It goes without saying that some products are very challenging to purchase online, especially without proper knowledge of the brand, correct size/fit, or color. After all, how would you know if an eyeshadow shade would look good without trying it on?
But if there’s one thing we know for sure, it’s that the pandemic radically changed the way we consume products. Companies and retailers have been looking for innovative ways to sell their goods – understandably so – and the market has been responding to this growing need with spectacular solutions. With that in mind, Virtual Try-On has taken the reins in elevating many sectors, particularly the eyewear and makeup industries. How have they progressed and how does VTO play a major role in their growth?
After the pandemic hit, not only did our purchasing habits change but so did the way we perceive the world. Things that were once so normal seemed so “unsanitary”, and activities that we used to do so effortlessly, seemed like such a hassle. For instance, remember going to a shopping center and trying out products or buying makeup? Well, even after Covid-19, it all still seems unsanitary, and, in the case of makeup trials, testing out a little sample on the back of your hand is just not as accurate and satisfying as really trying it on your face. The same goes for eyewear, and when you resort to online shopping, making an informed purchasing decision isn’t as evident and effective without actually trying them on.
That’s where VTO comes in…with the latest AI technology, companies and brands are now able to provide an ultra-realistic virtual experience that can vastly influence shopping patterns and decisions, just like a live experience would. Call it what you may, but this technology offers a sense of relief to brands that were once facing a few bumps in the road when selling their products online.
VTO’s increasing popularity has proven that it isn’t just a mere post-pandemic trend, it’s a full-fledged immersive experience that increases buyer confidence and builds long-term loyalty to brands and businesses.
So, What’s Happening Now?
The current state of the eyewear and cosmetics industries has witnessed a myriad of innovations and changes, allowing customers to revel in a state-of-the-art experience. In fact, studies show that 61% of buyers prefer retailers with AR experiences, and brands offering VTO see an average of 64% fewer returns.
VTO and AI tech companies and startups have partnered with fashion giants to satisfy consumers’ growing needs, and it’s been quite the success story. Take Chanel, for instance, the French luxury brand has surpassed its classic ways, rode the tech wave, and adopted VTO for its makeup section. The highly-accurate try-on experience translates the shade, texture, and intensity of the chosen product onto their customers’ faces, providing them with the confidence needed to buy make-up online, hence increasing conversion rates and reducing return rates.
Another brand to effectively convert part of its e-commerce to VTO is L’Oréal Paris, using its built-in Beauty Genius virtual makeover tool to allow consumers to try on hair colors and makeup before purchasing them.
VTO as a Game-Changer for Eyewear and Makeup?
Yes. There’s no going back to the way the retail world once was. E-commerce is now at the forefront of a brand’s strategy and adopting VTO and AR means staying one step ahead of the game. The benefits of doing so are countless, but perhaps the most important ones are related to the satisfaction of consumers. AI technology enhances the clients’ purchasing experience and increases buyer confidence, thus making customers three times more likely to buy the products. Simply put, it’s a certifiably successful way to improve marketing and sales for companies.
It’s now easier than ever to buy and sell online, given all the advancements in technology. More and more businesses have created and launched their e-commerce platforms during and after the Covid-19 pandemic, resulting in a huge surge in online stores. Fast forward to today, the industry is expected to grow by almost $11 trillion by 2025 and global e-commerce sales are expected to reach $6 trillion in 2024.
We’ve been witnessing for the past two years a global trend towards digitization that is far from being over. But with the growing number of online businesses, it’s now harder than ever to stand out. One way for companies to arm themselves with a competitive advantage is to counter-attack this mind-blowing growth with the implementation of AI technologies such as AR and VTO. Consumers’ needs are ever-evolving and one should always think out of the box to stay on top of the game.
Are you looking to upgrade your audience’s online shopping experience to a more engaging, interactive, and effective one? Schedule a demo now to learn more about how we can help you.