Report • 28.04.2022

Virtual try-on with AR in e-commerce

Enhanced and personalized online shopping through augmented reality

It has become standard practice for customers to find product descriptions as well as images or videos for illustration purposes when shopping online. But just because consumers can see a front view or estimate the size with the help of a tape measure, this is not necessarily sufficient as valuable information for the purchase decision of a product. Many online and omnichannel retailers are therefore trying to make it easier for their customers to decide on a product, and are using technologies such as artificial intelligence and augmented reality (AR) to do so.

Even consumers who don't go to the store to try out and try on items should be as satisfied as possible with their purchase decision, as far as retailers are concerned. This not only reduces returns, but also strengthens loyalty to the company and the recommendation rate.

Virtual try-on on a computer at home or on one's own smartphone is becoming increasingly popular – and is being strongly promoted by companies in some retail sectors. This trend is being reinforced by technological developments: AR applications are becoming more powerful, cameras and webcams better, and the software in the background can render images in seconds that give a good live impression of augmented reality.

Virtual try-on: online shopping with webcam and avatar

The range of products for which AR try-out is offered is constantly expanding. For some product categories it is obvious, for others the hurdles are greater to implement the solutions reasonably so that a real added value is generated for customers.

Jewelry, eyewear and accessories have now entered the virtual try-on world, as have furniture and decorative items. The current offers are good for a first impression of the product: Does this watch suit me? How does the sofa look in my living room?

The situation is somewhat different for clothing and shoes. Suppliers are working feverishly to make it possible to try on garments virtually. However, since this is where very individual body measurements and shapes come together with the high comfort requirements of well-fitting clothing items, the challenge is enormous. Many shoppers can't imagine giving up trying on "real" clothes altogether.

In addition to the quality of the application, the effort put into the recording also plays a role here: for example, are 3D models of a body calculated from individual photos and measurements, or is a complex 3D full-body scan performed? In the future, consumers could also use their detailed 3D avatars for extensive online shopping with several suppliers.

In my opinion, virtual try-on is most advanced in the cosmetics and makeup sector. Many cosmetics manufacturers and retailers offer the virtual try-on function in their web stores, both directly on the products and via the main menu.

Cosmetics via click: Makeup try on with AR

Such applications are particularly popular with users in the beauty industry. This already shows how much potential there is in combining e-commerce and social media. On platforms such as Pinterest and Snapchat, users try out cosmetic products, post the AR suggestions on their channels and, with some vendors, can go directly to the web store to purchase the items.

Offering personalized advice online with virtual 3D avatar

The one major advantage of brick-and-mortar retailing over online retailing is often listed as the ability to offer personalized advice. Online and omnichannel retailers are doing their best to implement this offer online as well, for example via chat, video call or with "click-through" consulting tools on the website. Competent advice, but also personalization, are playing an increasingly decisive role in turning interested consumers into buyers.

Which product fits my needs, my style? The start-up Motesque, which specializes in biomechanics and machine vision, has also recognized the importance of answering this question for consumers. According to a study by ECC Cologne and Motesque, suitable product recommendations are not only an economic success factor. Many consumers appreciate the advice provided by modern technologies and algorithms.

And together with SIGNA Sports United, Motesque wanted to make that happen directly for a product where you might not have expected it: the bicycle! An October 2021 press release from SIGNA Sports United stated: “Together [SIGNA and Motesque] plan to launch the first ever biomechanical AI-based virtual bike fitting engine for online bike shopping. Based on scientific metrics, this solution generates a custom 3D avatar of the customer virtually riding different bikes, allowing customized bike sizing and fitting recommendations. With this revolutionary fitting engine, both partners aim to further close the gap between offline and online shopping.“

The announcement followed in March 2022: In the online store fahrrad.de, customers can "try on" bicycles online using the MQ Fit Bike tool.

A virtual rendering of a person on a bicycle with measurements...
Source: Motesque GmbH & Co. KG

There really seem to be no limits to the possibility of virtual try-on. It only remains to be observed: Has the technology advanced far enough? How extensively and for which products will consumers use virtual try-on in the future? And how will retailers benefit from these services? We're looking forward to finding out.


Find more exciting news and reports about technologies for retailers in our Technology Special for EuroCIS 2022.

Author: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: Electronic shelf labels - electronically labeled...
15.03.2022   #digitization #coronavirus

Electronic shelf labels - electronically labeled

On the way to becoming a standard: Digital prices conquer the space

More and more retailers are trying out electronic shelf labels. Why? More speed in price changes and less manual work for staff are only two of the many reasons. EuroCIS, The Leading Trade Fair for Retail Technology, from 31 May - 02 June 2022 in ...

Thumbnail-Photo: Save costs and energy with intelligent use of electricity...
12.03.2022   #digitization #sustainability

Save costs and energy with intelligent use of electricity

Bosch modernizes Telford Shopping Centre in the UK with safe and sustainable Praesensa public address system

Bosch Building Technologies has installed a digital public address and voice alarm system at Telford Shopping Centre in the UK. The IP-based Praesensa system from Bosch now provides music, announcements and emergency alerts to the retail stores, ...

Thumbnail-Photo: Smart Retail Tech Expo
26.01.2022   #retail #Tech in Retail

Smart Retail Tech Expo

2nd & 3rd March 2022 - ExCeL London

Smart Retail Tech Expo is an unmissable one stop event for industry professionals alike to attract, inspire and retain customers in the age of ‘New Retail’! Taking place on the 2nd & 3rd of March 2022 at the ExCeL in London, the ...

Thumbnail-Photo: Quick-Commerce: Cajoo chooses Alkemics for the collection of its product...
26.12.2021   #e-commerce #data analysis

Quick-Commerce: Cajoo chooses Alkemics for the collection of its product information

French food delivery service expands its offering to customers with supplier experience management platform

Cajoo, the French treasure in the express food delivery sector, who has recently joined forces with Carrefour and has raised 40 million dollars, has acquired the Alkemics platform to enable it to enhance the range of products offered to ...

Thumbnail-Photo: Self-driving kiosk: wave, buy, snack
13.12.2021   #food retail #Tech in Retail

Self-driving kiosk: wave, buy, snack

REWE and Vodafone put first self-driving kiosk on the road

A kiosk on four wheels - this may not be new and somehow it is, because: The snacks are on the road without a driver*. The innovation unit REWE digital of the food retailer REWE makes common cause with the telecommunications company Vodafone and ...

Thumbnail-Photo: Payment market and retail: The trends for 2022...
07.01.2022   #mobile payment #sustainability

Payment market and retail: The trends for 2022

Secure, personalized, convenient – How will e-payment develop in the near future?

Over the past two years, consumer shopping habits have changed significantly – especially in Germany and Europe – and with them the structural orientation of retailers and companies. Convenient online shopping and digital payment methods ...

Thumbnail-Photo: Aldi opens checkout-free concept store for public testing...
25.01.2022   #mobile payment #Tech in Retail

Aldi opens checkout-free concept store for public testing

Aldi, the UK’s fifth largest supermarket, has opened its first checkout-free store in London

The Aldi Shop&Go concept store in Greenwich opened last week for public testing, having been tested by Aldi colleagues in recent months.The new trial store, which is situated on Greenwich High Street, allows customers to complete their shop ...

Thumbnail-Photo: Albertsons Companies launches new digital meal planning features...
16.01.2022   #customer satisfaction #mobile shopping

Albertsons Companies launches new digital meal planning features

Shoppers can now complete meal planning and shopping in under 10 minutes and easily keep essentials stocked at home

Albertsons Companies, Inc. announced the launch of two new digital offerings – meal planning and Schedule & Save. The new capabilities will offer loyalty members integrated menu planning and shopping list creation and the ability to ...

Thumbnail-Photo: How will consumers buy eyewear in the future?...
15.03.2022   #online trading #e-commerce

How will consumers buy eyewear in the future?

Measured and focused: online, offline or omnichannel at the optician

The "onlineization" stops at nothing, not even at the eyewear trade. Online purchases of eyeglass frames, sunglasses or contact lenses are widespread. But what about topics such as virtual eyeglass fitting or measuring visual acuity from ...

Thumbnail-Photo: POS printers that can be used for more than just receipt printing...
23.03.2022   #brick and mortar retail #printers

POS printers that can be used for more than just receipt printing

Hardly any company can do without point-of-sale printers - and these small devices can be more than just printers for receipts.

In a world where we have access to various different types of technology to help our businesses it’s important that our devices can carry out a multitude of tasks – even our POS printers. That’s why we’ve designed our POS ...

Supplier

EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
shopreme gmbh
Brückenkopfgasse 1
8020 Graz
Shin Heung Precision Co., Ltd. SAM4S
Flat C-911, Woorim Lion's Valley 168, Gasan Digital 1-Ro, Geumcheon-gu
08507 Seoul
Talon.One
Talon.One
Wiener Strasse 10
10999 Berlin
Citizen Systems Europe GmbH
Citizen Systems Europe GmbH
Otto-Hirsch-Brücken 17
70329 Stuttgart