Following Amazon, Google Launches Virtual Shoe Try-Ons

Shoes seem to be the new favorite product category for virtual try-ons. Following Amazon’s recent move to let users try on shoes through AR, Google has launched something similar. This builds on a feature teased at its September Search On event, officially launching yesterday at a Google event in New York.

Specifically, it lets users launch 3D/AR product visualizations from search results. After searching (in Google Shopping or Google proper), eligible search results will contain a “View in my Space” option. Tapping it lets users virtually place a given shoe in front of them and spin and zoom to examine it.

The UX emphasizes product details like colors and textures. The idea is to make a more informed consumer purchase, which has demonstrated strong results including greater conversions, basket sizes, and fewer returns. The latter alone is a big pain point: to the tune of $550 billion annually.

Amazon Amps Up AR Try-Ons

Right Direction

One thing that jumps out from this feature is the omission of dimensional “try-ons.” Several product categories popular in AR (cars, couches, etc.) let you place an object in your space to see it up close. But some style items (shoes, hats, sunglasses) often let you digitally fit them to your body.

Though that virtual try-on dimension is missing in Google’s new 3D shoe feature, it’s a step in the right direction (excuse the pun). It’s all about getting users acclimated to AR shopping in search (a la Google Swirl), which deviates from their current habits. It’s also about planting seeds among brand marketers.

For the latter, one challenge for brands and retailers that want to offer AR shopping is the actual 3D product models. They can be expensive and time-consuming to create (though they’re cheaper than traditional photo shoots). Moreover, it’s a new technology for busy marketing execs to learn.

That’s why part of Google’s announcement involves this virtual try-on  3D production workflow. Specifically, it offers a way to automate 360-degree views of shoes that are generated using 2D stills and some machine-learning magic. This will be available to any shoe manufacturer in the coming months.

Meanwhile, Google will seed this brand-facing feature (as well as consumer demand) by launching with a few partners. Those include Saucony, VANS, and Merrell, with several more coming according to Google. And we expect the View in My Space will expand into other style-oriented product categories as well.

Walmart Doubles Down on Visual Shopping

Ecosystem Forming

Zeroing in on the 3D model challenge virtual try-ons introduced above, we’re seeing other AR providers streamline the process to lower adoption friction for brands. For example, Apple’s Object Capture lets brands create 3D models by simply taking many 2D stills, which it similarly stitches together with some back-end magic.

Snap does something similar. And there’s an ecosystem of vendors forming. For example, there’s 3D model construction (e.g., CG Trader), optimizing and managing 3D models (VNTANA), and distribution and eCommerce functionality (NexTech AR Solutions). This value chain will continue to develop.

Meanwhile, footwear is a logical product category to start to get consumers acclimated to the idea of 3D and AR shopping. Shoes have a combination of nuance (in fit and in style) and high consideration. This is where an extra confidence boost from dimensional visualization can increase conversions.

Besides shoes, 3D and AR shopping has gained traction for furniture because of item bulk. It’s also been popular for cosmetics, sunglasses, and anything else that goes on your face. It’s still early, so we’ll see other categories emerge as consumers develop habits and expectations towards virtual try-ons … and brands do the same.

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