The National Retail Federation predicts that between November and December 2017, holiday retail sales will top out at $678.75 billion. As shoppers across the country prepare to drop some serious cash over the next few weeks, they’ll have greater access than ever before to digital technologies that transform the way they shop for, try on, and try out products.
Taking center stage? Augmented reality. Forget the days of standing in a crowded dressing room line or lurching your head around like the Exorcist trying to get a glimpse of how your new shirt looks from the back. Today’s retailers are implementing whip-smart software solutions that make the shopping experience a breeze.
Today, we’re taking a look at a few innovative brands fully embracing the augmented reality trend and what it means for the future of the industry as a whole.
Ready to get started? Let’s try a few on for size.
Gap’s “Dressing Room” App
Think fashion and tech, and Gap might not be the first retailer to come to mind. However, after experiencing a lag in recent sales, the global brand is making giant strides toward becoming more tech-savvy. In an ironic twist, the company more known for making denim cool again than for cashing in on the latest technological trends, is now at the forefront of some of the most innovative and creative retail UX solutions in recent years.
Their new app, titled the “Dressing Room” allows users to bypass brick-and-mortar retail locations altogether. Forget driving to the store, browsing the enormous selection, seeing if an item fits, then standing in line to check out. With the app, you can simply enter your height and weight dimensions, then sit back and “try on” the items. Want to see how it looks from the back, simply spin the avatar around. You can also change the body type of the avatar to mimic yours more closely.
Download the app today, and shop your favorite looks from the comfort of your living room. Retail experts are predicting that moving forward, this type of technology even has the potential to reduce the number of returns that customers have to make.
IKEA’s AR Catalog
Have you ever shopped on the IKEA.com website and found a new couch you loved, but couldn’t visualise how it would look in your own space? It’s a common consumer issue, and the global home furnishings brand decided to do something about it. The brand has actually been on the forefront of AR technology since 2013, when it introduced its first AR app, a 3-D overlay that worked with cell phone cameras to allow shoppers to control where furniture was “placed.” Since then, the technology has only improved.
Since 2014, shoppers have been able to virtually place their IKEA catalogue where they want their prospective furniture piece to go. Then using AR, the catalogue transforms into the actual furniture piece, allowing them to visualise better how the item will work in their home. Yet, the process was a little buggy and required a physical copy of the catalogue to work. This year, IKEA launched its new AR solution in the United States. Known as IKEA Place, it’s a totally virtual system that works similarly to the previous catalogue app, but is about 98% accurate, a huge improvement in UX and a definite game-changer.
Sephora’s ARKIt App
Are you planning to buy makeup for someone this holiday season? There’s arguably no better place to go than Sephora. The brand is a worldwide player in the cosmetics industry, and despite a difficult retail season, it’s experiencing record growth. That said, it’s always a little difficult to determine which exact shades will look best on your friends or loved ones.
That’s why Sephora introduced its new ARKIt app. It’s a Virtual Artist tool that allows shoppers to upload a picture of their face (or a friend’s face), then overlay different products to see how they’ll look in real life. Utilizing new Modiface technology, the app focuses primarily on lips and eyes, and even allows you to see yourself with false eyelashes!
In the past, most shoppers have felt compelled to visit these types of stores in-person, as it can be difficult to assess how a specific product will look on your skin without trying it out yourself. Yet, as more and more retailers embrace e-commerce, it stands to reason that Sephora will make a major move into this space by launching the Virtual Artist, which is already available for download.
Closing Thoughts: The Future of AR in Retail
Beyond just the holiday season, it’s exciting and interesting to see how retailers are planning to implement augmented reality into their product offerings. By enhancing the customer’s shopping experience, sales are poised to skyrocket if the design and implementation are sleek enough. Ultimately, shoppers want to be able to see, test, and try out products before deciding to purchase. As their demands and expectations expand, only retailers who can adequately keep up will be left standing successfully.
