By: Ankush Karwa, Co-Founder and Director, eShopbox, Gurgaon

Technological development in the field of online business started from early 90’s, where only structured, less experiential goods could be experienced on online eCommerce. Owing to this process of digitization, fashion retailers began strategizing newer ways to reach and engage with consumers via Digital techniques. As a result, many fashion eCommerce sites have developed and encouraged consumers to look for online products, offers and new collections. Thereby making it possible for fashion & lifestyle products to be extensively bought online.

Technological innovations in the last decade have enabled fashion consumers to buy online with near real experience and at the same time, it has enabled fashion retailers to sell online in a better and efficient way.

[Image Source: yalantis]

Variety, trends, fitting, colors, brand options are the main factors that impact the consumer’s online buying experience. Technologist across globe are working to enable such “near real” experiences of buying fashion products online. Social media enabled Fashion e-Commerce and has also led to take trends, styles and other influential aspects to the next level with sources of feedback and sharing of user experiences.

  • Varied Exposure:

For a better user experience, consumers can quickly search for options across various sites via aggregators like ROPOSO. Technological enhancement has made accessibility more convenient with the advent of marketplaces, which is providing customers with more options on a single platform.

[Image Source: letsintern]

  • Decision making on selection of right product

Industry stalwarts are aiming at enhancing consumer experience by enhancing visual appeal for webstore. For this purpose eCommerce sites are constantly upgrading the technologies. Consumers can now view quality images with high internet speed.

  • Multiple Images, with various angle

Image Size, zoom functionality, alignment, margins, background, shadows, viewing angles are features that enable customers to view the products carefully to be able to take decision on buying the products.

[Image Source: prestashop]

  • Videos to enable greater experience of products:

Further next level in experiencing, eCommerce sites are now deploying product videos to give consumers an enhanced experience of style and looks of a product.

  • Availability of size charts and virtual trial rooms:

Gone are the days when consumers steered away from online shopping because of the confusion of sizes and how the dress would look on them. eCommerce players like Zovi, have created standardized virtual trial rooms, that enable consumers to click on the pictures and try the product on website virtually. This has made it easy for consumers to get an overall appeal of a product. On the other hand, size charts enable consumers to get idea on the fitting.

[Image Source: theglobeandmail]

  • Omni channel experience:

Omni channel experience facilitates consumers buying option by identifying different ways to interact with consumers. Consumers are no longer hesitant about shopping experience be it online or in store. So, retailers are adopting technology to enable Omni-Channels for consumers.

  • Webrooming and Showrooming:

Technological innovations have enabled consumers to blend their search online and offline. Now they can search online and buy offline (webrooming), further they can search offline and buy online (Showrooming) .

[Image Source- bizreport]

  • Image scan and search:

Several applications have made it easy for consumers, to search online for best possible options available. Simply by taking a picture and searching it online through several applications, consumers can easily match similar options and can also compare the price available along several platforms.

  • Virtual mirror:

Virtual mirror system consists of a life-sized mirror that overlays the customer’s image with pictures of clothing they select using gesture and touch based interfaces. It enables retailers to quickly create outfits by mixing and matching a wide range of garments. This facility enables retailers to increase the conversion rate as well as customer satisfaction.

A link to a video on Virtual mirror:

Consumers love to try new products. Virtual mirror can generate a “near trial” experience for large number of products with just a swipe and click.

With the variation and development of available technologies, consumer buying experience has been enhanced. Omni-channel experience, convenience, variety , discretion everything has been customised for enhancing the buying experience. Availability of multiple angles and virtual trial has made it easy for consumers to compare and buy.