Virtual Reality May Be Making Shopping In Store Unnecessary
In the middle of quarantine last year around May I was in need of a new pair of sunglasses because I was lucky enough to have a pool in my backyard. During this time most stores were still closed, and I didn’t even feel comfortable going into to a store. Unfortunately, it is really difficult for me to buy sunglasses online because it’s hard to tell if they will look good on my face or not. After doing some research, my problem was solved by Ray-Ban and their Virtual Try-on feature which utilizes virtual reality technology.
What is the feature?
When going on the Ray-Ban website and clicking on a pair of glasses, you are given the option to try on. At first, you give the website access to use your camera and the below screen shows up. You are directed to move your head into the red oval. You may have to move it around a little until the oval turns green. Just a few seconds later, the sunglasses of choice show up on your face and you can move around, and they will remain on your face. I tried it for myself and it actually looked relatively realistic.
Why did this intrigue me?
This was the first time I have ever seen a virtual try-on and the concept was fascinating to me. It got me thinking that maybe this concept could revolutionize the online shopping process. Imagine if all you had to do was hold your phone up to a mirror and you could see how an item of clothing looks on you. This kind of technology is actually starting to be developed, Amazon currently has a virtual try-on feature as well. I would love it if that were an option at more stores. I am not someone who loves to online shop, because I find that I always end up having to return things and that is never fun. This kind of technology will likely continue to be developed.
A great new form of marketing?
I think that this feature definitely helped Ray-Ban achieve its marketing objectives and lead to more sales, especially during the Covid 19 pandemic. Many people like me were probably in a similar situation, wanting to buy sunglasses but wanting to try them on first. I definitely think other brands will try to incorporate this kind of feature on their websites as well. Ray-Ban will also likely try to improve their feature to make it look even more realistic. The Covid 19 pandemic drastically altered the way that people shop, and I think that it is not going to go back to the way it was. Online shopping will continue to remain really important, and I think brands will continue to do whatever they can to generate more online sales. Virtual reality and virtual try-ons could definitely assist in the change from brick-and-mortar stores to online stores.
Although I did not actually end up buying that pair of Ray-Ban’s that I virtually tried on, I really did consider it. It was really helpful being able to picture how the sunglasses would look on me and I’m sure many people feel the same way.
Do you think virtual reality will continue to play a major role for brands?
Talk to you soon!
Caroline
