Online retailers now have another weapon in their marketing arsenal: a new platform based on Augmented Reality (AR) on the Web.
Called Axis, it is aimed specifically at retailers and was launched Monday by the advertising agency and technician Santa Monica AR / VR Vertebrae .
How does this help visitors to visit online stores? It takes advantage of the fact that Web-based Web Recovery, without additional applications or plug-ins, is now possible on all types of devices. Recent iOS phones and tablets can make the best use of front and back cameras, said founder and CEO Vince Cacace, but phones, Macs and Android PCs can also enable various RA features via the platform.
A key feature of the Axis platform is the ability to virtually try a personal product, such as shoes, handbags or sunglasses.
To do this, a retailer's site requests access to the visitor's camera. Once granted, Axis takes a live photo of the user and uses Apple's AR Quick Look technology or Vertebrae's proprietary software for face recognition or shape contour recognition.
The result: a hat that "fits you" on the head:
Cacace noted that in addition to accessories such as hats or handbags, visualization in a real-world environment is well suited to certain types of products that are subject to close inspection, such as cameras or furniture that be placed in "real" environments. "Living spaces: Things that do not work well: clothes like jackets because they are draped differently on different types of bodies."
New types of analysis of intent. The platform also offers the ability to scale up light 3D models of product catalogs, for which Vertebrae employs a network of production store / developer partners. 3D models of products, noted Cacace, offer a more flexible and detailed visualization than a 2D or even 360-degree photo, as well as the ability to virtually open a product.
Analytics offers the usual menu of engagement, selected products, etc., but it is supplemented by data indicating the behavior of the user specific to AR, such as the fact that the visitor is " behind 'the product or opened it.
Tenth Street Hats, based in Stockton, California, currently uses the Axis platform . Cacace announced that its company was working with Crate & Barrel to use the platform "for a lot of products".
He stated that Axis was the only commercially-driven web platform for AR retail experiences and 3D asset creation, which works for all devices and the front and back cameras. He pointed out that Shopify's e-commerce platform had also set up an online AR platform but it only offered Apple's Quick Look technology and was used only for rear-facing cameras.
Why this is important for traders. Vertebrae cites a Forrester report released in November 2017 that revealed that only 5% of marketers were using AR. But a trade-driven web platform could make this solution more appealing to marketers looking for a way to simulate the online store experience.
The key question: is it more than a gadget?
According to Vertebrae, a six-week beta period with Tenth Street showed that visitors were 33% more likely to make a purchase as a result of visiting product pages with AR than pages without product. And, he said, users spend an average of 74 percent more time on AR product pages than non-page users.
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About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a senior online producer / writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.