Since the pandemic’s beginning, the virtual try-on feature has given people that missing sense of attachment to fashion and the latest beauty trends. It’s convenient both for brands and customers because the opportunities to put on or apply products offline are now limited. As a result, more and more brands have started offering their fans the option to “try before they buy”.
In this article, we look at what areas of eCommerce are adopting AR technologies and overview a few examples of the successful implementation of such features.
Virtual Try-on: A Few Things to Note
How is virtual try-on technology being implemented? It all depends on what platform your site or app is running on. For example, in many cases, it will be reasonable to rely on Magento Development Agency services (or similar ones for other eCommerce platforms) to switch to a progressive web application (PWA). Such a solution does not require installation and guarantees fast loading on all devices.
Interesting fact: users are now more and more inclined to shop on websites and mobile apps that use AR-based solutions. Statistics suggest the following:
- 71% of consumers say they would shop more often if they used AR;
- 61% of consumers say they prefer retailers with AR experiences;
- 32% of consumers use AR while shopping;
- 40% higher conversion rates with AR.
Those numbers are impressive, aren’t they? So it’s no surprise that more and more companies are interested in allowing their customers to try on clothes and accessories and test various products online. Indeed, it allows customers to understand better whether the product is suitable for them or not, to choose the right size, and see how the purchase will look on them without going to an offline store.
5 Main Advantages of Virtual Try-On
Let’s talk about the main benefits this technology provides to both online retail businesses and customers.
1. Growth of customer loyalty
Better shopping experiences make customers feel cared for and more connected to the brand, so they are more likely to return again.
2. Higher conversions
Since customers get more confidence that the selected product will fit them, the chances of placing an order increase. This improves the conversion rate greatly.
3. Encouraging cross-sales
During the virtual try-on process, brands often offer to browse other products as well. For example, when testing lipstick, they suggest trying eye shadow or blush to complete the look. It encourages users to buy more.
4. Reducing the number of product returns
With a virtual fitting, customers can choose the right size, color, and model as precisely as possible, making them less likely to return the ordered item after the purchase.
5. Raising brand awareness
Users can take photos of themselves and share them with friends or post them on social media when using virtual try-on. So, they voluntarily advertise the brand.
Areas of eCommerce with the Most Common Use of Virtual Try-On Technology
In recent years, more and more various types of businesses have been using AR. These include online retail stores selling furniture, gadgets, among other things. However, virtual try-on is most popular in the fields of fashion and beauty. Let’s take a look at some prominent examples.
1. Makeup
Cosmetic brands are ahead in using AR in the online retail industry. Almost all of the world’s famous makeup brands offer their customers the opportunity to test cosmetics before an online purchase. I.e., to choose the color of lipstick or blush, pick an eye shadow tone, and so on.
You can find such features offered by companies like L’Oréal Paris, Chanel, Maybelline, bareMinerals, MAC, Bobbi Brown, and many others.
The functionality may vary slightly between different sites and applications, but the general principle is quite similar. The user can upload his photo to apply virtual makeup or use the camera of his device. More advanced versions of virtual makeup allow you to apply several products at once.
Some brands give you the chance to compare “before” and “after” by dividing your face into two parts. In most cases, clients can share the results of virtual makeup in messengers or on social media.
As an example, here are screenshots from the official Bobbi Brown website. A “Try It On Now” button on the product page allows clients to choose between a live camera, uploading their photo, or picking up one of the portraits from the collection. Then the user applies the preferred shades of products to pick the most suitable ones. The result can be downloaded as a photo to the visitor’s device or sent via email.
Screenshot taken on the official Bobbi Brown website
Alt tag: Bobbi Brown virtual try-on
2. Hair
Changing your hair color is a brave step, so that’s why many people want first to make sure whether the selected shade will be suitable for them. For this reason, many hair product brands offer their customers the opportunity to virtually tone their hair by trying out the colors of their hair dyes. L’Oréal, Garnier, Redken, and others are among them.
In the screenshot below, you can see what virtual try-on options the official Wella website offers. You can test the new hair shade either through a live camera or by uploading a photo. The result may be downloaded or emailed. And, of course, you can also place an order for the product you have browsed on the same page.
Screenshot taken on the official Wella website
Alt tag: Wella virtual try-on
3. Glasses
We all know how difficult it can be to find glasses that fit your face shape, type of appearance, and so on. Optical brands are aware of such pain points of their target audience, so many of them incorporate virtual try-on capabilities into their websites.
Let’s look at an example taken from the Cutler and Gross website. When you click on the “Try On” button, a window opens, where you can choose to use a camera or upload a photo of yourself (or pick one of the suggested portraits) to try on the glasses. You can share the result on Facebook, print it, or download it.
Screenshot taken on the official Cutler and Gross website
Alt tag: Cutler and Gross virtual try-on
4. Watches
One of the best examples of virtual fitting technology by brands selling watches is the Ernest Jones website. By accessing it via a smartphone and clicking on “How Will It Look?” under the photo in the product card, you can see how the chosen model would look on your wrist.
Screenshot taken on the official Ernest Jones website
Alt tag: Ernest Jones virtual try-on
5. Jewelry
Want to see how a pair of gorgeous earrings look on you? Try on a diamond necklace? Or maybe make sure that the golden ring you like will fit you? You can do it all in a virtual try-on room.
An excellent example of the use of AR technologies in jewelry sales is present on the website of the Hazoorilal Legacy brand. Among the options, there is a live camera, photo upload, and model photos choice.
Screenshot taken on the official Hazoorilal Legacy website
You can try on rings, earrings, necklaces, and whole sets of jewelry. It’s possible to share the results on WhatsApp or download them.
Screenshot taken on the official Hazoorilal Legacy website
6. Clothes
When was the last time you visited a regular offline fitting room? Since the start of the pandemic, most people have preferred online shopping since it’s much safer for health. However, in this case, it becomes difficult to choose the right size and style. This problem is successfully solved by implementing virtual dressing rooms.
Check out this curious example from the Cabana Life site. When you click on the “Fitting Room” button, a window opens where you are invited to create your avatar! You can choose your skin tone, face shape, haircut, and most importantly, specify the exact parameters of your body shape. The result is an avatar that’s as personalized as possible.
Screenshot taken on the official Cabana Life website
You will be automatically offered the correct size according to your parameters, so you do not have to worry about guessing which of the many available sizes will be a good fit.
You can try on different clothes from the catalog on your avatar, including combining several pieces, and store your favorite looks in the “Saved Looks” tab. There’s also a possibility to share them on social networks and send them by email.
Screenshot taken on the official Cabana Life website
7. Shoes
Many well-known footwear brands offer their fans the opportunity to try on their favorite pair of shoes online before placing an order. Below are screenshots of how this feature is implemented in the creative app of Wanna Kicks, where you can try on popular models of sneakers from well-known brands.
The catalog has a limited selection of shoes so far, but the list is constantly expanding. When you choose a particular model and point the camera at your feet, you can see how these sneakers would look on you. Then, directly from the app, you can switch to the website to order your favorite ones.
Screenshot taken on the official Wanna Kicks mobile app
Let’s Summarize
Because of a speedy digital transformation in business, AR technology is becoming more and more popular in different business areas, and online retail is no exception. Classic marketing tools are no longer enough to compete in the market, especially in a pandemic situation. So if you want to provide your customers with a high level of service and make your business more successful, you should think about implementing modern virtual try-on technologies.
Virtual try-on is not a thing of the future anymore, but rather a powerful tool that ensures the comfort of the shopping process. It means that it should be in the arsenal of every respectful business.
About the Author
Alex Husar
Alex Husar, chief technology officer at Onilab. For over 8 years, he’s been working on Magento migration and development projects as well as building progressive web apps (PWAs). Alex is an expert in full-stack development who shares his expertise and in-depth knowledge on modern technologies and Computer Software Engineering.
