauty products online, and avoid the returns
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