AR ecommerce fashion luxury

The current COVID-19 crisis has changed consumer behavior and expectations immensely. Since the lockdown started, personal safety and hygiene have emerged as a top concern. Consumers are reluctant of visiting crowded marketplaces and in some instances, have postponed not crucial purchases. One area that has seen unprecedented growth across multiple facets is online sales, great news for those that own a digital store, and for dropshippers. From grocery buying to banking, consumers are meeting most of their needs online.

To be a part of this movement, the fashion, luxury, and beauty industry needs to innovate and offer an experience at par with what brick-and-mortar stores do. Major ecommerce beauty brands have leveraged artificial intelligence (AI) and augmented reality (AR) to build assessment, comparison, and testing tools to assist in finding beauty products online. IKEA, the global Swedish furniture company, employed AR several years ago to test products in the comfort of your own home. We can learn from some of these case studies.

Augmented reality is being used to visualize cosmetic products

With customers still shying away from brick-and-mortar stores and shifting online, brands should move to virtual try-on tools in a try to preserve the offline experience. It is imperative to do so, as we are already in Q4, Coronavirus is still, unfortunately, running rampant, and the last trimester is the most important in the whole year.

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Key enablers

2. Artificial intelligence is being used for product recommendations

Are you worried about the safety and effectiveness of a cosmetic product? Organizations are building AI-based product recommendation tools to resolve this particular pain point.

We’re definitely witnessing a shift in the direction of how AdTech companies are using AR. Google has implemented it within search results while Facebook is working on AR advertising for both Facebook and Instagram. Immersive social commerce is the future wherein users interact with AR depictions of products and purchase it without leaving the social media platforms. The capabilities have been demonstrated by the behemoths, but cost acts as the major limiting factor in the widespread adoption of these technologies within ecommerce.

It shouldn’t be long though for these technologies, or similar ones, to be cheap enough to be implemented in smaller ecommerce stores. If you invest in AR today, you may start to really gain leverage on your competitors quite fast.