THE DIGEST
Virtual Try-On Technology: Enhancing Online Shopping Experience to Drive Sales
Fashion, jewelry, and beauty products took a long time for people to start buying online en masse. Even today, these categories remain at the top of the list for returns and negative reviews.
Let's face it, a plate ordered online has a much higher chance of ending up in the kitchen and pleasing the buyer than sunglasses ordered online without trying them on and not fitting the face shape. Or lipstick that doesn't suit the buyer's color type. Or that ‘wrong’ shade of red that makes teeth look more yellow. Or earrings that turned out to be larger than expected and make the face look fuller. All of these are significant challenges for such "close to the body" niches.
But smart engineers, while not fashion trendsetters, understand these problems and have developed a technology that can earn you a substantial profit. Hello, Virtual Try-ons!
This article will discuss the possibilities this technology opens up for your business and provide specific examples of its use. I assure you, this is not something mega-complex and expensive. This technology is already available to medium and even small businesses. The main thing is to approach it wisely, study its capabilities, and set compelling tasks for its implementation. Let's go!
Let's face it, a plate ordered online has a much higher chance of ending up in the kitchen and pleasing the buyer than sunglasses ordered online without trying them on and not fitting the face shape. Or lipstick that doesn't suit the buyer's color type. Or that ‘wrong’ shade of red that makes teeth look more yellow. Or earrings that turned out to be larger than expected and make the face look fuller. All of these are significant challenges for such "close to the body" niches.
But smart engineers, while not fashion trendsetters, understand these problems and have developed a technology that can earn you a substantial profit. Hello, Virtual Try-ons!
This article will discuss the possibilities this technology opens up for your business and provide specific examples of its use. I assure you, this is not something mega-complex and expensive. This technology is already available to medium and even small businesses. The main thing is to approach it wisely, study its capabilities, and set compelling tasks for its implementation. Let's go!
What is Virtual Try-On Technology and How Does It Work?
Customer Retention Strategy
Virtual try-on (VTO) technology is an innovative tool that allows customers to see how products will look on them without physically trying them on. By using augmented reality (AR) and artificial intelligence (AI), this technology overlays digital images of products onto a live image or a photo of the customer. This means shoppers can try on clothes, accessories, makeup, and even eyewear virtually, from the comfort of their homes. Here’s a clear breakdown of how VTO technology works:
Image Capture
Feature Analysis
Product Overlay
Real-Time Interaction
Customization Options
Purchase Integration
Image Capture
- The process starts with the customer either uploading a photo or using their device’s camera to capture a live image. For instance, when trying on glasses, the customer’s face is captured through the camera.
Feature Analysis
- Advanced algorithms analyze the customer’s facial features, body proportions, or skin tone, depending on the product. For eyewear, the software examines the shape of the face, the distance between the eyes, and other relevant measurements to ensure a proper fit.
Product Overlay
- The selected product is digitally overlaid onto the customer’s image. The technology adjusts the product’s size, shape, and position to match the customer’s features accurately. For clothing, the digital garment will align with the customer’s body to show a realistic fit.
Real-Time Interaction
- Customers can move, adjust their position, or try different angles, and the virtual try-on software will track these movements in real-time. This interactivity ensures that the virtual product stays aligned with the customer’s image, providing a dynamic and realistic experience.
Customization Options
- Many VTO tools offer customization features, such as changing colors, styles, or sizes with just a tap or swipe. This allows customers to experiment with different variations and see which options suit them best.
Purchase Integration
- Some virtual try-on applications include direct purchasing options. After trying on a product, customers can easily add it to their cart and proceed with the purchase without leaving the app or website.
Benefits of Virtual Try-On Technology for eCommerce
Here’s an in-depth look at how VTO technology benefits brands:
Enhancing Customer Experience
Virtual try-on technology fundamentally transforms the customer experience by making online shopping more interactive and personalized. Traditionally, one of the major drawbacks of online shopping has been the need for customers to try products before buying. VTO bridges this gap by allowing customers to virtually try on clothes, accessories, jewelry, and makeup. For example, Sephora’s Virtual Artist tool lets users experiment with different makeup looks in real time.
Reducing Return Rates
High return rates are a significant challenge for e-commerce retailers. According to Appriss Retail, e-commerce returns accounted for $743 billion in lost sales for U.S. retailers in 2023. VTO technology helps mitigate this issue by allowing customers to accurately visualize how products will look and fit before making a purchase. This realistic preview reduces the likelihood of returns due to size, fit, or style issues, thereby streamlining logistics and contributing to a more sustainable supply chain. Warby Parker’s virtual try-on feature, for instance, has been effective in helping customers choose the right eyewear, significantly reducing return rates.
Increasing Conversion Rates: By providing a more engaging and confident shopping experience, VTO technology can significantly boost conversion rates. Nike’s virtual shoe try-on technology is a prime example, as it enables customers to visualize different shoe models on their feet, enhancing confidence in their purchase decisions and driving higher conversion rates.
Leveraging Social Media for Organic Growth
Virtual try-on experiences are highly shareable on social media platforms, creating organic marketing opportunities and expanding brand reach. Customers often enjoy sharing their virtual try-on sessions with friends and followers, which not only enhances customer engagement but also attracts new customers through word-of-mouth recommendations.
Gaining Data-Driven Insights
Another major benefit of VTO technology is the wealth of data it provides on customer preferences and behaviors. Brands can analyze this data to refine their marketing strategies, improve product offerings, and enhance the overall customer experience. By understanding what products customers are trying on most frequently, what styles are trending, and how users are interacting with the technology, brands can make informed decisions that align with market trends and consumer demands.
Supporting Environmental Sustainability
By reducing the need for physical trials and minimizing returns, VTO technology contributes to more sustainable retail practices. This eco-friendly approach aligns with the growing consumer demand for environmentally responsible shopping experiences, enhancing the brand's reputation and appeal.
Enhancing Customer Experience
Virtual try-on technology fundamentally transforms the customer experience by making online shopping more interactive and personalized. Traditionally, one of the major drawbacks of online shopping has been the need for customers to try products before buying. VTO bridges this gap by allowing customers to virtually try on clothes, accessories, jewelry, and makeup. For example, Sephora’s Virtual Artist tool lets users experiment with different makeup looks in real time.
Reducing Return Rates
High return rates are a significant challenge for e-commerce retailers. According to Appriss Retail, e-commerce returns accounted for $743 billion in lost sales for U.S. retailers in 2023. VTO technology helps mitigate this issue by allowing customers to accurately visualize how products will look and fit before making a purchase. This realistic preview reduces the likelihood of returns due to size, fit, or style issues, thereby streamlining logistics and contributing to a more sustainable supply chain. Warby Parker’s virtual try-on feature, for instance, has been effective in helping customers choose the right eyewear, significantly reducing return rates.
Increasing Conversion Rates: By providing a more engaging and confident shopping experience, VTO technology can significantly boost conversion rates. Nike’s virtual shoe try-on technology is a prime example, as it enables customers to visualize different shoe models on their feet, enhancing confidence in their purchase decisions and driving higher conversion rates.
Leveraging Social Media for Organic Growth
Virtual try-on experiences are highly shareable on social media platforms, creating organic marketing opportunities and expanding brand reach. Customers often enjoy sharing their virtual try-on sessions with friends and followers, which not only enhances customer engagement but also attracts new customers through word-of-mouth recommendations.
Gaining Data-Driven Insights
Another major benefit of VTO technology is the wealth of data it provides on customer preferences and behaviors. Brands can analyze this data to refine their marketing strategies, improve product offerings, and enhance the overall customer experience. By understanding what products customers are trying on most frequently, what styles are trending, and how users are interacting with the technology, brands can make informed decisions that align with market trends and consumer demands.
Supporting Environmental Sustainability
By reducing the need for physical trials and minimizing returns, VTO technology contributes to more sustainable retail practices. This eco-friendly approach aligns with the growing consumer demand for environmentally responsible shopping experiences, enhancing the brand's reputation and appeal.
Steps Brands Need to Take to Incorporate Virtual Try-On Technology
Incorporating virtual try-on (VTO) technology can revolutionize the online shopping experience for brands in the fashion, jewelry, and beauty industries. Here is the workflow to implement this innovative technology effectively:
- Identify the Right Technology Partner: Brands need to look for providers with a proven track record and expertise in augmented reality (AR) and artificial intelligence (AI). Companies like Designhubz, Folio3, and Modiface (L'Oréal) offer robust VTO solutions tailored to various industries.
- Define Objectives and Use Cases: Before implementing VTO technology, brands should clearly define their objectives and identify the specific use cases for the technology.
- Integrate with E-commerce Platforms: Integration with existing e-commerce platforms is essential for a seamless customer experience. The VTO solution should be compatible with the brand’s website, mobile apps, or even social media apps. This integration ensures a smooth and consistent user experience across all digital touchpoints.
- Develop High-Quality Digital Assets: Creating accurate and high-quality digital representations of products is key. Brands need to invest in 3D modeling and digital asset creation to ensure that virtual products look realistic and detailed. These digital assets must accurately reflect the physical products in terms of size, texture, and color to provide an authentic virtual try-on experience. Small businesses can collaborate with talented and passionate 3D artists-beginners.
- Train Staff and Optimize Customer Support: Implementing new technology requires that staff are adequately trained to manage and support the VTO tools. Customer service teams should be equipped to assist customers with using the virtual try-on features. Providing excellent customer support is essential to maximize the benefits of the new technology.
- Promote the Virtual Try-On Feature: To encourage adoption, brands should actively promote their new virtual try-on capabilities through marketing campaigns. This can include:
- Social Media Marketing: Showcasing the virtual try-on experience and encouraging users to share their virtual try-ons.
- Email Campaigns: Informing existing customers about the new feature and its benefits.
- Website Banners: Highlighting the virtual try-on tool on the brand’s homepage and product pages.
Real Cases of Brands Using Virtual Try-On in Retail and their achievements
L'Oréal
L'Oréal’s virtual makeover app uses AR to let customers try on various beauty products, from hair colors to makeup. Users can see how different products look on them before making a purchase. The app has driven higher user engagement and sales by offering a personalized shopping experience.
Ray-Ban
Ray-Ban’s virtual glasses try-on feature allows users to see how different sunglasses and eyeglasses look on their faces. The AR technology ensures a realistic and interactive experience boosting online sales.
Baume & Mercier
The Swiss watch brand uses virtual try-on technology to let customers see how different watch models look on their wrists. The tool allows for customization and real-time visualization. Customers can make more informed purchasing decisions, leading to higher satisfaction and fewer returns.
Wacoal
Wacoal’s virtual fitting room uses 3D body scanning and AR to help customers find the perfect fit for bras and lingerie. The tool provides personalized size recommendations and a virtual try-on experience. This has reduced return rates and increased customer satisfaction by ensuring better fit and comfort.
Farfetch
Farfetch’s virtual try-on feature allows users to see how luxury fashion items look on them using AR. This includes clothing, shoes, and accessories. The feature has increased customer engagement and sales by providing a realistic and interactive shopping experience.
L'Oréal’s virtual makeover app uses AR to let customers try on various beauty products, from hair colors to makeup. Users can see how different products look on them before making a purchase. The app has driven higher user engagement and sales by offering a personalized shopping experience.
Ray-Ban
Ray-Ban’s virtual glasses try-on feature allows users to see how different sunglasses and eyeglasses look on their faces. The AR technology ensures a realistic and interactive experience boosting online sales.
Baume & Mercier
The Swiss watch brand uses virtual try-on technology to let customers see how different watch models look on their wrists. The tool allows for customization and real-time visualization. Customers can make more informed purchasing decisions, leading to higher satisfaction and fewer returns.
Wacoal
Wacoal’s virtual fitting room uses 3D body scanning and AR to help customers find the perfect fit for bras and lingerie. The tool provides personalized size recommendations and a virtual try-on experience. This has reduced return rates and increased customer satisfaction by ensuring better fit and comfort.
Farfetch
Farfetch’s virtual try-on feature allows users to see how luxury fashion items look on them using AR. This includes clothing, shoes, and accessories. The feature has increased customer engagement and sales by providing a realistic and interactive shopping experience.
Virtual Try-On is a game-changer for the e-commerce industry, especially for 'close to body' niches like fashion, jewelry, and beauty. By enhancing the customer experience, reducing returns, increasing conversion rates, leveraging social media, providing data-driven insights, and supporting sustainability, VTO technology helps to achieve long-term success. Brands that adopt this innovative technology are well-positioned to thrive in the competitive online marketplace.
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