Exploring The Evolution Of Virtual Try-On Technologies: A Comprehensive Review From A User-Centric Perspective

Abstract

Purpose: This abstract aims to provide an overview of the concept of Virtual Try-On and its potential benefits in enhancing customer engagement, reducing product return rates, and improving online shopping experiences. The purpose is to explore the methodology, findings, implications, originality, and key aspects related to Virtual Try-On.

Methodology Approach: The primary objective of this research endeavor is to scrutinize various domains, specifically Virtual Try-On, Customer Engagement, Customer Satisfaction, and Online Shopping Experiences. This paper is centered on conducting a systematic review to address the research questions and achieve the overarching study goals. The research methodology encompasses a coherent framework of theoretical, methodological, and practical considerations. The approach employed in this study entails a comprehensive exploration of Virtual Try-On, which encompasses an extensive review of existing literature, an in-depth analysis of case studies, an examination of scholarly articles, books, and their respective chapters, and a critical review of conference papers. The research primarily seeks to gain insights into the efficacy of Virtual Try-On in addressing crucial facets, such as enhancing customer engagement, mitigating product return rates, and elevating the overall quality of online shopping experiences. Network analysis, as an integral component of Systematic Literature Review (SLR), is employed to scrutinize the research on Virtual Try-On and their influence on customers.

Findings: The findings reveal that Virtual Try-On has a significant positive impact on customer engagement. By allowing customers to try on products, they are more likely to feel engaged with the shopping experience and make informed purchasing decisions. Additionally, Virtual Try-On greatly reduces product return rates as customers have a better understanding of how the product will fit and look at them before making a purchase. These lead to increased customer satisfaction and reduced costs for online retailers, save the time of the customer, and make more personalized and customized products.

Implications: The implications suggest that implementing Virtual Try-On in online shopping platforms can greatly enhance customer engagement and reduce product return rates. By offering customers the opportunity to try on products, online retailers can provide a more personalized and interactive shopping experience, ultimately leading to increased customer satisfaction and loyalty. Moreover, the use of Virtual Try-On can also help online retailers minimize the cost and environmental impact associated with product returns.

Originality: Virtual Try-On, also known as “Virtual fitting” or “Digital Try-On” enables customers to explore/ experience/ try the product using technology  The adoption of Virtual Try-On technology presents a multitude of opportunities and challenges for businesses in the retail and e-commerce sectors. On the one hand, it offers the exciting prospect of enhancing the customer experience by allowing individuals to virtually try on products before making a purchase. This can significantly boost customer engagement and satisfaction, potentially leading to increased sales and reduced product return rates. Moreover, Virtual Try-On can enable businesses to tap into the growing trend of online shopping, providing a competitive edge in the digital marketplace. However, this adoption is not without its challenges. Implementing Virtual Try-On systems can be technically complex and require substantial investments in software development and infrastructure. Ensuring the accuracy and realism of Virtual Try-On experiences, especially for items like clothing or cosmetics, can be a formidable task. Privacy and security concerns also arise, as the technology involves capturing and processing customer data, necessitating robust data protection measures. Additionally, not all product categories may be suitable for Virtual Try-On, and some customers may still prefer the tactile experience of physical shopping. Businesses must carefully navigate these challenges to harness the full potential of Virtual Try-On while addressing customer needs and concerns.

Paper type: Review paper