An increasing number of retailers have begun using technology to their advantage, with options like trying on clothing or makeup. Kendra Scott is the latest to join this group by offering the ability to try on jewelry using augmented reality.
How It Works
To use this new feature, potential Kendra Scott clients need to use the Safari browser on their iPhone. From there, they can visit the brand’s website to access the functionality.
When in use, this new augmented reality feature lets you preview products based on size, move, and look in dynamic lighting.
Available Products
At launch, the augmented reality try-on tool only worked with earrings. This was an intentional decision since earrings allow for maximum dynamic movement. In the future, Kendra Scott will be adding rings, bracelets, necklaces, and other items to this feature.
Reasons for the Feature
According to Kendra Scott, one of the driving factors behind this innovation was the desire of customers to have an omnichannel experience, combined with the need for convenient shopping.
Other Companies Using AR
Kendra Scott is far from the only company using augmented reality as a way to enhance online shopping. Ikea, Perfect Corp, and Wayfair have all already launched augmented reality technology. L’Oreal did the same with beauty lenses for augmented reality on the Snap desktop app.
Even before the current pandemic, many companies were working on these features as more consumers moved towards online shopping. Now, it has become even more critical for companies to develop these augmented reality features since customers are not able to view items in person in stores.
Other companies that are unable to sell their products or offer their services easily have made similar adaptions using the internet. David’s Bridal, for example, introduced virtual stylists as well as virtual appointments. Build-A-Bear released online activities for families and kids.
Will Boosting Online Sales Be Enough?
Experts are still unsure whether various strategies to boost online sales will be enough to make up for the sharp drop or complete stop in in-store sales for brands like Kendra Scott. Many experts, including analysts from Wedbush and Morgan Stanley, do not feel that online shopping will be able to compensate for the decline.
Kendra Scott’s release of this jewelry try-on tool was certainly timely, although time will tell how effective it is at keeping customers engaged and shopping.
Source:
https://www.retaildive.com/news/jewelry-brand-kendra-scott-introduces-ar-try-on-tool/577310/
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