News • 09.06.2020

Augmented reality in online shopping

Study finds that augmented reality reduces the number of returns

Woman wearing a VR headset
Source: Bildagentur PantherMedia / peus

A recent survey found that online shoppers return 70 percent of the clothing they order, more than any other category of purchase. This has an indirect but real impact on the environment.

Online shoppers tend to order multiple sizes and colors, with the intent of sending back the items that don't fit or aren't the right color, a practice known as "bracket shopping." An augmented reality (AR) tool allowing shoppers to see an image of themselves in the garment, however, made them more likely to want to buy it, according to new research by a team including Fatma Baytar, assistant professor of fiber science and apparel design and director of the Body Scan Research Group. While not as effective as physically trying it on, the researchers found that AR boosted participants' attitudes toward the garment, potentially improving the experience and efficiency of online shopping. "Bracket purchases increase shelving and shipping costs," Baytar said. "We're hoping these technologies can reduce those costs, while also decreasing the carbon footprint associated with return shipping."

Avatar or AR

Current virtual try-on technologies offer two methods of improving online shopping. One involves creating an avatar by inputting key body measurements and then trying clothes on the avatar. The other method is AR - using a computer, phone or tablet screen as a mirror reflecting a shopper and background while overlaying the chosen garments on the shopper' image. Baytar and collaborators from Iowa State University and Virginia Polytechnic Institute focused on the latter technology, asking participants to virtually try on a dress, select a size to "order" and then physically try on the dress in that size. Participants evaluated the AR dress for size, fit and performance, then did the same following the physical try-on.

Mixed results for AR technology

According to Baytar, study participants were able to find the right size with AR try-on, but had trouble evaluating the fit - particularly at the bust, waist and hips. One explanation, Baytar said, was that although the image of the dress was taken when the dress was on a dress form, rather than hanging flat, it was still a 2D image. Adding to the difficulty evaluating fit: The dress form's hourglass shape did not match the body shape of all participants. Evaluating product performance - style, fabric, color, coordination with other items, touch and feel, weight, fit, comfort and appearance on the body - was significantly different when experienced in AR versus real life. Color was the only performance factor that showed no difference across the two try-on experiences. But even with the limitations, participants responded well to the virtual dress.

Attitudes towards AR garment

"Attitudes to the AR garment and the real garment were really high, which means the participants liked it and their purchase intentions were relatively high, though they were higher for the real garment," Baytar said. "This is still a promising technology, because AR can provide good visual information that improves consumer attitudes and purchase intentions. We think a company could use this technology to create a buzz when introducing a new style." Baytar and her colleagues also wanted to know how telepresence - consumers' sense of being present in a virtual environment - would impact their attitudes toward the AR garment and purchase intentions. As expected, the study showed that higher telepresence corresponded to more positive attitudes toward the AR garment.

The study was completed in 2016 but has new significance, Baytar said, with brick and mortar stores being closed during the COVID-19 crisis. "The technology we used was limited, and even four years later the technology still needs to be improved," Baytar said. "We can expect that as these technologies evolve, people will trust online shopping more, they will trust that they will get the right size that fits them and will look like it did on the screen." 

Source: Cornell University

related articles:

popular articles:

Thumbnail-Photo: New chain of toy stores in strong collaboration...
29.09.2020   #brick and mortar retail #digitization

New chain of toy stores in strong collaboration

Kids Coolshop is booming with new toys stores in a pressured market where competition is fierce

The chain has started installing electronic shelf labels in its physical stores. The electronic price tags are linked to a strong e-commerce engine and must help ensure competitive prices across all channels.Kids Coolshop was launched in 2017 ...

Thumbnail-Photo: Smart solutions for the retail of tomorrow
28.09.2020   #video surveillance #video cameras

Smart solutions for the retail of tomorrow

Increase sales in retail?

Use intelligent technologies to set the right buying impulses at the stationary PoS by continuously adapting advertising messages to the situation in real time.Learn more about it in the video! ...

Thumbnail-Photo: Safe in the office
01.07.2020   #security #personnel management

Safe in the office

„SpitProt-Office“: variable protective walls from POS TUNING

The corona virus has taught us a few things in the past weeks and months: We have to be flexible, rethink and question our working life and our usual activities. ...

Thumbnail-Photo: CCV announces consolidation of its international payment division,...
02.07.2020   #mobile payment #payment systems

CCV announces consolidation of its international payment division, focuses on market innovations

Under the flagship of CCV GmbH, the company plans to bring its innovation into specific international markets

CCV Group B.V. has announced that all of its international business activities will now be consolidated and run within its Germany-based division - CCV GmbH. CCV GmbH will carry out the activities of the former CCV Deutschland GmbH and CCV Easy, a ...

Thumbnail-Photo: All knitted and sewn up: an online yarn retailer takes a stationary...
13.07.2020   #online trading #brick and mortar retail

All knitted and sewn up: an online yarn retailer takes a stationary foothold

iXtenso’s interview with Joachim Hansen, retail manager at Hobbii

It’s all about yarn at Hobbii. From now on, the Danish retailer does not just sell exclusively online but also in physical stores. Joachim Hansen describes how digitization and personal contact interact in the retail stores. ...

Thumbnail-Photo: Automated delivery services sprang up during China’s Covid-19 lockdown...
03.06.2020   #coronavirus #delivery

Automated delivery services sprang up during China’s Covid-19 lockdown

Retail technologies at Smart Retail Expo (SRE 2020)

In response to the Covid-19 outbreak, China’s retail giants JD.com and Meituan both deployed their smart deliver robots/vehicles in heavily locked down cities, such as Wuhan and Beijing. Insiders believe automated delivery technology will be ...

Thumbnail-Photo: New SALTO Neo Cylinder Microsite
11.09.2020   #access control #access control systems

New SALTO Neo Cylinder Microsite

Overview of main features and benefits

To enable potential users to discover more about its SALTO Neo electronic cylinder SALTO Systems, a leading manufacturer of electronic access control solutions, has launched a new microsite dedicated to the product.The compact SALTO Neo Cylinder is ...

Thumbnail-Photo: SALTO releases the SALTO Neo Cylinder
18.08.2020   #access control #access control systems

SALTO releases the SALTO Neo Cylinder

State of the art, wireless access control technology

SALTO Systems, a leading manufacturer of electronic access control solutions, has released the SALTO Neo Cylinder – a new electronic cylinder that offers more features and better functionality than any other cylinder on the market. ...

Thumbnail-Photo: “Dear shopping cart, please show me the way!“...
06.07.2020   #self-checkout systems #scanner

“Dear shopping cart, please show me the way!“

Shopping Cart 2.0 – gimmick or idea with intrinsic value?

Not all shopping carts are the same... far from it! Digitization and automation also put their stamp on this aspect of the retail sector. What’s usually a plain, large basket on wheels that makes it easier for shoppers to transport products ...

Thumbnail-Photo: Knowledge is (retail) power
07.09.2020   #brick and mortar retail #digitization

Knowledge is (retail) power

The Germany Research Center for Artificial Intelligence (DFKI) wants to attain knowledge to assist the retail sector and creates digital twins of stores to make it a reality

Knowledge for all retailers - DFKI has launched the Knowledge4Retail (K4R) project series to achieve this goal. The driving force is an open-source platform for complex AI and robotics applications in retail.  The project relies on a digital ...

Supplier

Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
CCV GmbH
CCV GmbH
Gewerbering 1
84072 Au i.d.Hallertau
Apostore GmbH
Apostore GmbH
Uferstraße 10
45881 Gelsenkirchen
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal