Virtual try-on has entered the retail chat

Not tried virtual try-on when online shopping yet? According to a new consumer study, you’ll soon be in the minority if you don’t start soon.

Research by 3D and AR retail experts Vertebrae has revealed that 44% of consumers have used virtual try-on when shopping online. In addition, 69% say they ended up buying the product either online or in-store as a result.

Virtual try-on is a combination of AR and a front-facing camera which allows consumers to see what a pair of sunglasses, lipstick, or necklace would look like if they were wearing them. The technology shows the items at the same size and scale as real life on the customer’s face or body.

The study confirms that virtual try-on technology isn’t just a quirky add-on to an ecommerce site. It’s a digital tool that can attract more customers and boost sales.

As more shoppers turn to virtual try-on to assess an item’s style, fit and colour, retailers are realising they need to start embracing this technology or risk losing out to their competitors.

According to the survey, 75% of shoppers who have tried virtual try-on did so in the last 12 months. Meanwhile, 49% of respondents said they were likely or very likely to buy from a brand if they offered virtual try-on.

Virtual try-on is used by cosmetic retailers. Everyone from MAC and Maybelline to L’Oréal and Chanel are helping customers try out the latest beauty looks from the comfort of their sofas.

However, it’s the eyewear category that currently reigns supreme in the world of virtual try-on. Seven in ten consumers said that sunglasses and glasses were the number one most useful item to virtually try-on in order to make an informed purchasing decision. 

But retailers thinking about implementing this technology should remember that the key to success is simplicity. A total 43% of those questioned said they were unlikely or very unlikely to use virtual try-on if it meant they had to take additional steps such as uploading a photo or entering measurements.

Customers rated the top three uses for virtual try-on as:

–        Checking if the style of an item suits them (63%)

–        Seeing if the colour suits them (51%)

–        Getting an accurate sense of the size of an item (46%)

Speaking about the research, Vince Cacace, founder and CEO of Vertebrae stated: “Virtual try-on is transforming shopping for entire categories like eyewear, hats, footwear, and soon clothing.”

He continued by saying that the findings reveal “a huge opportunity for retailers to use virtual try-on to differentiate and drive sales, particularly as consumers expect the best experiences to come from the brands themselves.”

At Delta, we empower brands to differentiate, deliver impact and drive sales. Find out how we can help your health and beauty brand to better connect with customers today: hello@thedeltagroup.co.uk.

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