Photo credit: WWD
Tenth Street Hats is letting shoppers try on headgear in a whole new way: augmented reality. The tool, accessed via a button on the product detail page that reads “Try it on in AR,” is available for both mobile and desktop consumers, although shoppers need to have a web camera to use it on desktop. Shoppers can use the 360-degree feature to “try on” nearly 30 of the 200+ hats sold on Tenth Street Hats.
- Increased conversion rates 33%; and
- Boosted engagement 74%.
Tenth Street Hats wanted to test the conversion and engagement results before deciding how far to scale up the technology, so it limited use of the AR functionality to select best-sellers. But the retailer also set its sights on bolstering consumer confidence in the fit and look of the hats and increasing its social media presence.
“We wanted to see how they performed first before investing in the tech across all merchandise,” said Carson Finkle, CEO of Tenth Street Hats in an interview with Retail TouchPoints. “We are promoting them very strongly. All of them have the 3D product badge on them so anywhere you go on the site, you’ll be able to see which hats have those capabilities. There’s also a main block on the home page that serves as a call-to-action to ‘Experience AR/3D Try-ons,’ which directs shoppers to a collection page that has all the hats you can try on via AR.”
Tenth Street Hats is the direct-to-consumer e-Commerce site for hat wholesaler and distributor Dorfman Pacific Inc. Although Dorfman has a history spanning nearly 100 years, the site only launched in November 2017.
AR Builds Shopper Confidence, Encourages Social Sharing
Tenth Street Hats already takes nearly 25 photos of its hats at various angles for its print catalog and online imaging. While the retailer sends these images to Vertebrae, it also now sends the…