Zalando has taken another step in the shopping experience by improving its virtual clothing fitting room with the incorporation of a custom 3D avatar. As part of a pilot test, Spanish consumers will be able to create an avatar with their actual body measurements and thus guarantee a better representation of garments and sizes.
As the company reports in a statement, the new functionality is available in fourteen markets, including Spanish, and with a selection of Levi’s brand clothing. For four weeks, users will be able to enjoy the experience, and the firm will collect learnings and insights to optimize development.
Users will be able to use their phone to see how the different sizes will look on their body and access a 360º view of the avatar. They can also zoom in and out to more closely inspect how a garment fits their body.
From Zalando they point out that the new functionality will mean a improving the virtual fitting room experience. As they explain, in the first versions of this, 3D avatars were based on statistical models that used the client’s height, weight and sex to predict their body shape. Now, with the integration of body measurement technology, avatars can be generated that accurately reflect the shape of bodies.
However, the functionality will not only positively impact the shopping experience, but also on activity and business from Zalando. “ANDWe have seen up to a 40% reduction in return rates with our virtual fitting room technology“, commented Joelle Esmoris, Zalando spokesperson for Spain, in a statement. “Although these results are limited due to the technology’s testing phase, they are a promising indicator of its potential to improve both customer satisfaction and that of our partners, the brands.”.
Zalando points out that the development of this type of initiative is motivated by a growing consumer frustration with the traditional fitting rooms, incorrect sizes and the inconveniences that returns represent. It indicates that around 36% of European adults say that a negative experience in the fitting room or during purchase stopped them from purchasing the desired product.