Amazon offers a try-on feature to try on shoes in augmented reality

In an attempt to attract sneakerheads, Amazon is launching a new feature called "Virtual Try-On for Shoes" which will allow users to try on pairs of shoes in augmented reality in the form of a virtual fitting room.

Better chances of conversion for brands on Amazon

The try-on is characterised by 3D product try-on from a smartphone using augmented reality. Amazon is not the first to offer such a feature, however, since in effect, Snapchat prohas been doing this for some time.

Virtual Try-On for Shoes is currently only available in the US and Canada directly on the Amazon IOS app. It offers thousands of sneakers from well-known brands such as New Balance, Adidas, Reebok, Puma and Lacoste. This virtual fitting allows brands to offer a different type of product catalogue and thus a qualitative immersive experience that greatly increases the conversion rate. Indeed, in addition to offering a unique experience, the try-on makes it easier to convince consumers. Indeed, the user will be able to try on the pair of shoes and look at the details and colours offered by the brand.

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Better chances of conversion for brands on Amazon the beast

The try-on is characterised by 3D product try-on from a smartphone using augmented reality. The try-on allows to try virtual objects in order to visualize products without going to the point of sale in physical shops. Amazon is not the first to offer such a feature since, Snapchat has been offering this for some time.

Virtual Try-On for Shoes is currently only available in the US and Canada directly on the Amazon Shopping IOS augmented reality app. It offers thousands of sneakers from well-known brands such as New Balance, Adidas, Reebok, Puma and Lacoste. This virtual fitting allows brands to offer a different type of product catalogue and thus a qualitative immersive experience that greatly increases the conversion rate. Indeed, in addition to offering a unique experience, the try-on makes it easier to convince consumers. Indeed, the user will be able to try on the pair of shoes and look at the details and colours offered by the brand as well as choose the right size.

A simplified and quick purchase path

Virtual Try-On for Shoes of Amazon allows consumers to simplify the buying and customer journey on the marketplace and improve the customer experience. Indeed, one of the first obstacles to buying on the Internet is the impossibility to try or touch a product before buying. As a result, they may give up before payment for fear of making a mistake or regretting their order. Thanks to this feature, consumers will be able to (virtually) try on shoes and see for themselves if the pair of shoes suits them. When trying on shoes, consumers will be able to see several different colours, save a screenshot and share it. Brands will be able to offer their customers a new digital and interactive point of sale for ready-to-wear and retail.

Augmented reality offers users the possibility to virtually test products and try on clothes that will fit realistically. In addition, product customisation is available. For example, a consumer will be able to change the colour of the frames of a pair of sunglasses or eyeglasses. A prospect will be able to take a photo of his fittings and send it to his friends to get their opinion before buying the product and adding it to his wardrobe.

“Amazon Fashion's goal is to create innovative experiences that make online fashion shopping easier and more enjoyable for customers"Muge Erdirik Dogan, president of Amazon Fashion, said in a statement.

Amazon is one step behind on try-on

Although Amazon is the first marketplace to offer a try-on for shoes, it is not the first to offer this feature. In fact, it is on the side of social networks that this technology is most used. Initially, augmented reality was seen as a gimmick or a new way to have fun. But the forerunner, Snapchat, was quick to see the potential of this technology for brands. The little yellow ghost allows users to try on make-up, glasses, accessories and shoes directly on the application, which is one of the digital channels for e-commerce. In addition to this, a catalogue is offered by brand and consumers can try on multiple products from a certain brand without leaving the try-on filter. Snapchat claims that more than 250 million users have shown interest in this feature and have already tried products on the app.

The Pinterest app has also offered its try-on for make-up and furniture for a year and does not intend to stop on these two categories. This has allowed brands and retailers to establish themselves massively on this social network, which was losing popularity for companies, knowing that the business model was based on revenue from advertisements.

For the moment, Amazon's competitors have not yet launched into augmented reality. Indeed, Walmart only offers product try-on on a mannequin avatar modulated with the measurements the user has entered. Although this feature is very qualitative, it cannot compete with the augmented reality try-on.

The digitalisation of fittings ensures a strong user experience and loyalty. In addition, the return rate of products is reduced as customers are able to see how the product looks before they make a purchase.