Visual technologies such as virtual reality (VR), augmented reality (AR), mixed reality (MR) and projection mapping can all be used to create immersive and engaging experiences for the retailer. While ‘cave’ environments provide a fully immersive experience, they are expensive, not so easy to implement and, often, not the only option. Immersion and engagement can be achieved through head-mounted displays (HMDs) for VR, mobile devices for AR and interactive sisplays in physical spaces, among others.
Immersive AV can benefit a retailer in several ways. It can enhance customer engagement and interaction, create memorable experiences, increase brand awareness and differentiate the retailer from competitors. Immersive technologies deployed in virtual showrooms allow customers to visualise products in realistic settings, leading to improved decision-making and increased sales. But immersive AV has made inroads into lower price category retail sectors.
While often associated with fashion, immersive AV can also be beneficial for showcasing heavy or bulky products like furniture. It allows customers to virtually visualise and interact with the products in different settings and configurations, overcoming the limitations of in-situ demonstrations. This can help customers better understand the products’ scale, design, and functionality, leading to increased confidence in their purchase decisions.
Virtual changing rooms
At the entry-level, virtual changing rooms can reduce returns and exchanges, improve customer satisfaction and provide valuable customer preferences and behaviour data in retail. While he return on investment (ROI) of immersive features like virtual changing rooms is likely to vary depending on factors such as implementation, target audience, and product type; there is plenty of evidence to suggest positive outcomes. However, retailers should assess their specific goals and conduct feasibility studies to determine the potential ROI for their particular use case.
Retailers can measure the impact of immersive AV experiences through various metrics, including footfall, dwell time, conversion rates, sales uplift and customer feedback surveys. Additionally, advanced technologies like computer vision can provide data on customer interactions within immersive environments, enabling retailers to analyse heatmaps, gaze tracking, and other engagement indicators. A combination of quantitative and qualitative analysis can help assess the effectiveness and optimise.
Fashion in the virtual world
Fashion is one of the earliest examples of the deployment of AV technology in retail environments in the form of virtual changing / dressing rooms. The need here was perhaps most pressing, with retailers affected by an unacceptability high level of returned garments from customers unable to visualise the look of an item, for example, in a particular social environment.
Virtual fitting rooms have been found to offer retailers solutions in this respect. Julia Dietmar, Chief Product Officer at Vue, reports that:
- More than half of all women and men no longer feel safe trying on clothes in fitting rooms, at 65% and 54%, respectively.
- As of 2017, 62% of shoppers preferred shopping in-store because they are able to see, touch, feel and try out items. With virtual changing rooms, retailers can help shoppers determine size, fit and style and equip them to make informed purchase decisions.
- Before making a purchase, 88% of shoppers research online, and 49% of consumers say smartphones have changed how they shop. Creating personalised, inclusive and engaging changing room experiences will help retailers convert these ‘casual browsers’ to customers.
- 39% percent of retailers ranked the “ability to turn customer data into intelligent and actionable insights” as one of their greatest challenges, according to a SAP survey. Retailers have seen over 23% uplift in their average order value with AI-powered styling.
With virtual changing rooms, fashion retailers can harness a raft of customer data that can enable them to better understand their shoppers. They can judge which collection is received with enthusiasm and drill down on how customers are merchandising products i.e., what garments they put together in an outfit and the more pragmatic information like the popular sizes and body types.
Customer engagement
The pandemic prompted a spike in ecommerce and today’s retailers must find ways that they can gamify, personalise and offer truly memorable shopping experiences. The ability to create engaging changing room experiences for each shopper confers a tremendous advantage on retailers. Consequently, it is predicted that the global virtual changing room market will grow from $3 million in 2019 to $6.5 million by 2025.
How should these newly converted retailers start their technology journeys? First, there are a number of ways in which retailers can approach changing rooms, whether it’s augmented reality (AR) or artificial intelligence (AI). AR allows shoppers to virtually see what the garment or accessory might look like. An AI-driven changing room interface that allows shoppers to create their looks by mixing and matching outfits on models that look similar to them. AR might be great for accessories but might not be as conducive for apparel and to showcase styling and fit. AI-driven options, on the other hand, are perfect for apparel, but might not be as compelling for beauty. Each retailer must decide which technology they want to go with to power their virtual try-ons based on their product and audience.
Virtual changing rooms are only as good as the retailer’s imagery. Retailers must have high-quality product images that are shot on mannequins for the output to high quality, especially for AI-driven interfaces. Retailers wishing to develop changing rooms with AR must invest in developing 3D assets of their inventory. They should also consider that AR is highly dependent on the customer’s lighting and technology. If the lighting or the device that the customer is using isn’t advanced enough, the result can be underwhelming and might put them off the purchase.
By investing in virtual changing rooms, retailers may be able to improve conversions, increase basket size and get priceless data insights on their customers that will enable them to offer even better shopping experiences. What’s more, virtual fitting rooms provide retailers the opportunity to further bridge the gap between offline and online shopping experiences while offering their customers a shopping experience that is as safe as it is satisfying.
The revolution in fashion retail
Driving investment in virtual changing rooms is the potential for cost reductions for retailers. Stats on returns, for example, show that 25% of purchased clothing is returned of with 70% is returned as being the wrong size! Slogging around the shops to find the right garments, shoes and accessories for an event is often little more than a hassle, but in the future customers will be able to visit their chosen ‘retail hub’ – usually a retailer with outstanding shopping facilities.
Just Imagine you are about to go out to a special event and cannot find the right outfit. Today it’s a real challenge but tomorrow you go to your favourite retailers to try on a number of outfits via their virtual changing room. They will already have your size programmed and you order. 2 hours later, and in that 2 hours the product is in at your home in the correct size and colour, with accessories and other associated items.
Basics of the technology
Virtual fitting rooms normally create a mannequin so shoppers can see how different sizes may fit their shape. Customers simply enter some basic measurements, and a virtual mannequin adjusts to fit their body shape. The customer then can then dress the mannequin with different sizes, allowing them to see how different garments will fit before making their purchase.
There are different technical solutions which is making it far more challenging for retailers to pick one. Body scanning technology is available in two distinct flavours: the first uses scanners that use sensing technologies such as webcams, phone cameras, or Microsoft Kinect. Others use more sophisticated technologies installed in retail locations requiring the shopper to travel to the scanner. More sophisticated scanners that use laser or millimetre wave detector technology, or even multiple arrays of Kinect sensors, are too bulky and expensive to be used in most stores and are located instead in shopping malls or in large department stores. Customers are required to visit the location to be scanned and this information may then be used on online sites.
3D fitting rooms use computer-generated 3D images to create an experience similar to that seen in virtual world computer games. These solutions generate a virtual mannequin (avatar) using customer body measurements and shape information. An avatar of the shopper is created, this requires the shopper to measure himself or herself and provide this data. Sometimes the avatar may be personalised: racially, or by skin tone, or by application of pre-determined hairstyles, or even by uploading an image of a customer’s own face. The avatar may then be used to show how the shopper would look wearing the clothing, accessories and any other items on sale. Versions that are more sophisticated allow side-by-side comparison of different versions of a garment and enable different items to be tried on at the same time.
3D customer model solutions allow the shopper to create a 3D version of him / herself using either information taken from scanning devices, by measuring themselves, or by providing other biometric information. The 3D model can also be tweaked to change body shapes. Clothes are then displayed on the 3D avatar, which the customer can personalise by uploading an image of their own face.
Real 3D simulations combin the features of 3D solutions and photo-accurate fitting rooms. Using a combination of photo and simple body measurements, the solution generates a 3D mannequin, which accurately visualizes customer in chosen apparel items. Normally, the system suggests an appropriate size for entered measurements, but customer can also choose other sizes to estimate their fit.
Augmented Reality
AR virtual changing room work by superimposing the 3D model or picture of a garment or accessory within the live video feed of the customer. The superimposed 3D model or the garment or accessory will then track to movements of the customer, so it appears as if the customer is wearing the virtual item in the video. AR solutions usually require a desktop webcam, a smartphone camera or 3D camera such as Kinect to function. Photo-accurate virtual changing rooms converge two distinct techniques – real models and dress-up mannequins. Instead of photographing garments on people similar to customer’s shape and size, images are made using shapeshifting, robotic mannequins. The computer-controlled mannequins quickly morph through a series of body shapes and sizes while garments in each different size are photographed, and the image stored in a database together with the measurements that generate the image.
In the final version of virtual changing room technology, the mannequin is edited out from the photography in software and replaced with a virtual avatar. This can be changed to reflect the brand involved. Once a customer inputs their measurements into the systems, the image in which the mannequin has the same body shape as the shopper is retrieved from the database and displayed.
Perhaps less sophisticated, and therefore more compute intensive solutions use photographs of clothes and accessories pictured on real-life mannequins. The mannequins are then edited out digitally from the images and replaced with a virtual mannequin designed to reflect the brand in question. A shopper can then drag and drop clothes onto the virtual mannequin. Alternatively, two variants of solutions using real-life models exist, with the first being common in many online stores. The product information lists the attributes of the model that is pictured wearing the garments and details the size of the garment in question. Some retailers provide garment images on multiple models in a variety of sizes. Shoppers may watch a video of each model and interactively manipulate the model on the screen.
While we are at an early stage in the development of virtual changing rooms, the technology is advancing fact. Not all of the options detailed above are likely to prosper in the longer term, begging the question of which rooms are worth the investment. Which technology is best is still open to debate, but the consensus is that a failure to adopt this technology will only be acceptable for discounters and value retailers, the big question for fashion retailers is which one to choose ? Such are the differences in markets, brand positioning and margins
The role of audio
In creating genuinely immersive AV experience in a retail setting means often necessitates getting the ‘V’ of ‘AV’ right, as well as the ‘A’. Creating an immersive audio experience, depends on technologies such as surround sound, spatial audio and binaural audio. These technologies help create a sense of depth, directionality and a three-dimensional sound environment, enhancing the overall immersive experience.
Audio technologies such as surround sound systems, directional audio, and spatial audio can contribute to creating an immersive experience by enhancing the sense of realism and spatial presence.
Impact and ambience
While immersive AV can contribute to making a retail store a destination by offering unique experiences, it’s always important to consider standard retail characteristics such as product assortment, customer service, and overall store ambience. Challenges in implementing immersive AV include high initial costs, technological complexities, maintenance requirements, and ensuring seamless integration with the existing retail environment. It’s crucial to align immersive experiences with brand image, target audience, and overall business strategy.
But, there is no doubt that immersive AV can benefit retailers by creating engaging and memorable experiences for customers, leading to increased foot traffic, longer dwell times, and improved customer satisfaction. Immersive AV allows retailers to showcase products in unique and interactive ways, making it easier for customers to visualize and understand them. Immersive AV can also differentiate a retailer from competitors and create a distinctive brand identity.
The evidence regarding the ROI of immersive features like virtual changing rooms may vary depending on the specific implementation and context. Case studies and data from retailers who have adopted virtual changing rooms can provide insights into their effectiveness. Factors such as increased customer engagement, reduced return rates, and enhanced customer satisfaction may contribute to the ROI.
While immersive AV can enhance the appeal of a retail store, other factors such as product offerings, customer service, and overall store ambiance also play a crucial role in making a store a ‘destination’. Immersive AV alone may attract customers initially, but the overall retail experience and value proposition will determine whether customers return and become loyal patrons.
Implementing immersive AV
Implementing immersive AV in retail environments may present certain challenges and limitations. These can include technical requirements, space constraints, budget considerations, content creation and management, training staff to operate the technology, and ensuring scalability and maintenance of the systems.
Immersive AV can be integrated with other emerging technologies like artificial intelligence and Internet of Things (IoT) in retail settings. For example, AI can personalise and tailor immersive experiences based on customer preferences, while IoT can enable interactive and responsive environments by connecting AV systems with sensors and smart devices.
Retailers can measure the impact and effectiveness of immersive AV experiences on customer engagement and sales through various metrics. These can include foot traffic, dwell time, customer feedback and surveys, sales data, conversion rates, and repeat customer visits. Analytics and tracking tools can also provide insights into customer interactions and behaviour within immersive environments.
The cost implications of implementing immersive AV in a retail store can vary depending on factors such as the scale of the installation, technology chosen, content creation and management, hardware and software costs, and ongoing maintenance and updates. Retailers need to carefully evaluate the potential return on investment against the upfront and operational costs associated with immersive AV.
Immersive AV has shown promising results in various industries and product categories. For example, in the fashion industry, virtual reality fashion shows and virtual try-on experiences have gained popularity. In the automotive industry, VR showrooms and interactive configurators have improved the customer experience. However, the applicability and success of immersive AV may vary depending on the specific context and target audience.
To ensure that immersive AV experiences align with a retailer’s brand image and messaging, it is essential to have a clear understanding of the brand identity and customer preferences. The immersive AV content, visuals, and interactions should be designed in a way that reflects and enhances the brand’s values, aesthetics, and storytelling.
Immersive AV can play a significant role in bridging the gap between online and offline retail experiences. It can provide customers with interactive and engaging experiences similar to what they may encounter when shopping online. Integrating immersive AV with e-commerce platforms and online channels can create a seamless and consistent brand experience across different touchpoints, enhancing customer satisfaction and driving conversions.
Considerations for retailers
Retailers considering investing in virtual changing room should consider:
- The primary cost component is the AV equipment itself. The costs can vary significantly depending on the desired quality, resolution, size, and brand of the equipment.
- Content Creation: Developing engaging and interactive content for immersive AV experiences requires investment. The complexity and scope of the content will impact the cost.
- Setting up the AV infrastructure in a retail store involves costs related to installation, cabling, mounting equipment, and integrating the AV system with existing infrastructure or store design.
- Immersive AV systems require ongoing maintenance, regular updates, and occasional repairs. Budgeting for routine inspections, software updates, equipment replacements, and technical support is essential to ensure optimal system performance and longevity.
It is important to remember that although there might be a significant cost upfront for installing AV solutions, a thriving store bursting with eye-catching AV solutions will help increase your footfall and sales. Clever AV solutions also make it easier and cheaper to monitor and update your advertising and marketing content with the latest promotional information you have. Saving more time and money than you would with static displays.
How can retailers ensure that immersive AV experiences align with their brand image and messaging? For AV to be rolled out successfully, it needs to be consistent with your brand. This includes using your brand colours, fonts, and logos as well as any key messaging. The content your customers see on digital boards and interactivity screens should be like the content provided on your website, app, social media, and emails.
This is because it helps to enhance brand recognition which has a direct impact on trust and loyalty, and indeed sales.“What role can immersive AV play in bridging the gap between online and offline retail experiences. We’re at the cusp of a very exciting time in retail. Retailers who are open to AV can provide customers with a more immersive and interactive experience, allowing customers to engage in new ways and enjoy a personalised experience. Customers can view products in greater detail, helping them to make more informed decisions, and can even see how a product might look at home or on themselves in a click. It also allows customers to interact with products and brands in a fun way and creates a more convenient and memorable shopping experience.”
