Report • 05.05.2021

More than just a technical gimmick: augmented reality in retail

How to bring your retail space to your customer's home

When the shop doors have to remain closed due to pandemic regulations and customers switch to online offerings, the digital shopping experience from smart devices should be made as eventful as possible. This is where the use of artificial intelligence comes in. Augmented reality (AR) can be used to virtually recreate the real shopping experience with ever greater realism and detail. But can it also replace the real thing?

digitale woman stands in front of mirror that looks like a big smartphone...
Source: PantherMedia/vectorstudi

Trying on clothes without actually trying them on

The shift of shopping to the online world also represents an opportunity for retailers: for example, to expand their range with digital testing and fitting options. 

Digital size finders and advisors as well as clothing try-ons using avatars are on the rise in the fashion industry. Virtual try-on options are also available for shoes. The included consulting feature helps customers with their purchase decision and represents a playful alternative to classic online shopping. In addition, this type of technology offers another advantage: the probability that customers will purchase a product that fits increases thanks to the new service. As a result, the number of returns decreases significantly. This pays off not only from a financial perspective, but also in terms of sustainability and resource conservation.  

Frau mit Mundschutz testet virtuellen Make-Up-Look
Source: Screenshot of a YouTube video by Perfect Corp

Virtual make-up looks

AR can also help to further optimize the customer journey in the field of cosmetics. Particularly during the pandemic, it is difficult for customers to try out cosmetics. The virtual testing of a make-up look can help here. Therefore, the user first scans his or her face with the camera of a smartphone. Then the digital replica of the person can be made up and styled as desired. Virtual cosmetic samples are also possible on social media platforms such as Pinterest and Snapchat. The advantage of Pinterest: the users are purchase-oriented. Consequently, using such platforms to present their products can help to increase a retailer’s reach.

Trying on glasses – but slightly different

The virtual fitting of glasses is not entirely new, but it is also constantly being optimized. Whereas a few years ago users could only project the model of their glasses onto a two-dimensional photo of their face, they can now record a video of their entire head and then see the fit of the glasses from other angles – even in real time. In the above-mentioned industries, one can observe a constant perfection of the functions of AR.

womens face covered with virtual buttons
Before trying on the virtual glasses, the user's face has to be rendered for a few seconds
Source: IXtenso

Which sofa would you like to buy?

However, the use of AR is also becoming increasingly popular in the furniture and automotive industries. With the help of the smartphone camera, objects can be projected into one's own environment. The results of a 2018 survey show that more than half of participants would like to see what the product – for example, a new sofa in their living room – looks like before making a purchase.  

As the Corona pandemic severely limits real-world product testing, another study found that demand for virtual alternatives is on the rise. The use of AR is therefore much more than a technical gimmick. With the help of a smartphone, sales areas can easily be transferred to the shopper's own home.

In addition, the previous approaches offer retailers the possibility to draw conclusions about their offer by analyzing user behavior, orders and returned goods and to further improve the customer experience or the assortment if necessary. 

The constant optimization of the virtual shopping experience is therefore not only beneficial for retailers in terms of sales. The use of AR also helps to offer customers a new kind of shopping experience and to tie them to their brand in the long term.

Author: Elisa Wendorf

related articles:

popular articles:

Thumbnail-Photo: World Class Retail Store Transformation 2022 conference...
11.01.2022   #retail #digitization

World Class Retail Store Transformation 2022 conference

First-mover retail- and customer-focused companies across Europe to come together in Frankfurt on 2022, August 25-26

Leading retail- and customer-focused companies in Europe will gather at this year’s World Class Retail Store Transformation 2022 conference, to be held on 2022, August 25-26 in Frankfurt, Germany. The 2022 edition of the World Class Business ...

Thumbnail-Photo: Benefits of Self-Service Payment Solutions & How They Can Help Improve...
20.12.2021   #supply chain management #delivery

Benefits of Self-Service Payment Solutions & How They Can Help Improve Customer Experience

They can also offer convenience, flexibility and some greatly needed assistance in relieving queues.

Self-service checkouts are now commonplace – we see them almost everyday in grocery stores, take-out restaurants and even at entertainment venues like cinemas and theme parks. Not only do self-service checkouts provide an option for those who ...

Thumbnail-Photo: Think tank releases digitization action plans for business resilience...
10.12.2021   #e-commerce #coronavirus

Think tank releases digitization action plans for business resilience

Series of direct-to-consumer (D2C) reports answers fundamental questions in massive ecommerce shift

Policy2050.com, a think tank for tech policy and business strategy, has released a series of reports about new developments in direct-to-consumer channels: “D2C and Other Digital Adaptations During COVID-19,” “D2C in ...

Thumbnail-Photo: IGD unveils five global retail trends for 2022...
28.01.2022   #retail #coronavirus

IGD unveils five global retail trends for 2022

Global insight provider IGD has published its predictions for the global retail trends that are set to shape the international food and consumer goods industry in 2022

The new report outlines five key trends to help retailers and suppliers navigate the ongoing challenges brought about by COVID-19 and plan for the year ahead.Toby Pickard, Head of Innovation and Future Retail Insight at IGD, said: "2021 was a ...

Thumbnail-Photo: First speakers of EBE2022 - meet them!
17.02.2022   #trade fair consulting #trade fair special

First speakers of EBE2022 - meet them!

The agenda is almost finished, the first speakers are confirmed

The Ecommerce Berlin Expo 2022 is coming up, and we have some exciting news. The agenda is almost finished, and the first speakers are already confirmed - we're proud to announce them here! Let’s have a closer look at them.About E-commerce ...

Thumbnail-Photo: Solace announces cooperation with Edeka
06.12.2021   #data management #data warehouse management

Solace announces cooperation with Edeka

German supermarket chain Edeka uses Solace technology to stream master data across stores and supply chain

Event-driven architecture will enable Edeka to distribute product information across their supply chain and 6,000+ stores in real-time.Solace, provider for powering real-time event-driven enterprises, announced today that the Edeka Group, one of ...

Thumbnail-Photo: 70 % of US consumers continue to shop online for groceries amid the...
25.02.2022   #online trading #coronavirus

70 % of US consumers continue to shop online for groceries amid the pandemic

Pandemic-related shopping habits remain firmly in place

Acosta has released its latest research report, The Lingering Impact of COVID-19 on U.S. Shoppers. The report examines U.S. shoppers’ behavior nearly two years into the pandemic. According to Acosta’s research, most of today’s ...

Thumbnail-Photo: retail trends December/2021 (German)
16.12.2021   #brick and mortar retail #multichannel commerce

retail trends December/2021 (German)

Experiences and reports from the retail industry

In our latest retail trends, we take a particularly practical approach: our editors provide insights into the experiences they have made in different stores, and we also look at social commerce and store design.You can find our retail trends as an ...

Thumbnail-Photo: Key strategic priorities to businesses this year...
10.02.2022   #retail #sustainability

Key strategic priorities to businesses this year

IGD unveils five global retail trends for 2022

Global insight provider IGD has published its predictions for the global retail trends that are set to shape the international food and consumer goods industry in 2022. The new report outlines five key trends to help retailers and suppliers navigate ...

Thumbnail-Photo: Bricks beat Clicks on Google as Walmart, Nordstrom and BestBuy make...
11.02.2022   #online trading #e-commerce

'Bricks beat Clicks' on Google as Walmart, Nordstrom and BestBuy make search visibility gains

Brick-and-mortar retailers dominate Searchmetrics’ top 10 eCommerce winners

Traditional big box retailers and department store brands with brick-and-mortar locations dominate the list of top ten eCommerce websites with the biggest gains in google.com search performance in 2021, new research finds.While apple.com enjoyed the ...

Supplier

Canto GmbH
Canto GmbH
Lietzenburger Str. 46
10789 Berlin
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart
iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn