Walmart has become the latest retailer to join the immersive shopping age. A corollary to the “shoppability” movement that we often cover, this is all about giving shoppers more immersive options to visualize products. It often involves 3D and AR try-ons, which engender more confident purchases.
This confidence is a key factor as it’s been shown to boost conversions. Equally valuable for some retailers, it has reduced returns. That stands to reason as a more informed purchase is less likely to result in misguided style and fit. Aggregate returns total $550 million annually – a big retailer pain point.
Be Your Own Model
In Walmart’s case, it hasn’t yet evolved to the dimensional AR try-ons seen in features like Amazon’s virtual shoe try-ons, but it’s a step in that direction. Known as “Be Your Own Model”, it lets shoppers apply their own photos to eCommerce shopping flows to see how clothing looks on them.
This builds from Walmart’s feature that let users virtually outfit models that represent a range of body types that may resemble their own. This includes various appearances, hairstyles, and skin tones. It was all about simulating style and fit to achieve the buyer confidence levels noted above.
Now, the ability to use one’s own images further personalizes and contextualizes these shopping flows. users do this by taking a picture of themselves using Walmart’s iOS app. From there, they can outfit that image with 270,000 style items from brands like Champion, Levi’s and Hanes. More will roll out over time.
One question that arises is if these 2D images are effective in simulating the nuances of a 3D fit. Life (and clothes) happen in 3D after all. Walmart’s ability to do this flows from its 2021 acquisition of Zeekit. This involves computer vision and neural networks to ensure a dimensional fit (think: sleeve draping).
SMB Training Wheels
Stepping back, Walmart’s approach is notable in that it’s a few steps short of the immersive AR try-ons referenced above. This could be a double-edged sword in that it doesn’t reach full virtual try-on status, but it does accommodate more mainstream users that are still intimidated or unfamiliar with AR.
And when looking at Walmart’s customer base, it’s a psychographic that’s arguably less technologically advanced in these ways – at least in an aggregate sense. This could make Walmart’s approach on target, and possibly just the first step in a broader plan to ease its target markets into immersive shopping.
The reason we make this point is that it could hold lessons for future implementation among SMB retailers. As it often goes, emerging tech starts at the brand level before trickling down to SMBs. So its dynamics and demand signals can be leading indicators for SMB-focused startups and agencies.
That not only goes for SMB customers (who represent a wide range of tech-savvy), but SMBs themselves. When marketing immersive shopping technologies to them, the phased-in approach that Walmart is executing could be smart. Think of it like training wheels for non-savvy SMBs.
