Magical purchases for sustainability: Augmented Reality for digital marketing decreases online shopping returns
| Reference number | |
| Coordinator | Rule Communication - Nordic AB |
| Funding from Vinnova | SEK 1 082 000 |
| Project duration | April 2019 - June 2020 |
| Status | Completed |
Purpose and goal
With this project, we want to change the behavior that has emerged over the past decade due to e-commerce with free returns. This has given rise to increased waste of resources due to unnecessary transportation, logistics, packaging, packaging and packaging. Through Augmented Reality (AR), we want to provide a better purchasing basis to reduce the need for customers to order goods that they do not need or choose to return.
Expected results and effects
We have developed an augmented reality system that integrates 3D graphics with the user’s surroundings. Our user-friendly interface allows users to upload 3D models and embed them in email. The recipient can then interact with a rich AR experience, such as placing a sofa in their living room or visualizing how a shoe fits with other garments. During the user tests conducted, 90% of the respondents suggested that our solution contributes to a better experience of the product and they saw many opportunities with AR in their marketing.
Planned approach and implementation
A mobile prototype was developed and user tests were carried out, which were followed up with a questionnaire and in-depth interviews. The project has shown that access to 3D models is important for broad adoption of AR technologies, therefore we have also presented three alternatives for developing models, with different cost, detail and commitment. “Furniture feels extremely compatible with AR and I really think this is the next step”, “Onesize products could reduce returns on anything, hats, caps, scarves, etc. It would bring down our returns” - Growth Manager, J. Lindeberg