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2021/03/13 07:51:21 E-commerce

AR changes EC significantly Now that AR is spreading,

AR changes EC significantly Now that AR is spreading,

how can we obtain customer satisfaction using AR on the EC site of the mail-order system? Development competition is taking place.

What is the effect of AR (Augmented Reality) that affects the purchase of EC sites?"AR", which is currently attracting attention, is an abbreviation for "Argument Reality" and is called "Augmented Reality" in Japan.

It is a technology that can combine virtual visual information with a real landscape, and is being introduced on EC sites, for example, by "virtually trying on" glasses on one's face taken with a camera.

On March 24, KDDI and Facebook Japan launched the "Future Pop-up Store", an EC site for smartphones, and started a service that guides customers to purchase products by trying them on with the AR camera function of Instagram.

In this article, we will introduce the role of AR in EC sites by taking an example of an EC site that has actually been introduced.

table of contents

1. Expansion of mobile e-commerce and AR
2. Personalize the customer experience with AR shopping
3. Mobile AR influences purchasing decisions
4. Strengthen physical store purchasing with AR
5. Summary
1. Expansion of mobile e-commerce and AR
Mobile networks and the Internet are faster than ever, and people are shopping on their smartphones more often.

In fact, mobile e-commerce is projected to account for 72.9% of the total in 2021, and the soil for utilizing AR technology is ready.


[Quote] statista | Mobile E-commerce is up and Poised for Further Growth

Currently, AR technology is used in many popular app games such as Pokemon Go, but it is also used in large-scale infrastructure.

For example, in the Norwegian public transport system, you can check bus stops, routes, distances, etc. simply by pointing your smartphone at the road.


[Quote] venturebeat | Mobile AR is evolving faster than you think

As you can see, AR technology is used in all industries, but what can be achieved by using it for EC sites?

2. Personalize the customer experience with AR shopping
One of the limitations of e-commerce sites is that you can't try products like you can at a store.

At the store, you can touch the products, try on clothes and shoes, open the products, and interact with the products that you cannot do online.

Therefore, the EC site is basically lacking in judgment materials when making a purchase decision.

Until now, e-commerce companies have tried and errored to realize a better purchasing experience on EC sites.

For example
・ On the bookstore website, implementation of a "peeping" function that allows you to post reviews and read the first chapter of the book before purchasing.
・ At fashion retail stores, create product videos that show how shoes look when walking.
・ On the clothing site, photos of models with different heights, weights, and body shapes are posted.
・ Creating an environment where staff can answer questions from users immediately using live chat
We are sensitive to customer needs.

However, AR allows shoppers to experience their products more “realistically” and take their digital experience to the next level.

Here are some examples of actual use on EC sites.
Trying on virtual glasses.

Shoppers can now "wear" their glasses by trying on them using visual information such as face size, shape, and features.

The example photo is from the Vint & York Eyewear website, but Specsavers, EyeRim, Eyeconic and others offer virtual fitting on both desktop and mobile.

If you spend $ 100 on eyeglasses, the real intention of the user is "I want to know if it suits me before I buy it."

When selling personalized products such as eyewear, AR shopping should be actively introduced so that more people can experience the products around the world.

3. Mobile AR influences purchasing decisions
AR turns mobile devices into decision-making tools and has a huge impact on the e-commerce industry.

Many mobile e-commerce sites so far have been difficult to use.
However, nowadays, the communication speed is getting faster, and the UX of EC sites is becoming more convenient due to mobile optimization.

By combining this with AR technology, you can quickly get the information you need for shopping by pointing the camera at any item, such as clothes or bicycles.

Below is an example of Samsung Bixby.


[Quote] Samsung Developers | Bixby Vision: Creating Intelligent Camera Experiences
* Samsung is strengthening its marketplace through a strategic partnership with Syte.

Many shoppers will be able to make purchase decisions by being “visible”, which will be a great added value for mobile e-commerce sites.

And this is just the tip of the mobile AR iceberg.

Mobile AR allows you to try cosmetics that you couldn't try before.

As shown below, AR technology has made it possible to virtually try various lipstick colors on your face taken with a smartphone camera.


4. Strengthen physical store purchasing with AR
It's not just his e-commerce retailers who can benefit from AR.

The same technology can also be used to assist in-store shoppers in the process from browsing to purchasing.

Consumers have to go through a multi-step process before making a purchase, especially when making big purchases (such as expensive household items and home remodeling).

Browse online for inspiration, take a look inside the store, take a photo, bring a sample to your home, visit a showroom to pick up paint chips, and carry tiles and carpets in your cart.

AR can enhance this purchasing process by linking it with over-the-counter shopping.

For example, if you want to buy a faucet, you might want to go to the showroom, give it a try, and ask about the finish and price.

However, you also want to know what it looks like in the bathroom sink.

With AR, you can go to the store, find the faucet you want to try at home, then return home and digitally project it into the bathroom.

Manufacturers like VADO are leveraging AR, formerly in the area of ​​decorative computer software, to enhance the consumer market.

Also, even if you look at furniture in a store and like it, you don't know if it will fit when you actually put it at home.

In fact, there are cases where the size is different after purchase, or the room does not fit and the product is returned.

At Magnolia Market, you can use AR to "put" items in your home.

Shoppers who find something they like at the store can go home with the items stored in the app, add to the interior, and buy what they like on the spot.

Also, by trying various items at home before going to the store, you can go to the store with confidence that the product suits you.

Such innovations help make purchasing decisions and give users the opportunity to keep your brand and product in mind while deciding whether to buy.

5. Summary
According to a survey, 40% of consumers said they would like to buy more if they had the opportunity to experience products using AR.

AR makes it easier for customers to make purchase decisions online.

If you can use AR on your e-commerce site to fill the gap in your customer experience, you can expect to improve your conversion rate and average purchase price.

Please try to incorporate it into your company's measures.