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In the evolving eCommerce landscape and attention economy, digital experiences that connect with customers can be the difference between a bounce and a sale. One emerging area is live-video virtual try-on (VTO) for products like eyewear, which can boost consumer engagement and confidence.
The Sunski Experience: Form & Function
Sunski is an iconic and prolific brand known for stylish, sustainable sunglasses. Getting to that point has taught it the importance of customer centricity. Its customers aren’t just looking for sunglasses, they’re looking for gear that fits their active lifestyles. Whether it’s hiking or beachgoing, Sunski’s polarized lenses offer style and function. But in today’s online shopping landscape, it’s all about making it easy (and fun) for customers to imagine themselves using those products. The name of the game is to show rather than tell.
The Challenge
To that end, the San Francisco-based Sunski – no stranger to technology – knew that realistic virtual try-on (VTO) could be a game-changer for online shoppers. However, the VTO experience that it developed was marred by slow load times and insufficient realism – missing the key elements of any realistic and performant VTO experience.
The Solution
To raise its game, Sunski teamed up with SuperDNA 3D Lab and GEENEE. The former specializes in 3D content in eCommerce while the latter brings web AR based real-time body tracking and product personalization to the table. Altogether it assembled a combination of 3D expertise and neural-network-based computer vision.
From there, SuperDNA 3D Lab took Sunski’s product images and turned them into photorealistic 3D models, optimized for the web so that they loaded quickly without losing quality. With its Digital Asset Management tool and integration with Geenee, it generated 100 3D assets in three weeks. Its system also allowed Sunski to manage, review, and deploy the assets.
Meanwhile, GEENEE brought its body tracking and WebAR capabilities to the table. This enabled movement and dimensionality in the 3D models, so that they adjust dynamically to users’ faces. This meant two things: real time and realism – both staples of effective VTO.
The Results
The revamped VTO experience didn’t just catch eyes, it achieved tangible results. From August 30 to September 22 of this year, Sunski saw improvement in customer engagement and conversion rates. Taking those one at a time…
- Customer Engagement: 10.61 percent of users interacted with the virtual try-on tool. Those users spent an average of 3 minutes and 56 seconds on Sunski’s site. This resulted in a 165 pecent surge in active engagement time, signaling that users were not only testing the feature but genuinely interacting with the brand.
- Conversion Rates: Users who engaged with the VTO demonstrated a 300 percent increase in conversion rates compared to the general site traffic. 18 percent of those who used the tool ended up buying a pair of sunglasses – the ultimate performance indicator.
The Takeaways: Key Ingredients
So what were the biggest lessons from Sunski’s efforts, and how did it achieve such favorable results? At a high level, it took a simple idea – letting customers try on sunglasses online across any device – and turned it into a fun and useful experience. This required a few key ingredients, including capable underlying tech, a concrete vision, and brand commitment to make it all happen.
Additional lessons flowed from there, such as syncronizing AR’s capabilities with the existing marketing playbook. For example, a 10 percent promotional discount boosted traffic – giving VTO a chance to be seen – while the VTO itself drove sustained engagement. This is a lesson in pairing AR with other marketing tactics to amplify results.
The Future: What’s Next for Sunski?
While the numbers are impressive, Sunski isn’t stopping there. It knows there’s still room to grow, and its working on ways to drive more customers to its virtual try-ons. By adding entry points and creating a unified digital journey, Sunski aims to make online sunglass try-ons engating, intuitive and realistic.
“The try-on feature has really enhanced our eCommerce funnel,” said Sunski co-founder Michael Charley. “While users who engage with VTO often come with high intent, the tool has given us a real boost, increasing both engagement and conversions.”
Jatinder Kukreja is founder & CEO of SuperDNA 3D Lab
Mike Festa is CTO of SuperDNA 3D Lab
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