How experiential retail enhances customer experience in luxury fashion
Today’s consumers have higher expectations, prompting brands to create distinctive, immersive, and interactive shopping spaces that foster deeper connections with customers. This comprehensive customer experience approach is often referred to as experiential retail. Let’s delve into how experiential retail elevates customer engagement in luxury fashion and learn what Cappasity is bringing to the table.
Based on a Business of Fashion survey, 49% of shoppers believe that stores should offer more than just products for sale. Gucci serves as a prime example of a luxury brand that successfully integrated experiential retail into their in-store experience. Gucci Circolo, a pop-up concept, was designed to showcase various aspects of the brand through immersive experiences. These experiences were unveiled in experiential rooms within the Duke Gallarati Scotti building, each themed to emphasize Gucci’s strong connections to art, cinema, and music.
Personalizing customer experiences through AI-powered recommendations
Luxury brands are increasingly turning to AI for the personalization of shopping experiences and forging of deeper emotional connections with customers. Burberry, for example, utilizes intelligent automation to enhance customer service. In harnessing AI for the analysis of customer data, Burberry is able to make personalized product recommendations. Additionally, the brand has integrated a chatbot that employs natural language processing to address customer inquiries and offer personalized suggestions.
Bringing experiential retail to e-commerce
In the realm of e-commerce, the focus is on delivering a seamless, enjoyable, and distinctive online shopping experience. Immersive technologies like 3D images, virtual try-on features, and Augmented Reality play a crucial role in achieving this. Luxury brands can also engage younger, tech-savvy consumers by creating virtual showrooms. For instance, Gucci established a virtual showroom in Roblox, providing a unique and immersive brand encounter for a youthful audience. This platform enabled users to explore the brand’s latest collection and make purchases using in-game avatars. Gucci further enhanced the shopping experience by introducing an AR app that allows customers to virtually try on shoes.
How to leverage experiential retail with Cappasity
Cappasity offers the first scalable solution for the fast production and easy embedding of 3D/AR content into websites, mobile apps, classifieds, and marketplaces. It includes the SaaS platform, the Easy 3D Scan software for content production, and API/SDK for integration scenarios. The Cappasity platform allows clients to create, analyze, and embed immersive content. The solution is widely used by brands from different industries to deliver immersive consumer retail experiences.
The platform supports general content formats, including 3D models. So, if you have a ready-made 3D model of an item then you can upload it directly on the Cappasity platform with a couple of clicks. Once the 3D model is uploaded, you can embed it into your online catalog. Retailers can also activate the AR view for the 3D model to deliver an AR shopping experience on their websites with our player. Mobile users will be able to instantly launch the AR experience on their smartphones, while desktop users will only need to scan the QR code leading to the AR experience. QR codes are generated automatically by the platform and don’t require any additional effort on the client’s behalf.
We’ve also developed our proprietary data format, solving the problem of fast and affordable content production. The technology allows you to create AR Holograms of items without manual 3D modeling. You simply have to shoot a video and process it using the Cappasity Easy 3D Scan software. An AR Hologram is created within as little as 20 minutes, where it usually takes multiple days.
Click the “Cube” icon to activate an AR experience.
Cappasity AR Holograms provide animated views, allowing shoppers to see materials in movement and better envision how the desired items would fit. They can be used not only in e-commerce, but also in brick-and-mortar stores. Retailers can print QR codes redirecting shoppers to AR Holograms and add them to item tags for the realization of an AR-based shopping experience. The consumer simply needs to scan a QR code with their smartphone to explore a whole outfit or separate items in the surrounding environment. Using AR to view fashion pieces allows consumers to get a clearer sense of their real-life appearance, enhancing the shopping experience by making it more interactive and user-friendly.
What’s more, Cappasity’s enterprise clients are given access to an AI-based analytical system that allows them to study consumer behavior on a website or a mobile app. For example, Cappasity AI helps brands measure consumers’ engagement — they can track all consumers’ interactions with your 3D Views, like rotating items, zooming in, etc. Cappasity AI generates a heatmap (Zoom map) for every product, illustrating each customer’s interactions with product 3D Views. Using these heatmaps, you can conduct A/B testing to improve your product packaging by comparing and analyzing the reactions of different focus groups.
To leverage immersive technologies and AI-based tools into your brand’s strategy, contact our team at support@cappasity.com.
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