Will AR try-on sneaker technology put Amazon a step ahead of its competitors? – RetailWire
June 10, 2022
Amazon Fashion presented its yesterday Virtual fitting for shoesthat uses augmented reality technology to help customers imagine what they will look like in shoes from different angles.
The technology is integrated into the Amazon shopping app for iPhones and includes thousands of sneaker styles from Adidas, Asics, New Balance, Puma, Reebok, Saucony and more. Not included is Nike, which made the decision in 2019 to remove its products from the Amazon platform to focus on selling direct to consumers and through key wholesale partners.
Amazon said buyers interested in a specific sneaker can tap the try on button on product detail pages and point their phone’s camera at their feet to see how the shoes will look. Buyers can view the shoes from different angles by moving their feet.
“Amazon Fashion’s goal is to create innovative experiences that make shopping for fashion online easier and more enjoyable for customers,” said Muge Erdirik Dogan, President of Amazon Fashion expression. “We’re excited to introduce virtual fitting for shoes so customers can try on thousands of styles from brands they know and love, conveniently, anywhere. We look forward to listening to and learning from customer feedback as we continue to improve and expand the experience to additional brands and styles.”
Try-on technology is no longer a novelty, as retailers from Amazon to Zara are using it to entice consumers to buy clothing, beauty products, eyewear and more. The goal of the technology is simple – to help consumers make more informed purchasing decisions while reducing profit-sapping returns. 34 percent of Americans believe augmented reality technology will make online shopping more fun YouGov Research.
Amazon said its technology will benefit brand partners who sell shoes on its platform by making the process easier and more like shopping in a real-world setting.
“Innovation and enhanced consumer experiences are at the heart of New Balance. We’re excited to feature our footwear selections in Amazon Fashion’s Virtual Try-On for Shoes as we continue to seek immersive ways to engage our combined customer base,” said Melissa Worth, senior vice president of North America at New Balance.
DISCUSSION QUESTIONS: Do consumers trust augmented reality fitting technology when making purchasing decisions? How will the use of AR technology affect sneaker sales on Amazon.com?
“Consumers are more comfortable with AR technology because many of them have been using it for a variety of activities during COVID-19.”
“Maybe I just need more information or to try it out, but for now I’ll still order two pairs and keep the matching one – you know, e-commerce buying at its finest.”
“As shared, this is cool, but not new technology, just newsworthy because it’s AMZ.”