Introduction to Augmented Reality in Online Retail
Online retailers now have one other weapon of their marketing arsenal: a brand new augmented reality (AR) Web-based platform. Called Axis, it is meant specifically for retailers and was launched by Santa Monica AR/VR ad agency and tech shop Vertebrae. This platform is designed to assist drive visitors to online stores by providing an immersive and interactive experience.
How Axis Works
Axis takes advantage of the undeniable fact that Web-based AR, with no additional apps or plugins, is now possible across every kind of devices. Recent iOS phones and tablets can utilize front- and rear-facing cameras to probably the most advantage, but Android phones, Macs, and PCs may also enable a wide range of AR capabilities via the platform. A key feature of the Axis platform is the flexibility to virtually try on a private product, equivalent to shoes, handbags, or sunglasses.
Trying on Products Virtually
To try on a product virtually, a retailer’s site requests access to a visitor’s device camera. Once granted, Axis captures a live shot of the user and employs either Apple’s AR Quick Look technology or Vertebrae’s own proprietary software to conduct facial recognition or the popularity of edges in shapes. This allows for a practical and interactive experience, where a hat can "fit" on the user’s head, for instance.
Benefits of Axis
The Axis platform offers several advantages to retailers and customers alike. In addition to accessories like hats or handbags, the visualization-in-real-environments works well on certain sorts of products that profit from close inspection, like cameras, or on furniture that may be placed into "actual" living spaces. However, clothing like jackets may not work as well, since they drape in another way on different sorts of bodies.
New Kinds of Intent Analytics
The platform also offers the aptitude of manufacturing at scale lightweight 3D models of product catalogs, for which Vertebrae employs a partner network of production/developer shops. 3D models of products offer more detail and more flexible viewing than, say, a flat 2D photo or perhaps a 360-degree image, in addition to the flexibility to virtually open a product. Analytics offer the standard menu of engagement, products chosen, and so forth, but it surely is augmented with intent-indicating data about AR-specific user behavior, equivalent to whether the visitor went "behind" the product or opened it up.
Real-World Applications
Tenth Street Hats, based in Stockton, California, is currently employing the Axis platform, and Vertebrae is working with Crate & Barrel to utilize the platform for " variety of products." Axis is the one commerce-focused, web-based platform for AR retail experiences and 3D asset creation that works across devices and front- in addition to rear-facing cameras.
Why This Matters to Marketers
Vertebrae cites a November 2017 Forrester report that found only five percent of marketers are employing AR. However, a commerce-focused web platform could make this more appealing to marketers searching for a approach to simulate the shop experience online. The key query is: Is this greater than only a gimmick? According to Vertebrae, a six-week beta period with Tenth Street showed that visitors are 33 percent more prone to make a purchase order consequently of visiting product pages with AR, than on product pages without. And, users spend a median of 74 percent longer on product pages with AR than ones without.
Conclusion
The Axis platform offers a brand new and revolutionary way for online retailers to have interaction with their customers and supply an immersive experience. With its ability to work across devices and supply detailed 3D models of products, Axis has the potential to revolutionize the best way we shop online. As more retailers begin to adopt this technology, it should be exciting to see the way it impacts the world of e-commerce and marketing.
