Brands are gradually paying attention to WebAR, an immersive technology that provides companies with new ways to encourage audiences to buy their product. Using WebAR, you can develop advertisements or digital catalogs, where you can observe an item from all angles and try its digital version on yourself or your own environment.
Moreover, WebAR solves issues of customers who order an item online and don’t fully realize whether this item suits them or not. And, according to statistics, 91% of online customers bought items that didn’t fit them.
Learn more about WebAR technology, its principles of work, and the most successful use cases in our new article.
Technical Characteristics of WebAR for E-commerce
WebAR is an in-browser augmented reality that can be used on a smartphone, tablet, PC, or another device. Access to AR through a browser is perfect for e-commerce, allowing brands to provide their customers with instant access to digital content. And customers themselves don’t have to wait till a mobile app with immersive digital content is downloaded on a device.
In one of the precious articles, we explained in more detail the main difference between native XR apps and WebXR.
Key Principles of WebAR in E-commerce
WebAR uses gadgets and sensors to activate digital content that is superimposed on a real environment. Immersive AR content here means interactive digital 3D models, (both static and dynamic), with audio and video content, text information, etc.
For different business purposes, WebAR has, at least, 5 different types of functionality:
- Target recognition. It’s a feature that allows AR apps to detect and track 2D images, which activate augmented reality content. This function is available for both regular 2D pictures and QR codes. Target recognition is available for Android (Chrome web browser) and iOS.
- Target capture. A function that allows WebAR apps to track and augment 2D objects, captured by the user (business cards, stickers, etc). This function works both on Android (Chrome web browser) and iOS.
- Face recognition. A technology, that detects face surface and mimics. This feature superimposes immersive 3D content on a face to synchronize it with mimics. Face recognition is available for Android (Chrome web browser) and iOS.
- Surface recognition. A technology that detects flat surfaces (walls, floor, ground, table surface, etc) and places 3D objects on them. There’s also an option of using a device as a controller to move the AR object around. Unfortunately, surface recognition isn’t available for iOS.
- AR geolocation. This technology places digital objects, using geolocation markers or location tracking. As a rule, AR geolocation is used for augmented reality maps, AR navigators, and Pokemon Go-like games. This function isn’t available for iOS.
Advantages of WebAR in E-commerce
How WebAR is Changing the Way We Shop Online
WebAR allows users to activate virtual try on, which gives them the possibility to check out a digital version of an item before purchase. According to Vertebrae, 57.15% of customers said they’d like to place such items like furniture, appliances, and home decor in their environment before buying. Almost 34% of respondents said they would like to test digital clothes, shoes, and accessories before the purchase. And WebAR allows them to do it.
Role of WebAR in E-commerce Interaction
WebAR greatly improves customer interaction experience thanks to the opportunity to directly observe and try digital items. One of the ways to enhance customers’ shopping experience are interactive catalogs on the brand’s websites. These catalogs allow customers to observe 3D models of different items and place them on themselves or their environment before the purchase. This function is mostly used by brands for selling:
- cosmetics (virtual makeup);
- clothes, shoes, and accessories (virtual try-on);
- furniture and home decor (WebAR experiences that superimpose digital furniture in a real room).
How WebAR is Driving Business Income in E-commerce
Based on a previous point, the possibility to test an item’s digital version before buying increases a company’s income. In Q1 of 2020, French company L’Oreal increased its income by 20% with virtual makeup.
How WebAR is Increasing Audience Engagement in E-commerce
WebAR in e-commerce provides a specific way to engage customers. According to Accenture research, 50% of customers said they would turn to brands that implement immersive interactive technologies regularly, and 47% of respondents said they felt more connected with a proposed product by using immersive technologies.
Here, you can read more about the advantages of augmented reality in advertisement and how it enhances customer experience.
Examples of Brands Using WebAR in E-commerce
WebAR Fashion Experiences By Gucci
Famous Italian brand Gucci, in collaboration with ІТ company Kivisense, developed a WebAR try-on, which allows customers to wear digital sneakers. The experience is activated with a QR code on the brand’s official site, and a customer can not just check out digital sneakers, but also take a photo with them and share it on social media.
This WebAR experience uses foot tracking technology that helps a digital sneaker to realistically “fit” on a foot. AI automatically calculates a foot size, so virtual sneakers would look right on a user’s feet.
Along with Kivisense, the brand also developed a WebAR installation which represents a Gucci perfume Flora Gorgeous Gardenia. Using a smartphone screen, a potential customer places a digital model of a perfume bottle in a real environment. A user opens a perfume cap, and then virtual pink and blue flower petals are getting out of the bottle. Capturing the perfume mood is the main purpose of this WebAR experience.
Try Before You Buy: L’Oreal’s WebAR Virtual Makeup Experience
French cosmetics brand L’Oreal developed virtual makeup to help their customers choose decorative cosmetics on Amazon site. This WebAR experience tracks head movement and face mimics.
This experience is also developed by Modiface, which is considered to be one of the top augmented reality developers. The virtual makeup for L’Oreal is enhanced by AI, which provides photorealistic graphics and calibration of virtual cosmetics shades on a customer’s face.
A similar function is available on a Maybelline cosmetics site.
Revolutionize Your Home Decor with Umago’s WebAR Furniture Try On
Umago is a Danish company that manufactures home furniture in the Scandinavian style. To increase online sales, the company implemented a WebAR installation, which allows a user to transfer a digital model of, for example, a chair, table, or couch in their room. Developers used the Sayduck platform to demonstrate 3D furniture.
Thanks to the function, users can also observe AR furniture from all angles and customize them according to their tastes.
Nike’s AirMaxCloud WebAR Experience
To promote the new sneakers model Nike Air Max 2090, the company developed a mobile WebAR experience. The experience is about a user citing a smartphone screen to the sky, where a sneaker-shaped AR cloud appears.
A user taps on the cloud and activated video content with stories of famous dancers and athletes. The main purpose of these videos is to inspire Nike’s main audience — athletes and those, who lead an active lifestyle.
After the implementation of the installation, Nike increased their income from selling Air Max 2090 sneakers by 32%, and the number of website visits increased by 22%.
WebAR has already proved to be a game-changer in e-commerce. With this technology, online shopping became easier and more accessible with customers trying on a digital version of an item or even customizing it according to their needs and personal tastes. WebAR also allows brands to highlight themselves and attract the modern audience with gadgets to their product in a more interesting, immersive way. Like, for example, digital interactive promo of the item that emphasizes its advantages and unique features.
Dental education is a demanding discipline, requiring students to develop precise manual dexterity, particularly in preclinical restorative dentistry. In the past, students have been trained using conventional phantom heads or mannequins, offering a simulated but less tactile experience for practising procedures. However recent advancements in haptic feedback technology have transformed preclinical dental education, providing a more immersive and tactile training experience! The Importance of Haptic Feedback in Dental Education In dental education, the development of psychomotor skills is paramount. Dental students must hone their manual dexterity to perform procedures with precision and efficiency. Traditionally, students have trained on phantom heads, but these models lack the realistic tactile sensations experienced during real clinical procedures. Furthermore, the use of plastic teeth in these training models not only fails to replicate the natural variability of real teeth but also raises environmental concerns due to plastic waste. Obtaining natural human teeth for training purposes is also challenging due to ethical constraints. Haptic feedback technology has emerged as a game-changer in dental education. Haptic devices, such as Simodont, provide realistic tactile force feedback, allowing students to practice procedures on virtual patients. This technology offers several advantages: Realistic Sensations: Haptic technology simulates the resistance and pressure experienced in real clinical settings, enhancing students’ motor skills, hand-eye coordination, and dexterity. Safe and Controlled Environment: Haptic-based training allows students to practice dental operations indefinitely in a safe and controlled environment without the risk of harming a living patient. Personalized Feedback: The technology can provide personalized feedback to students, helping them identify areas where they may be applying too much or too little pressure and deviations from the proper trajectory. Limitations of Conventional Phantom Head Training Despite the advantages of traditional phantom head training, it has several limitations: Lack of Realistic Tactile Sensations: Phantom heads do not provide the tactile feedback experienced in real clinical settings, which can hinder students’ skill development. Environmental Concerns: The use of plastic teeth in phantom heads leads to plastic waste, contributing to environmental issues. Limited Reproducibility: Real patient procedures are not repeatable for practice, limiting students’ exposure to various clinical scenarios. Read also: Empowering Doctors And Patients: How Augmented Reality Transforms Healthcare How VR and AR Address These Limitations Haptic feedback devices, when integrated with VR and AR technologies, offer solutions to the limitations of traditional training methods: Realistic Tactile Sensations: VR and AR technologies create immersive virtual environments that replicate real clinical scenarios, enhancing the realism of training. Personalized Learning: These technologies allow for personalized feedback and performance evaluation, enabling students to identify and correct errors in real-time. Unlimited Reproducibility: VR and AR enable students to practice procedures repeatedly in diverse and realistic scenarios, ultimately improving their clinical competence. The integration of haptic feedback technology in dental education, especially when combined with VR and AR, has revolutionized preclinical training for dental students. It addresses the limitations of traditional training methods by providing realistic tactile sensations, personalized learning, and unlimited reproducibility!
Navigating the intricate maze of technological progress and human engagement reveals a constantly shifting terrain. Haptic devices stand out as the vanguard in this revolution, and WEART is undoubtedly leading the charge. In this expanded discourse, we at Qualium Systems, specialists in custom IT engineering, explore the engineering marvels and the expansive business applications of WEART’s pioneering haptic technology. The Technical Ecosystem: A Deeper Dive Hardware Innovation: More than Just Touch WEART’s devices go beyond mere simulation to recreate tactile sensations intricately. The wearables make use of cutting-edge actuators and sensors to offer a wide spectrum of tactile experiences, from the velvety softness of a petal to the ruggedness of a rock. 1. Actuators: Employing both mechanical and electronic components, actuators deliver precise tactile feedback. They play a crucial role in mimicking various textures, thermal cues and forces, pushing the boundaries of what users can ‘feel’ digitally. 2. Sensors: These aren’t your everyday touch sensors. WEART’s sensors can detect minute changes in pressure and movement, making the haptic interface responsive and incredibly realistic. Software Engineering: Facilitating Haptic Integration Qualium Systems takes pride in offering SDKs compatible with both Unity and Unreal Engine, making the integration of WEART’s groundbreaking haptic features easier than ever. 1. Unity & Unreal Engine SDKs: These engines are favored by developers for their ease of use and flexibility. Our SDKs are tailored for these platforms, offering rapid prototyping and high-fidelity rendering capabilities. 2. Custom APIs: Our SDKs come with a range of APIs that allow you to fine-tune the haptic experience to align with specific use-cases or requirements. 3. Data Analytics: The SDKs also include telemetry functions that capture key metrics. Businesses can assess user engagement in real-time, modifying experiences for better interaction. Expanded Case Study: The Transformational Power of Haptic Technology in VR Chemistry Lessons A Paradigm Shift in Science Education Our VR Chemistry Lessons App is a landmark example of how WEART’s haptic technology can revolutionize education. Typically, the teaching of chemistry has relied heavily on theoretical knowledge, supplemented occasionally by lab experiments. The WEART-enabled VR Chemistry App changes this equation dramatically. 1. Molecular Vibration: For the first time, students can tangibly feel the vibrations and movements of molecules, providing an entirely new dimension to understanding kinetic energy. 2. Chemical Reactions: Imagine the educational impact of feeling the heat dissipate in an exothermic reaction or the sudden cold in an endothermic process. It’s not just theory; it’s practically hands-on learning. 3. Substance Interaction: Different elements and compounds come with unique textures and properties. Our app lets students ‘touch’ these materials virtually, further enriching their understanding. The Birth of Dynamic Learning Environments The integration of WEART’s technology moves education from a unidimensional, rote-learning model to a multi-sensory, experience-driven paradigm. This shift is monumental in helping students better retain and apply complex scientific concepts. Business Implications: Why This Matters to You Economic Efficiency: Beyond Cost Savings Integrating WEART’s haptic devices significantly reduces the overheads associated with conventional training methods. Virtual reality setups eliminate the need for physical resources and spaces, making training efficient and cost-effective. Customer Experience: A New Frontier Introducing a tactile component to your services enhances the overall user experience. Whether it’s a virtual showroom or an online educational platform, the added layer of tactile interaction can make your services unforgettable. Competitive Strategy: The First-Mover Advantage In a market that is continually evolving, early adoption of new technologies like WEART’s haptic devices can give you a significant edge. It’s not just a matter of staying current; it’s about leading the charge in the new age of digital interaction. Final Remarks: The Road Ahead The amalgamation of WEART’s groundbreaking haptic technology with Qualium Systems’ expertise in software development is a game-changer. Whether you’re an innovator in the technical sphere or a forward-thinking business owner, the era of multi-sensory computing has arrived. The scope of what this technology can achieve is only limited by our imagination. At Qualium Systems, we’re excited to be your partners in this exhilarating journey into the future.
Today, modern technologies provide incredible opportunities in numerous areas, including the hotel business. This technology creates a deep connection between the guest and the hotel, overturning the usual idea of hospitality. Virtual reality allows you to surprise guests with immersive unique experiences that are not only exciting but also facilitate the activities of the establishments themselves. In this article, we’ll look at how virtual reality revolutionizes the hospitality industry and helps to deliver unparalleled guest experiences. Exploring Diverse Dimensions of VR in Hospitality There are several main areas where virtual reality is most often used in the hotel industry, including virtual tours, staff training, and VR entertainment. Enhancing Guest Experiences through VR VR hotel tours are one of the most popular directions where virtual reality is typically when dealing with hospitality. Before checking in, guests can take a trial visit to the property in VR to assess the hotel environment. This technique will help to better understand where exactly they want to stay, in which room, and whether this hotel meets the requirements. “One of the reasons why VR marketing has taken on a viral tone, arises from the fact, that guests will be provided with a hands-on point of view when making an important booking decision. Using such technology clearly illustrates that the property in question is keeping abreast of the latest digital trends. Today, VR tours can be easily placed on an online platform, through the rise of cost-effective software packages,” according to Keystone Hospitality Property Development. For example, the Atlantis Dubai Virtual Tour shows future customers what the hotel looks like, starting with the exterior and ending with the appearance of the hotel rooms. The experience was filmed in the 360o format. Thriving Frontier of VR Entertainment in Hotels Once your guests have checked into their hotel rooms, they should receive high-quality entertainment offered by the hotel chain itself. These can be virtual reality rooms for guests to spend their free time. For example, the Polish spa resort Czarny Potok also has a virtual reality room where visitors can play various games in VR headsets. In addition, virtual reality can be used as a preview of real entertainment available. Before your guest tries, for example, sightseeing, they can get a preview of a tourist destination they could go to. Consider a VR tour of the ancient city of Petra in Jordan. Read also: Virtual Tours of National Parks. Discovering Nature’s Beauty through AR and VR Navigating Future of Hotel Reservations through VR Another area of virtual reality that is developing in the hotel industry is VR booking. Similar to virtual sightseeing, a user can see the chosen vacation spot for themselves, though the range of possibilities of VR booking is wider. So, a VR headset user sees a digital globe of the Earth in front of them and decides on the point where they want to go. Next, they interact with a 3D model of the plane, which clearly shows the seats that can be reserved. Moreover, there is an opportunity to rent a car and choose the price of this rental. With virtual booking, users can select a payment method by scanning and adding a digital credit card. Virtual booking from Amadeus IT Group provides such options to users with VR glasses. VR’s Role in Transforming Hotel Staff Training In the hotel industry, virtual reality is used not only to serve customers but also to improve customer service. Virtual reality training, which fully reproduces the real work environment in digital reality, is an effective tool to improve the efficiency of hotel staff. For example, the Best Western Hotels chain recorded a 71% decrease in the number of customer complaints after the introduction of VR training. Virtual training is already used by the famous Hilton network. In this training, employees use VR headsets to immerse themselves in the digital space that reproduces the hotel.There, they perform various tasks typical for the hotel staff: cleaning the room, preparing a cart with lunch, and checking in guests. The integration of virtual reality marks a revolutionary step towards improving the guest experience and redefining the hospitality industry. With the introduction of virtual reality in hotels, guests are no longer limited by physical boundaries. Virtual tours of hotels and attractions allow them to go on exciting journeys and explore these places without leaving their homes. Once a decision is made, users can completely organize their own trip through VR booking in a gamified form. Virtual reality in the hospitality industry has also paved the way for more comfortable and faster service with the help of VR training for hotel staff. The combination of technology and hospitality has created a new dimension of travel planning where potential guests can virtually walk through hotel rooms, imagine their stay, and make informed decisions. Image: Freepik