Aditya Birla's fashion portal achieves close to zero return rates with 3D trial room

BANGALORE, INDIA: The biggest challenge for the fashion e-commerce players is their struggle to provide appropriate size recommendations for customers. To overcome this challenge abof.com has introduced a 3D trial room in its website.

“The average return rate in the apparel industry is 20% with the most common reason being unsatisfactory fit. 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. “Shopping with 3D trial room has helped our customers to see what works for their body shape and thus make more informed purchases,”

After introducing 3D trial room, abof.com has achieved 95 percent accurate product fit for consumers. The products that have this feature enabled, the return rates are close to zero. The conversion rate for products available with 3D trial is 400% higher than the industry norm.

How 3D trial works?

The tool allows users to visualize the garment on a customized 3D avatar-type model and get the right size recommendation. In addition, the tool also allows users to layer garments providing a complete outfit view. The tool allows women to try out various looks also. With 3D trial room, which is enabled for most of the women’s apparel, abof.com’s customers can virtually try products by inputting just three basic body measurements.

Customers have also begun to purchase higher priced products such as evening dresses more confidently using this tool.

Powered by the online fitting technology company, Metail, the 3D trial room has helped to unlock the wide range of data that has helped in constantly designing and creating a better fit garments for the customers.

This technology has been deployed in a few global markets like UK, Brazil, and Far East. 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, and better fit and size recommendations.