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6 Case Studies Highlighting Uses of WebAR for Retail

Web-based AR (WebAR) allows users to view and interact with augmented reality experiences from within a standard web browser on a smart device or, depending on the use case, even a desktop computer. This means that users never have to download an app to use your experience, making WebAR perfect for interactions at home or in-person at the shelf.  Using WebAR to enhance your retail offerings can take the form of fun experiences that introduce your product through digital versions of your product or informative overlays on packaging. Linking an e-commerce page to your WebAR experience can also allow customers to purchase your products in the experience. You can even collect email info or provide discounts. WebAR has been shown to increase brand and product recall, making it a great entry point for consumers. WebAR can also assist consumers in purchasing decisions by allowing them to customize, inspect, or try on products. Notably, 61% of users say they prefer retailers with AR experiences and 40% say they would pay more for items they can see and customize in AR.

Notable Examples of WebAR for Retail

The rest of this article will explore nine notable examples of WebAR in retail, including some that were designed or launched in partnership with ROSE Digital. If these use cases Interest you in implementing AR for your product or store, get in touch with the ROSE team today to learn more.

The Khaite Runway Experience

As the fashion world had to adapt and move to a purely digital landscape due to COVID-19, brands had to move quickly to break through all of the noise. ROSE brought Khaite’s latest collections into the homes of its customers using augmented reality.  Users could tap to place 10 looks, captured using green screen video, in the environment they chose as the models moved to demonstrate the physical properties of each item. Users could scale the model to see each garment’s details. On average, users viewed 16 looks meaning that they viewed looks multiple times, fully engaging with the experience.

Joy Is a State of Drive

Image via FWA
Focusing on product and brand awareness, Volkswagen created an augmented reality experience featuring the all-new VW Taos. Triggering off of a custom Amazon Prime box, The Joy is a State of Drive campaign brings to life a series of musical moods that capture the joy of driving through human moments of connection, emotion and fun. Users can select a vehicle color and drive-style and watch their custom 3D Taos drive around a 3D world. Launched during the 2021 holiday season, the experience gave users other festive options like different scenery packages and festive soundtracks.

Samsung’s Virtual Phones

Samsung is utilizing WebAR to allow consumers to compare devices from home. The experience features the ability to see how different Samsung devices fit in your hand, both left and right, directly comparing the size of different Samsung devices in addition to comparing their devices against competitor’s devices.  This kind of “virtual try on” for a device is nice, but those statistics above do mention that users like the ability to customize potential purchase items through AR. That’s why Samsung allows users to view the devices in different colors.

Dermalogica’s Double-Edged Approach

Image via Dermalogica
Personal care company Dermalogica uses WebAR to educate consumers on their new product range. The experience is activated via QR code on the packaging and displays the product information when users point at the packaging or product bottle. Users can tap to learn more about product ingredients, product instructions, and product launch dates. Dermalogica doesn’t stop there. After all, as great as that experience is, it requires you to have a product in-hand – not likely when you’re shopping from home. The Dermalogica website also has a page dedicated to “Face Mapping” which uses machine learning to analyze a provided selfie of a potential customer, which it then uses to suggest products and care routines.

The Society6 Wall Art Viewer

Image via 8th Wall
The artist-driven online marketplace Society6 partnered with Sherwin Williams, who also use AR for home decor previews, to allow customers to see artwork from Society6 in their own homes before adding items to their carts. Users can even take photos within the experience and share them to social media to get feedback from friends and family before buying.  The WebAR experience also gives customers the opportunity to pair complementary wall colors with the piece of art. Alternatively, the experience can also recommend paint colors based off of the artwork. 

BON V!V’s Virtual Vending Machines

As part of an Out-of-Home campaign, BON V!V created a WebAR retail experience that presented customers with a 3D vending machine of BON V!V Spiked Seltzer that animated to dispense the customer’s favorite flavor.  The QR code that launched the experience needed to be discovered in the physical world but, after the initial activation, could be revisited through a user’s browser history to summon a virtual vending machine anywhere. The experience, in addition to being a fun way to keep the product top-of-mind, provided users with nearby retail locations and the ability to purchase online. 

Nike’s AR-Enabled Stores

Nike has powered select stores with a multi-part WebAR experience. The experience, which is part of Nike’s PLAY NEW initiative, consists of five mini WebAR games including a flower game, football, putt putt, soccer, and basketball.  Store visitors must scan special stickers around the store to activate the experience. After completing each game, the user receives a virtual medallion. After collecting all five medallions, players receive a “gift with experience” which includes a Nike sticker pack. 

Virtual Cosmetics Try-Ons from e.l.f Cosmetics

Image via e.l.f cosmetics
e.l.f. Cosmetics has empowered users to be able to try before they buy in their e-commerce store. Visitors to the site can try on over 320 makeup products. This virtual try-on opportunity provides users increased confidence in their purchase and introduces users to products they might not have had the confidence to purchase before. It also solves the cringeworthy hygiene problem of cosmetics samples at physical stores.

AR Shoe Debut From Adidas

Adidas used WebAR to debut sustainable Stan Smith shoes. The experience showcases the sustainable materials that make up the sneakers. The experience was triggered by QR codes on The Athlete’s Foot retail location’s windows at locations across Europe. Users can click to purchase the product directly in the experience. This experience also scratches the surface of other related topics in AR fashion like virtual clothing which allows fashionable photo shoots without the expense and waste of buying a physical clothing item to be worn on one special occasion. But, that’s a conversation for another day.

Exploring WebAR for Retail

Every WebAR activation above worked because it was tailored to the company that launched it. Think about which of these cases relate to your business model and how you can make it your own. 

6 Uses of Augmented Reality for Fashion Brands

Fashion is usually thought of as inherently physical. While augmented reality advocates can typically see applications everywhere, it can take some creativity to meld AR and fashion. Fortunately, there’s a lot of creativity to go around and fashion is one of the fastest moving frontiers in extended reality. Here are six trends and use cases for augmented reality in the fashion industry:

1. Virtual Try-On 

Image via Warby Parker
No matter how practical a dresser, we shop with our eyes first. We see something we like and the next question is whether we like the way it looks on us. As shopping moved online, this element of the experience became complicated. It became easier than ever to find interesting clothing items, but this came at the expense of being able to reliably visualize that item as it would appear on us. While AR try-on goes back further than the last two years, interest and implementation skyrocketed during the pandemic when many retailers closed their physical doors. However, AR try-on is anything but a pandemic relic to be discarded as we leave restrictions behind. What was a necessity is now just good business. AR try-on tools allow customers to see how different styles, colors, and items look on their person, leading to higher purchase volumes. For example, retailer Tenth Street Hats increased its conversion rate by 52% and increased its revenue per user by 41.8% for those shoppers who used their try-on app.  Virtual try-on also leads to decreased returns, which are often the result of the product not looking like the consumer expected. AR allows consumers to make an educated purchase by providing product details in AR, including fabric type and size.  Decreasing returns saves customers time, saves your company money, and ultimately reduces carbon emissions from shipping. For example, Shopify reports a 40 percent decrease in returns from 3D visualization.  These tools are already very popular within the accessories industry, as facial recognition is very advanced. Further, most accessories are relatively easy to render compared to fabrics. For example, glasses retailer Warby Parker and footwear retailer Steve Madden both use AR try-on, for items that don’t bend or move much. Necessary technologies like rendering and modeling of fabrics and textures that can be realistically modeled to a human form are still catching up. While the market for “digital-first” clothing is heating up with some fashion retailers only making digital apparel, non-accessory AR try-on accounted for less than 10% of use cases last year.

2. Sizing 

Image via MTailor
Clothing items not fitting right can lead to returns too – 41% of shoppers return items due to the wrong size or fit. Additionally, customers often over-purchase to try to find the right fit and end up returning the majority of their order in this pursuit.  One way to help alleviate online ordering fit issues is using augmented reality to measure or approximate body shape and size and match the customer with fitting options. The more confident a customer feels in sizing, the less over-purchasing and returns they are likely to complete. But, how does AR sizing work? We tend to think of AR as simply the display of digital content over our view of our physical surroundings. In order to reliably display that content, AR applications also need to understand the world in which they function.  Smart devices build AR experiences using precise measurements of the physical world – including people. For example, MTailor uses a phone camera to generate a point cloud model of a user’s body for accurate measurements. There are two ways to capture body measurements using your smart device: LiDAR and using phone sensor measurements.  LiDAR uses a pulsed laser to create a “depth map.” LiDAR is the faster, easier, more accurate way to create depth maps and measurements. The downside is that it’s only available on high-end products from select manufacturers. Alternatively, using phone sensors like the gyroscope, accelerometer, and proximity sensors allows us to measure body parts. The downside to this method is that it is less convenient and less accurate than LiDAR. However, it is on more widely available devices, so more customers can use it. The main caveat in using augmented reality for sizing is that brands hoping to use this technology need to have accurate size charts. While the technology can get smarter overtime with user input, the initial results will rely on information from the brand.

3. Product Visualization 

Khaite SP/SU ’21 augmented reality experience by ROSE
AR allows consumers to bring products into their living rooms. With life-like 3D renderings and textures, customers can examine products in detail before purchasing. Using AR in this way helps close the gap between seeing an item online and in-person.  After adopting “try before you buy” product visualization, Macy’s noted that their products return rates had decreased to <2 percent for VR-assisted furniture purchases – stunning, since the average furniture industry return rate is 5% – 7 %. Further, Shopify has seen stores where 3D models viewed in augmented reality have increased conversion rates by up to 250%. 

4. Augmented Reality Fashion Shows 

AR fashion shows provide the opportunity for designers to showcase designs with a twist on their traditional medium. Augmented reality can bring the fashion show directly into the customer’s environment, enabling collections to be shared with a wider audience than just those that can make it to an in-person fashion show. Additionally, these shows can be streamed live and augmented in real time. Augmented reality shows also allow designers to add creative elements that might not be able to exist in a physical environment, like gravity defying accents. Real time tap-to-purchase capability is another added benefit of utilizing augmented reality. It’s exciting that AR fashion shows can be elevated creatively, but there’s power in doing the opposite. ROSE has worked twice with luxury fashion brand Khaite bringing AR models not on a runway but in the viewer’s own home, workplace, neighborhood – places where the customer might actually wear their purchases.

5. Virtual Stores + Branded Portals 

Image Via brandknewmag
In our first use case, we talked about the shopping experience. While buyers may want or need something different sometimes, there’s also something familiar, practical, and enjoyable about the traditional shopping experience.  AR can help with that too by bringing the store environment into a customer’s home to provide a fully branded retail experience that represents the purest expression of the brand. These experiences can be full stores or limited collections.  Customers can explore the digital version of physical stores by tapping to walk through the space, or learn more about each product and purchase directly with the application. Each product in the AR store can be linked to a product page on the brand’s website, allowing a direct path to purchase.  Just one example is the virtual store American Eagle opened in Snapchat, leading to over 41M impressions, 26,000 purchases, and over $1M in revenue. While there are a growing number of platforms getting into the immersive retail space, Snapchat is already a widely used tool with parent company Snap continually increasing its retail integrations. With mobile mapping technology improving quickly, there will be new opportunities to transform a customer’s home into an AR store or showroom. This technology will be able to understand the layout of the room it’s scanning and place objects accordingly, creating an accurate and unique experience for each customer. 

6. Product Drops 

Treat your brand’s fans to a unique experience by releasing your new products via an AR experience. This gives fans a chance to see the product first in AR, paired with an experience that compliments the product.  Using unique codes, you can limit the number of users and which users are able to get into the first experience, making your product drop exclusive until it goes live to the masses. Allowing customers to take photos of your product in AR before it hits shelves allows the demand to increase, increasing sales.  Additionally, you can gather pre-orders this way, with fans getting to experience the product they will be getting in AR and then being allowed to place an advance order. This allows brands to better plan for their purchase order sizes, decreasing fashion waste.  In 2018, Adidas wanted to make sure they took their latest apparel launch into their own hands. ROSE helped create a social media driven unboxing experience using AR that allowed everyone to “unbox” Adidas’ latest silhouette virtually and interact with it on social media.

Fashion Is Not Just Physical Anymore

We closed on an example that’s arguably a little dated. That’s not just because of how good an example it is, it’s also proof that XR fashion retail is not just a pandemic fad. It was here before, it’s only gotten more popular, and it’s only getting better. While this article mostly talked about AR enabled retail in the physical fashion industry, it only scratched the surface of other industries like digital-first fashion – in AR and for VR avatars. This is definitely an iceberg industry that only gets bigger the deeper down you look.

9 Types Of AR and How You Can Use Them For Your Business

This article is Part 8 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.

“Augmented reality” (AR) can already seem pretty niche. However, it encompasses different approaches and capabilities. Here, we’ll look at nine different classes of AR and real-world use cases of businesses using these technologies to grow.

1. Product Visualization 

AR brings products into shoppers’ living rooms. With life-like 3D renderings and textures, customers can examine products in detail before purchasing. Product visualization closes the gap between seeing an item online and in-person by getting as close to the product as you want with real-world scale. 

Fashion 

Product visualization is particularly successful with fashion accessories like purses, shoes, hats, and glasses. Experiencing these products in AR provides a sense of size and material before purchasing, increasing conversion and reducing returns. In 2020, ROSE designed an AR experience for fashion brand Khaite that allowed users to explore their latest shoe line, resulting in a 400% increase in sales. 

Furniture And Decor 

Visualizing furniture using AR allows shoppers to understand the size of the furniture in their available space. Shoppers can be sure of their color and material choices by seeing furniture in the space it will occupy and directly compare furniture options. AR also helps consumers pick out other decor like paint, art, or decals.  Deloitte reported that AR helps home-goods companies lower returns. Companies like Ikea, Wayfair, and Sherwin Williams already incorporate AR into their apps. Pinterest has also recently incorporated augmented reality into some home decor pins. 

Automotive 

Showcasing cars in AR allows shoppers to save time at the dealership and compare car models from home. AR allows users to experience interior and exterior features of the vehicle, even what the engine sounds like – all from home. According to WardsAuto, the time spent car shopping has gone down as car shopping has gone online. Using AR also allows dealerships to have fewer cars in inventory by allowing multiple customers to explore the same vehicle at the same time, in AR. Beginning in 2017, Jeep utilized such an AR initiative, which they have since used to put virtual cars in driveways as well as demo new vehicles at trade shows. 

Large Scale Appliances 

Visualizing large appliances like ovens, refrigerators, and washer/dryers in AR provides opportunities to compare sizes, finishes, and features in shoppers’ homes. This increases confidence in their purchasing decision. The Best Buy app has an AR viewer for this reason. AR tours and support empower consumers to get the most out of your product, increasing loyalty to your brand and satisfaction with your product. Vodafone’s real-time assistance program decreased technician dispatch rates and increased customer satisfaction scores.

Consumer Packaged Goods (CPG)

Product visualization for CPG saves time and money in design and manufacturing. Using AR allows you to test different packaging designs before manufacturing.  Using AR streamlines the design approval process and provides confidence in the end product because AR shows you what the final product will look like in 3D. It also allows you to preview designs next to the competition without manufacturing a prototype. 

2. Product Customization 

What do customers like more than finding a product they love? Designing a product they love. If shoppers can’t see the product they’re customizing, this joy becomes a nightmare. AR can help.

Automotive 

AR enables consumers to customize vehicles in real time. This allows showrooms and dealerships to save on floor space, and purchase less inventory. The Jeep experience discussed above doesn’t just drop an AR vehicle in the world. It provides a dynamic experience so shoppers can see their future vehicle as they personalize it in real time.

Furniture 

Customers can customize their furniture in AR, changing things like material, color, size, and finishes, seeing changes in real time. This provides the ability to confidently purchase from the comfort of shoppers’ homes while allowing showrooms to keep less inventory. When shoppers use AR and order directly from a manufacturer or retailer, it increases buying options. It also decreases shipping, showing, and storing on the part of the retailer.

Wine And Spirits

Users can make one-of-a-kind AR packages for custom gifts. ROSE worked with Patron Tequila to create the Virtual Bottle Wrapper, allowing users to customize gifts and send them to loved ones to view in AR. 57% of users who customized an AR bottle then purchased Patron themselves. 

Fashion 

Customers can apply materials, decals, and finishes to accessories and garments, view in AR, and directly purchase. This pairs with the next kind of AR that we’ll look at, virtual try-on. AR items can exist solely as a virtual object, increasing brand connection and awareness without physical production costs. Digital-only fashion house The Fabricant has even partnered with well-known brands like Adidas, Puma, and Under Armor.

3. Product Try-On 

Virtual try-ons allow shoppers to view cosmetics, clothing, and accessories, as the physical product would appear. This can drive sales of a product, or provide a fun branded experience.

Make-up + Hair 

Buying makeup and hair products online is usually a game of chance. (And don’t get us started on sample cosmetics at brick-and-mortar locations!) The typical process consists of customers guessing their skin tone against a provided photo and buying the product, only to have it come and realize that it looks wrong with their complexion. AR takes the guesswork out of the process, increasing satisfaction, sales, and brand loyalty. 

Clothing + Accessories 

AR try-on allows customers to see how different styles, colors, and items look on them. These tools are already popular within the accessories industry and are increasingly popular for clothing. Tenth Street Hats increased its conversion rate by 52% and increased its revenue per user by 41.8% for shoppers using their try-on app. Helping consumers make educated purchases by viewing the product on themselves decreases returns.

4. Brand Mascot Visualization 

You can create animated 3D brand mascots and have them come to life and interact with your customers. Whether it’s teaching about your product or underscoring brand messaging, this is a great way to immerse customers in your brand.

5. Face Filters 

The world of face filters is incredibly broad and provide great ways to connect with consumers. Face filters can alter the user’s appearance and/or their background. Increasingly, we are seeing trends with gamified face filters becoming popular. Instagram and Snapchat already have built-in audiences – Snapchat alone has 200 million daily AR users.  Cosmetics retailer Kiehls is active on Snapchat, advertising products and promoting lifestyle causes close to the brand while inviting users to do the same.

6. AR Games 

AR games keep users engaged for longer periods of time than traditional media. Since games also engage a user’s emotions, they build stronger connections. AR games can feature your product, underscore a company story, or promote values. Use the game to encourage shoppers to do things like visit store locations or hunt digital collectibles from enhanced packaging.

7. Portals 

Portals are the perfect way to fully immerse your customers in a pure expression of your brand or a specific campaign from anywhere in the world. No longer do customers need to be in specific locations to attend launch events – they can visit a virtual event using an AR portal. There are no limitations around physical locations, physics, or elements that can be present in the space. Create something otherworldly, or recreate something as iconic as your brand flagship. Users explore the space by walking and interacting with objects. You can even allow users to purchase the items they see represented in the space. 

8. Enhanced Packaging 

Physical packaging is the first thing consumers notice when looking at products. Combining AR with physical packaging allows deeper communication with your customer. Use AR Enhanced Packaging To: 
  • Reveal nutritional/sourcing information
  • Give the customer inspiration for recipes, or product uses
  • Explain product benefits 
  • Show how the product is made 
  • Bring your brand mascot to life 
  • Brand/product trivia and games
  • Provide instructions 
A great example of enhanced packaging is the 19 Crimes “Living Wine Labels.” With a mobile app, users see the real-life character on each bottle come to life and tell their story.

9. Alpha Video

Using alpha video (green screen video) for AR experiences brings people into a user’s environment without using volumetric capture, which is costly and heavy in file size. By making sure the alpha video always faces the user, the user isn’t aware that the person isn’t 3D. 

Fashion 

Use alpha video to bring your runway to life inside shoppers’ homes. Shoppers can see how the clothing items and accessories fit into their lives and how they move. This is how Rose made the Khaite runway experience linked above.

Utilizing Brand Ambassadors 

Bring celebrity brand ambassadors into your customer’s living room. Think Kaley Cuoco telling you about Priceline or Isaiah Amir Mustafa talking to you about Old Spice–on a horse of course.

AR Is Not One-Size-Fits-All

AR can do a lot of things. The question isn’t “can your brand use AR?” The question is “How can your brand use AR – and which flavor of AR is right for you?”

Read the rest of the Immersive 101: AR for Marketing series:

What is Extended Reality

What is Augmented Reality

What is Virtual Reality

What is Mixed Reality

What is the Metaverse

What is an AR Social Filter

A Comprehensive Guide to Virtual Reality vs. Augmented Reality

9 Types of AR and How You Can Use Them For Your Business

5 Ways to Prepare Your Firm to Boost ROI with AR Marketing

ROSE Is a Shorty Awards Winner

ROSE has won our first Shorty award! Last week our Clash From the Past Mini Games project took home the Bronze Award for Art Direction at the 15th Annual Shorty Awards. In addition, we also won the Audience Honor for Clash From the Past Mini Games in the Art Direction and Gaming category, and for Mastercard Immersive Tour of the Miami Design District in the Extended Reality category! We are so proud of our team! Thank you to our partners and collaborators and to everyone that voted.

 

CLASH FROM THE PAST MINI GAMES: Bronze and Audience Honor, Art Direction & Audience Honor, Gaming

Clash of Clans, one of the world’s most popular mobile games turned 10 years old in August 2022. To celebrate #clashiversary, the maker of Clash of Clans, Supercell, and their creative agency, Wieden + Kennedy,  created a mockumentary around 40 fictitious years of Clash of Clans. The goal of the campaign was to envelop the fandom in this fake history and make them believe it was real through never before seen, “re-released” games, created by ROSE, one from each era of game design history. Over 170 Million players across the globe tapped, punched, ran, and smashed their way to winning back Barbarian’s sword from evil goblins, ultimately transporting him back to present-day Clash of Clans. Each game used Clash of Clans scenery, items, and characters but recreated to look like the era it was supposed to have come from. This meant the creation of over 900 net new assets to fully re-create the look from each decade. Additionally, to tie each game together and further the story, a series of cut scenes were created in each decade’s style. WATCH THE VIDEO  

MASTERCARD IMMERSIVE TOUR OF THE MIAMI DESIGN DISTRICT: Audience Honor, Extended Reality

In partnership with the Miami Design District, Mastercard™ has provided cardholders with a #Priceless tour of the area. ROSE created the immersive experience to bring seven key pieces from the district to the user’s own space. Using their mobile device, users are transported to the Miami Design District and can experience a 360-view of the selected art pieces. Upon entering each portal, users are able to learn about each piece through audio and written descriptions. This experience had an average engagement time of 1 minute and 40 seconds.           WATCH THE VIDEO  

KHAITE and ROSE Reunite for AR Technology-Enabled Fashion Promotion

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A Week in WebAR: Fashion Edition — Vogue, Dior, KHAITE, Mulberry and More

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