With most of its brick-and-mortar stores still closed, jewelry brand Kendra Scott is using virtual try-on’s to help customers shop.
Customers can now try-on jewelry remotely with their iPhones. Using the Safari browser to visit the Kendra Scott website, viewers can launch the augmented reality (AR) technology to try-on products. For the initial rollout, the brand is only implementing the AR tool for earrings, but plans to expand to necklaces, rings, and bracelets in the near future. The remote try-on allows shoppers to preview the product’s sizes and lighting, and could provide customers with a more accurate, at-home shopping experience.
This innovation is the latest effort by Kendra Scott as the brand works to present customers with an “omnichannel experience”. Adopting digital e-commerce strategies is nothing new for the brand, however, as it is an industry leader for its early investments in digital shopping features, according to Gartner’s Digital IQ Index: Watches & Jewelry. Introducing an AR platform could lead to a convenient shopping experience for customers in lockdown, especially as e-commerce shopping continues to increase during the pandemic. The initiative could also help the brand tap into a new virtual community during the crisis, potentially capturing the attention of new consumers who will continue shopping at Kendra Scott when stores are reopened.
While e-commerce sales are not expected to make up for lost brick-and-mortar sales, innovating digitally could still help Kendra Scott stay afloat and set the brand apart from its competitors.