In our research for PSFK’s Future of Retail report, our consulting team realized that retailers are beginning to offer electronic mirrors and displays that superimpose products such as clothing and jewelry onto the bodies of shoppers. Using in-store monitors connected to cameras, these augmented systems provide fast browsing, a playful element of interactivity, and instant purchase options.

MANIFESTATIONS OF THIS TREND:

Mirror Lets Kids Try On Virtual Outfits

Virtual Tablecloth Visualizes Menu Selection

Virtual Fitting Room Uses Augmented Reality For Trying On Outfits

Digital Mirrors For Sampling Makeup

Sizing Clothes With The Help Of Augmented Reality

iPad App Lets Women Try Out Different Hairstyles

IMPLICATIONS:

Interactive retail technology can directly ship to top shoppers and provide access to more choices such as additional colors, styles and sizes.

– JD Spangler, VP, Category Development, Hanesbrand

These electronic mirrors allow shoppers to browse dozens of potential purchases—but only end up with a few ‘best’ choices when they get to the fitting room.

– Ivy Ross, Chief Merchandising Officer, Gap

AR experiences help brands to fully engage an audience by allowing them to handle your product. It’s a huge step in making an advertisement more personal and captivating.

– Irina Kharseeva, PR Manager, AR Door

I envision technology will play an increasingly integrated role into the physical retail experience. Companies have deployed technology throughout the back-end functions of business. Now I believe there are opportunities to bring the technology to enhance the front end customer facing services.

– Stephen Hughes, Retail Market Development & Strategy, Toyota