As internet access grows rapidly around the world, online shopping continues to gain more popularity every year. A common problem encountered by online shoppers is the struggle to find their accurate size in clothing. Unlike an actual shopping experience where customers usually have access to fitting rooms, online shopping doesn’t allow customers to try on clothes. Although measurements and size guides are available, Customers are often disappointed with how they look in the clothes because they expected them to fit their body shape differently. After all, most of us don’t look like the models on the website. Due to this, returns on online purchases are on the rise, having a significant effect on retailers' operations and profits. By adopting Artificial Intelligence (AI) and Augmented Reality (AR), retailers can overcome this issue (Yang et al., 2020). Image Source: https://www.laoistoday.ie/2017/11/20/gardai-launch-safe-online-shopping-campaign-ahead-black-friday-cyber-monday/ (Hartnett, A. 2017) AR can be used to assist online shoppers through virtual fitting technology. To reduce uncertainty when buying clothes online, Virtual fitting rooms allow consumers to virtually “try on” clothing to accurately depict what it will look like on their body type (Yang et al., 2020). Using just a photograph of yourself, you can transfer the piece of clothing from the model while conserving your correct body shape, and skin colour (What’s AI, 2021). This helps customers accurately visualise how a piece of clothing will look on their body type and determine if it’s flattering on them and worth the purchase. They can also combine multiple clothing items and virtually try them on together, just like an actual shopping experience. This is helpful when putting together outfits rather than only looking at the individual products on the model. Customers can mix and match clothing until they find an outfit that they desire. Image Source: https://mobidev.biz/blog/ar-ai-technologies-virtual-fitting-room-development (Tatariants, M. 2020) Previous and existing virtual fitting technology using AR can effectively reduce customer returns, however implementing AI can further enhance the customers satisfaction by helping sellers reach their consumers needs by using data and algorithms. AI virtual fitting technology becomes familiar with each consumers clothing preferences and recommends products tailored to their style and informs them of what size will best fit them. Then it will display the recommended products through the virtual fitting technology so the customer can see exactly how the personalised outfit will look on them. After discovering and absorbing all relevant information from the artificial intelligence customised virtual-reality experience, the customer can then make an informed purchase. Online stores can increase profits by almost 14% by using recommendation algorithms driven by data (Ettl et al. 2019). Image Source: https://www.livingabroad.com/tis-the-season-for-shop-ship/internet-shopping-online-purchases-e-commerce-and-express-package-door-to-door-delivery-service-concept/ (Heyne, C. 2019) With the application of both AI and AR in virtual fitting technology, online shopping will continue to progress by limiting customer doubts and assisting them in making more informed purchases causing a decrease in returns, therefore benefiting retailers as their profits increase. Artificial Intelligence has many other effects on our shopping experience, which we will be discussing all week so make sure to keep an eye out on our blog for more shopping related content.
Reference List Ettl, M., Harsha, P., Papush, A., & Perakis, G. (2019). A data-driven approach to personalized bundle pricing and recommendation. Manufacturing & Service Operations Management. https://doi.org/10.1287/msom.2018.0756. [Accessed 21 March 2022] Heyne, C. (2019) Internet shopping, online purchases, e-commerce and express package door-to-door delivery service concept. Available at: https://www.livingabroad.com/tis-the-season-for-shop-ship/internet-shopping-online-purchases-e-commerce-and-express-package-door-to-door-delivery-service-concept/ [Accessed 21 March 2022] What’s AI (2021) The AI-Powered Online Fitting Room: VOGUE. Available at: https://youtu.be/i4MnLJGZbaM [Accessed 21 March 2022] Yang, G., Ji, G., & Tan, K. H. (2020). Impact of artificial intelligence adoption on online returns policies. Annals of Operations Research, 1-24.
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