Aditya Birla’s fashion portal abof.com enhances women’s online shopping experience with 3D trial room

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Myntra recently released an updated version of its app, called Myntra V2 which personalises the platform experience based on the users social media activity. It also launched an artificial intelligence robot named ‘Artie’ to give shopper fashion tips and advice. Going down the technological route, Lenskart launched a 3D virtual trial room to help customers pick out glasses by taking a selfie.

Abof scaling new heights

Now Abof.com the fashion portal which helped Aditya Birla’s offline fashion portfolio make the transition online has come out with its version of a 3D virtual trial room to enhance the customer shopping experience.

“The average return rate in the apparel industry is 20% with the most common reason being unsatisfactory fit. Moreover, in a recent survey of users who have never shopped online for fashion, we discovered that more than 50% gave size concerns as the biggest barrier to shopping online. Therefore, we decided to provide a user-friendly tool based on 3D technology to address the issue of fit visualization and size recommendations” said Vikram Bhat, chief product officer, abof.com.

“It took a few months to adapt this technology for Indian women body shapes. But the effort seems to have paid off in terms of higher consumer engagement. In the first couple of months since the launch, it has resulted in achieving 95 per cent accurate product fit for consumers. Consequently, for the products that have this feature enabled, the return rates are close to zero,” the company said.

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