Augmented Reality is becoming a standard in online retail, with virtual try-on driving higher engagement and buyer confidence.
Once limited to social media filters, AR is now widely adopted by eCommerce brands.
Retailers are increasingly adding try-on features to meet rising customer expectations and reduce purchase uncertainty.
Such functionality offers numerous advantages for both customers and businesses when implemented correctly. Because they are complex and energy-intensive, AR-based solutions require stores with excellent performance. So, you should take steps to improve your shop before setting up a try-on feature. For instance, for Magento-based online stores, the best approach is to upgrade from Magento 1 to Magento 2 and transform the website into a progressive web application.
On this page, we’ll explore five remarkable examples of try-on features used in the beauty, accessories, and footwear sectors.
Benefits of Virtual Try-On
There are several favorable effects that try-on ensures for users and business owners:
- The technology considerably enhances the shopping experience, easing the process of opting for and purchasing online;
- It engages customers and provokes the feeling of gratitude for better customer service that aids in building closer connections between people and brands;
- It contributes to higher conversions since prospects can be more confident that the chosen items fit them;
- It gives a competitive advantage in the market;
- As online orders are getting more precise, the number of returns drops;
- sometimes it facilitates up-sales and cross-sales, giving the opportunity to try on various products simultaneously (f.e., eye-shadow, lipstick, and eyeliner to find out whether they match or not).
Now let’s move on to the examples of virtual try-on instances that I consider the best in online retail.
1. Makeup Brands
Cosmetic brands are at the forefront in terms of implementing AR in online retail. Almost all prominent names have already added virtual try-on: MAC, Maybelline, Laura Mercier, NYX, bareMinerals, Bobbi Brown, Urban Decay, NARS, YSL, Sephora, Lancôme, Charlotte Tilbury, and even Chanel.
The functionality of these assistants may vary on different websites and apps. You can either upload your photo or use the device’s camera. Some try-ons suggest viewing the “before” and “after” effects by moving the frame in the video. Sometimes you can save the shot and send it via email.
Amongst products that you can try on are lipsticks, eyeshadows and liners, mascaras, foundations, and so forth.
Advanced options allow you to try several products at the same time. Take a look at the screenshots below from Chanel’s website (I asked one of my colleagues to assist and try all this stuff instead of me). Although some lags occur from time to time, you can see how you look with particular shades of lipstick, eyeshadow, and eyeliner. You can also mark all liked items for later return or add them to the cart straight away.
2. Footwear
Major retail platforms like FARFETCH and individual brands such as Nike, Adidas, Puma, and Gucci have AR-based features to encourage customers to buy some new sneakers. Let’s see how Adidas organized its try-on in the mobile app. In the screenshots below, you’ll see a special mark indicating models available to fitting. Unfortunately, very few items have corresponding marks. Anyway, let’s give it a try with a couple of popular pieces.
The AR option is hidden among photos. After you allow access to the camera, you can see how these sneakers look on your feet. To be honest, your peeping socks can distract you a bit from enjoying the view. Some items are displayed more correctly than others. Nevertheless, you can still get an idea of whether this pair is your match.
3. Glasses
We all know how tough it is to buy new glasses when you aren’t acquainted with the shape and not sure if it fits your face. A number of eyewear brands (Zenni, Quay, JINS, and so on) have recently introduced a pretty accurate try-on function. Let’s talk about how it works on the example of Zenni (in the screenshot below).
Firstly, you should slowly move your head to the left and the right. Secondly, the virtual assistant offers to hold any plastic card against your forehead for more precise measurements. After that, you see how various frames fit on your face. The handiest thing is that the program creates GIFs for every frame in the catalogue straight away.
4. Timepieces
Possibly, the most vivid example of AR-powered watch fitting is the one in Gucci’s app. It also allows you to try on fashionable sneakers, shades, hats, makeup, nail polish, and home décor. Although the app noticeably warms the phone and gluttonously consumes its battery, trying on Gucci’s pieces is a truly fascinating process.
Let’s explore the screenshots below. After the model has been chosen, it appears on your wrist in a fairly natural view. Even glares are seen when you turn your hand. Finally, you can either go to the shop and order the item or save the photo.
5. Hair
Before drastically changing your hair color, try on virtual hair colors on the websites of the following renowned brands: L’Oréal, Garnier, Wella, and Redken. My assistant was so carried away by the process that she even ended up thinking of painting her hair pink! Thus, it really works and convinces people to buy.
Look at the screenshot below to see the rich set of options that the virtual try-on by L’Oréal provides. You can see the “before”/“after” look, or take a photo and share it on Facebook or Twitter to shock your followers. Moreover, you can send it by email. And, certainly, order the particular product. By the way, L’Oréal invites you to try on plenty of makeup products as well.
Wrapping Up
As AR becomes increasingly in demand and refined, eCommerce can’t ignore this technology anymore. Plain content marketing strategies aren’t enough, tempting photos and videos aren’t enough, targeting and other digital marketing tools aren’t enough. If you don’t want your customers to fall short of expectations and turn to other manufacturers, take AR-powered try-on into close consideration.