Online shopping using EC is spreading worldwide. On conventional EC sites, it was difficult to get an image until the actual product arrived, but by using AR, it has become easier to get an image and you can shop for products without regrets.
How to use AR (Augmented Reality) on EC sites? --Cases of eBay, IKEA and Nike
The era of shopping online using AR (augmented reality) on smartphones may soon come.
The era of online shopping using AR (augmented reality) on smartphones may soon come. Apple has released iOS 12 to enhance the AR function, and one of the functions, "AR Quick Look", enables seamless use of AR without using an app. Google is also expanding the devices that can experience AR through the AR platform.
Now that devices are also focusing on AR, various companies in the United States are trying to provide new shopping experiences through apps equipped with AR. Here are some examples from eBay, IKEA and Nike.
AR to find suitable packaging materials for products
The AR technology "Tech IRL" released by eBay in March 2018 is an AR-equipped application for searching for packing materials of the appropriate size for delivering products.
eBay also provides packaging materials, and "Tech IRL" will present the appropriate packaging materials for your product in the app.
AR-equipped application "Tech IRL" to search for packing materials of the appropriate size for delivering products
eBay is working to make it easier for consumers to shop and sell to businesses, and Tech IRL is one of them. Currently, it is available on Android devices that support ARCore (Google's platform for building augmented reality environments) in the United States.
Sell packaging materials suitable for the size of the product (image captured from eBay site)
Furniture installation simulation at home
IKEA offers an app "IKEA Place" that allows you to simulate furniture installation using AR technology. After scanning the floor of your home with your smartphone camera, select the furniture you want. If you specify the installation location, you can check the image after installation in three dimensions.
IKEA Place, an app that allows you to simulate furniture installation using AR technology
This "IKEA Place" was launched in Japan in October 2017. After performing the installation simulation, you can also go to the online shop directly from the app and purchase the product.
Scan the floor of your home with your smartphone camera and then select the furniture you want
If you specify the installation location, you can check the image after installation in three dimensions.
This app also has a function to recommend similar products sold at IKEA from images of products you like.
Nike that applies AR to product purchases and game planning
In addition to the function of selling shoes, Nike's app "Nike + SNKRS" has new product information, limited products, and content that is likely to be liked by sneaker lovers.
Nike app "Nike + SNKRS" (image captured from Nike Japan site)
When you point the camera at the location specified by the shop, the AR function brings up the sneakers, and it is equipped with a function that allows you to purchase EC on the spot.
We also use the AR to carry out projects such as "Pokemon GO" where you can find sneakers hidden in the park. It is used not only for shopping but also for various customer experiences.
Nike's app "Nike + SNKRS" that provides various customer experiences
AR technology is also amazing, but in the first place, this Nike app that can be said to have great planning power as a whole. What should I do to achieve mobile first? As a company, Nike is an organization that is part of digital transformation.
In other words, the design of the app itself cannot be completed by the store, EC, or "Ichi Division". I think it's a great initiative to design the entire service company-wide, not just the digital department.