Many times, we hear the criticism that "Web-based virtual try-on for watches lacks accurate sizing, making it seemingly useless." While we agree with the first part of this statement, we strongly disagree with the second part. In this article, we will discuss why.
In one of our earlier blog posts, we emphasized that achieving complete accuracy in sizing is more of an aspirational goal than a current reality for web-based watch virtual try-on solutions. But should this be a roadblock preventing watch sellers from embracing this technology? Probably not. The reason for this is that augmented reality is not meant to be a precise measurement tool yet; the technology hasn't matured enough, and the work is still ongoing. But what's the point then?!
It is not that obvious, but there are many benefits that come with 3D and AR. In essence, these immersive tools primarily serve as engagement enhancers, drawing potential buyers into an interactive and gamified world. However, their benefits go beyond just that.
Elevated shopping experience
Luxury watches often have intricate designs and a multitude of subtle details that set them apart from their more affordable counterparts. These exquisite features can be challenging to showcase, especially when presenting watches online. Consequently, watch brands and sellers end up investing heavily in marketing efforts, such as costly photoshoots, videos, collaborations, and more. On the flip side, well-crafted 3D models (which can cost as little as $500), coupled with powerful rendering technology and high-quality virtual try-ons, empower customers to explore every facet of a watch in a remarkably realistic and immersive manner. For instance, they can effortlessly rotate the watch to inspect it from all angles, observe how light plays on its surface, zoom in for a closer look, and even interact with its functions. Furthermore, virtual try-ons allow them to simulate wearing the watch, using their device's camera, right from the comfort of their homes or wherever they may be. This way, they can gauge how the watch's dial looks on their wrist and whether it complements their style, igniting their imagination about what it's like to own such a timepiece. Not only does this help shoppers gain more confidence in their purchase, but also transforms the shopping experience into something engaging and delightful.
Brands and sellers report up to 94% increase in conversion rates after incorporating 3D and AR technologies.
Additionally, luxury watch retailers can employ 3D technology to offer personalized experiences. Customers can customize watch options, such as materials, dials, and straps, to create a bespoke timepiece that aligns with their unique tastes and preferences. While showcasing various options through photos is possible, 3D visualization tools provide an "instant switch," enabling buyers to swiftly compare different configurations while viewing the watch in 3D or even trying it on in augmented reality.
Global marketing
As we're all aware, global trends like the COVID-19 pandemic have reshaped shopping habits, leading more people to opt for the convenience of online shopping. For instance, our survey data indicates that over 32% of watch buyers exclusively make their purchases online. This shift has prompted watchmakers to rethink their retail strategies, reducing their dependence on physical showrooms in favor of offering a virtual showroom experience. This not only trims overhead costs but also extends their reach to a global audience without geographical constraints. One good example of such showrooms is Vacheron Constantin's Virtual Store.
Vacheron Constantin's Virtual Store
While immersive technologies indeed make it easier to expand one's reach globally, harnessing their full potential can sometimes be challenging without a deep understanding of the market and customer behavior specific to different regions. Immersive technologies provided by marketing platforms like Wearitar provide valuable insights into customer behavior and preferences, simplifying brand expansion. By tracking how customers interact with 3D models and which watches they engage with the most, sellers can fine-tune their marketing strategies and product offerings.
Competitive advantage
The dominance of Rolex, the increasing number of watch brands entering the pre-owned watch market, along with global uncertainties caused by war in Ukraine and Israel, are reshaping the competitive landscape among watch sellers. This reshaping significantly intensifies the competition and posing an existential threat to businesses following traditional business models. Adoption of immersive technologies sets luxury watch sellers apart from competitors who may still rely solely on traditional marketing and sales methods. It demonstrates a commitment to innovation and a willingness to embrace cutting-edge technologies, making such brands more attractive to a younger audience.
Millennials are projected to account for 40% of the global personal luxury goods market by 2025 - Bain & Company.
All of what we have discussed so far combined yields some other, often invisible at the beginning, dividends. For instance, as mentioned, immersive tools allow buyers to fully inspect and experience products, reducing their purchasing risk and, as a result, reducing buyers' remorse. Reports indicate reductions in returns ranging from 40% to a staggering 300% after the introduction of 3D and AR technologies on websites. Moreover, a more engaging purchase process enriched with personalized touches enhances the shopping experience, fostering customer loyalty and retention. In fact, 71% of consumers express their willingness to shop more frequently when AR is part of the shopping experience.
Summary
In summary, 3D and AR prove to be exceptional marketing tools, not only offering buyers a novel way to explore and interact with products but also deeply involving users in the process. This heightened engagement sparks interest and delivers a wealth of concrete and intangible benefits to sellers who embrace these technologies.
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