Results for retailers
In recent years many brands tried experimenting with AR technology. These experiments range from interactive games (Pokemon Go), kids’ games (Kinder), virtual try ons for clothing (Adidas), beauty (L’Oreal), and furniture brands (Ikea). Consumers proved to be very welcoming of these novelties and the research suggests that 43% of those who use their smartphones to shop expect all beauty brands to use VR (source). Adidas is one of the brands that fully embraced and integrated AR into its shopping experience.
Consumers are very welcoming to augmented reality (AR) technology, and almost everyone who tried it found it to be helpful when making a purchase decision. >90% of Americans currently use of would consider using AR for shopping . 98% of those who used AR for shopping found it helpful.
On the other side, brands who tested AR technology also signal positive outcomes — Shopify states that brands who leverage 3D content or AR saw a 94% increase in conversion rates. 27% increase in conversations on retailer websites driven by 3D content. 94% increase in conversion rate for products that feature AR or 3D content.
Adidas first introduced AR in its shopping iOS app back in 2019. Three years later, users can virtually try on 30% of the brand’s assortment.
In order to virtually try on the sneakers, a user needs to install an Adidas mobile app and find products marked with an AR icon.
With the democratization of AR tech, Adidas was able to apply it to over 1,500+ models of their shoes, which reportedly increase purchase intention 2X. >1,500 Models deployed since launch (2019). 2X increase in purchase intent.
While the virtual shoes give shoppers an idea of how a style might fit them, customers are likely to experience a few bugs when they move their feet.
In addition, to increasing purchase intent, AR technology drives brand image. Consumers say AR is the most likely technology to make consumers think a brand is innovative.
Adidas is not the only shoe brand that ventured into AR. Four out of the five biggest sneaker apps have virtual try ons.
AR tech is still in its infancy however it’s showing positive results for early adopters. These brands (while being still gimmicky) are getting a headstart to when it becomes a norm.