Brief:

• Gucci added an augmented reality (AR) feature to its iOS app that lets shoppers virtually try on the Italian luxury brand's line of Ace sneakers, VentureBeat reported. After pointing a smartphone downward and choosing a shoe style, shoppers can see a digital image of the sneakers overlaid on their feet.
• Because the app tracks foot movements, shoppers can look at the virtual shoes in real time and from different angles. They also can take a snapshot of the virtual shoes to share on social media or make a direct purchase of the real sneakers from Gucci's e-commerce site.
• Gucci developed the virtual try-on feature with Wannaby, a Belarus-based startup that specializes in retail applications of AR technology. Wannaby's Wanna Kicks app lets mobile shoppers see sneakers from brands such as Adidas, Nike and Allbirds.

Insight:

Gucci's virtual try-on feature is another demonstration of how AR technology can help mobile shoppers make more informed purchase decisions for a variety of products, such as shoes, cosmetics and home furnishings. By letting shoppers see 3D visualizations of products, brands can better manage consumer expectations and boost customer-satisfaction rates. Making customers happy the first time around helps to eliminate the costs of handling product returns from disappointed shoppers while potentially driving brand loyalty and future sales.

The luxury brand has integrated AR technology into its marketing mix in several ways to engage mobile customers and enhance the in-store shopping experience. As part of last year's customization service for its Ace sneakers, Ophidia tote bag and select knitwear and women's outerwear and tailored pieces, Gucci equipped some stores with a tool that let customers point an iPad or iPhone camera at a real product available in store, personalize the item and see it in a real-world setting, Women's Wear Daily reported.

Gucci is not the first brand to implement AR technology to demonstrate products or engage mobile customers with high-tech, immersive brand experiences. Nike's app lets shoppers similarly scan their feet with a smartphone camera to get customized recommendations on their correct shoe size. The sportswear company also has equipped store employees with similar mobile technology to provide personalized advice on sizes and styles while shoppers browse brick-and-mortar stores. Puma in April introduced a line of shoes that interact with an app equipped with AR filters. The "fire filter" let users virtually light their sneakers on fire, and was the first of several filters the company plans to roll out.