Multi-Channel Commerce & Retailing

So Mr. Dhir has taken us through the some of the possibilities of scanning and using 3-D images for selling such things as clothing online. There are a lot of dependencies for this to come about and put the "reality" in augmented reality. Once the dependencies are in place, the possibilities are amazing.

So what needs to be in place for this Web 3.0 to work? Along with viewing things in 3-D (think Halo, except for shopping and not shooting), there is also the potential for 3-D browsing. All of this will put a strain on your graphics card. You'll also need a new 3-D monitor and 3-D navigation tool. Technology has a funny way of catching up quickly though, I expect these items to be in place before someone can write a practical application for them.

Assuming all of the technology comes together (it always seems to), what does this mean for eCommerce as we know it?

With Adobe's Scene 7 already showing 360 degree views of products, augmented reality proposing more 3-D views, the next step is 3-D browsing. The question is, does this really create a better browsing experience?

My prediction is that what starts as a gimmick could develop into something tangible. The obvious place for this phenomena will be at a store kiosk. It's unlikely that brands and retailers build 3-D browsing for the net in an environment where no one has a 3-D monitor, mouse, or "goggles." However a store kiosk at a high street retailer can generate interest and create a unique shopping experience. Coupled with endless aisle (the idea of being able to purchase items at a kiosk that are out of stock or not available in the store) this creates a cool shopping experience. DIY retailers have been using virtual showrooms for the past few year but this presents a whole new level of that experience.

As the technology develops, Web 3.0 will catch up with gaming industry, and we'll practically be browsing in "The Matrix." Where do you see the opportunities? As always I have more questions than answers......

Posted by Seth Lively at 10:18 PM | Permalink | Comments (0) | TrackBacks (0)

Back in June I came across an ingenious online shopping experience that Zugara had developed to allow customers to ‘try on’ clothes online before committing to a purchase. By using an Augmented Reality interface between their site and a customer’s computer and webcam, Zugara provide a service whereby customers can see an augmented reality version of the clothes they’re interested in, projected onto their image on screen. Sounds pretty cool huh?

This of course followed the fantastic use of augmented reality by UK retailer Glasses Direct in which customers can’ try on’ different glasses before purchasing them online. So here we have two solid examples of real-world applications of augmented reality. I then pondered, how long will it be before we can stand in front of our webcams and have flawlessly fitting clothes delivered to us each time we shop online? Think about it, it's merely a case of developing software to determine our measurements; surely this cannot be too difficult right?

When I read on Revolution Magazine that the UK fashion company InnovaClothing developed software that uses state of the art body scanners to capture a 3D image customers to produce perfectly fitting clothes, I was excited to say the least. This is the world's first online shopping service that features a 3D body scan to fit clothes to each customer's unique body shape.

After all this hype I’m going to throw a bit of a curve ball, because this technology isn't quite as far along as you would hope. The service currently requires customers to endure a consultation scanning session in the company’s office in Glasgow.  However sources have suggested that this service will be made available in more widespread locations in the next 2 years.

It would be interesting to know how far we are from having the same service provided directly through a website.  As always, I look forward to hearing your thoughts and comments around this topic.

For those of you who found this entry interesting I would implore you to take a look at a research project by the University of Cambridge called ProFORMA. It's only in the very early stages of development but already the results speak for themselves. This video shows how easy it is to scan an object with only a standard webcam. Considering that this is a conventional 2D camera it certainly may spell the end of costly 3D scanners and open the doors to a whole new realm of customised clothes shopping online.

Posted by Gaurav Dhir at 11:22 AM | Permalink | Comments (2) | TrackBacks (0)