The nascent field of AR portends a future in which consumers can try on their jewels virtually
One of the biggest hurdles in selling jewelry and watches online is the intangibility of e-commerce. Shoppers can’t touch and try on items, so they’re forced to rely on their imaginations.
But augmented reality (AR)—technology that superimposes graphics and other digitally created content on real-world imagery through a screen (camera, tablet, laptop)—has become a popular way for brands to put the “try-on factor” back into the selling equation online.
Retailers are also using AR to add excitement and expediency to the in-store shopping experience—by experimenting with mirrors, screens, and dressing rooms that create ways for shoppers to play with product.