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How Augmented Reality Technology is Revolutionising the Way You Shop

Augmented reality is a relatively new form of technology when compared to virtual reality. While AR remained in the background for several years, its utilisation became a global phenomenon with the release of Niantic’s popular game, Pokémon GO. Soon after, companies invested millions to offer a similar experience to consumers, making online shopping easier and more convenient.

A look at AR’s impressive incorporation into the shopping experience

Within a few years since the revolutionary mobile game, many industry bigwigs released apps and augmented reality support for enhanced consumer experience. Here is a look at how AR technology penetrated the various sectors of the market.

Footwear – Converse was one of the earliest to make strides in the field of AR with its Sample It App. With it, customers could easily sit at home and try the various designs and see how the shoes would look on their feet. However, Nike added a crucial feature to its AR app, which can determine whether particular footwear fits the consumer trying it on through AR.

With Nike Fit, the company utilises machine learning, data science and artificial intelligence to determine the user’s feet size and recommend shoes accordingly.

Fashion – Gap used AR technology for a similar experience. Its DressingRoom by Gap app includes a range of clothing available at its stores. Users can simply select a body shape, based on their own, and see how the different clothes would look on their bodies through the app. This leads to consumers making more informed purchases and lowers the risk of facing disappointment after trying on a dress after buying it.

DressingRoom by Gap Inc. Photo: Emily Prapuolenis/The Wall Street Journal

Additionally, AR’s use in fashion was further displayed at the New York Fashion Week in 2018, where guests used an AR app to scan and order the clothes the models were wearing at H&M’s and Moschino’s shows.

Accessories – Jewellery is often placed inside glass shelves to protect them. This also makes accessing and trying them on a chore. Kollectin, the online jewellery retailer, has now devised a new AR app to reduce hassle for consumers. With it, they can simply try on the different jewellery collections and see how these make them look in real life.

Warby Parker, the esteemed maker of eyeglasses, is testing augmented reality technology as well. While other companies allow you to click a picture and overlay a pair of glasses on top to give you an idea about the look, Parker’s specialised technology will allow customers to check how the frame looks from various angles.

Home decorations – While IKEA, Amazon and others already ventured into the AR space, DecorMatters’s specialised AR app is revolutionising the furniture and décor industry. With it, users can completely change the look of their room in augmented reality. From changing the wall paint to the furniture and fixtures, this app is exceptionally helpful when looking to remodel. The app can measure the room and search for furniture based on its size. Consumers can directly purchase from within the app as well.

With such impressive feats, it remains to be seen where AR technology heads next. As time passes, more brands are expected to utilise this technology to make lives easier for customers.


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