We Are Organized Chaos

Why The Webcam Social Shopper Isn’t A “Virtual Fitting Room”

As other companies finally enter the augmented reality ecommerce space to try and compete with us, we’ve noticed a trend: they all refer to their execution as a “virtual fitting room”, and promise brands that they will allow shoppers to “try on clothes” from the comforts of their own homes. And while I completely understand how that metaphor would be an easy connection for potential clients to make, I’d like to take a moment to explain why we’ve always actively avoided using that type of messaging/language when discussing our Webcam Social Shopper (WSS).

Simply put: With the current technology shoppers are using at home (i.e. a normal computer and webcam) we can’t deliver on the promise of fit. No one can. And we feel it’s critical that we help brands to manage their shopper’s expectations from the get-go.

Let’s for the sake of this post completely ignore how important an apparel item’s tactile feel is when you try something on, and focus solely on what a shopper would expect when they’re in a dressing room trying something on. They’d expect to see where that item bunches, grabs, sags, and hangs. “Does the blouse hang too low?” “Are these jeans gonna give me a muffin top?” They’d want to see how that particular item would fit their very unique body, and rightfully so. Companies are proactively telling them they can “try something on”, and a shoppers only frame of reference is what happens in the real world. So all developers are doing by setting those expectations is setting shoppers (and online retailers) up to be disappointed by the experience rather than excited.

But “so what” if you can’t see how it fits? The value proposition doesn’t have to be about fit to greatly advance the current online shopping experience (especially for young women, who have grown up digital but are still shopping with their grandmother’s internet).  WSS is about validating color and style, and seeing if an item is “right for you”, just like you would at the rack in a store. It’s about asking a friend “what do you think?” and getting that all important feedback before a purchase is made. Or maybe a shopper just wants to find a top to match a particular skirt they already own at home, that we can help with. But fit? Nope. Sorry, I truly wish it could be done. At the end of the day WSS (and its imitators) is just another tool to help shoppers validate their purchase (and hopefully have some fun doing it), just like “zooming” in on an item.

Now, I’d love to get your thoughts. Are we being too literal? Getting caught in the weeds, or do you agree with us that messaging makes a difference?

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Is 3D Projection Mapping Really Augmented Reality?

Augmented Reality has become a term now that’s an umbrella of sorts, covering everything from gestural interaction to projection mapping.  AR has now gone beyond it’s literal definition of “animations in a live video feed”.  When the animations occur outside of a video feed (or mobile device), is it not still augmenting one’s view of reality?  Most projection mapping occurs under optimal circumstances (i.e. very dark areas so the projection can be seen) and is, at it’s core, an engagement mechanism (i.e. advertising).  However, it does appears that the technology is evolving for more beneficial uses for the consumer such as mapping features of a car in a showroom so a prospective buyer can see the technical and mechanical benefits – inside and out.

Wherever you fall on this thought, you can’t deny that 3D Projection Mapping is continuing to evolve with some very engaging examples.  The best two I’ve seen to date are for Lexus and Toyota…embedded below.

Microsoft’s Position On Kinect Hacks

Every since the Microsoft Kinect came out, we’ve seen some talented individuals create some pretty amazing hacks demonstrating what the system is really capable of.  Recently though, we’ve started to see “Commercial Hacks”, that is businesses hacking the system to create in store experiences for their consumers.  I just wanted to point out real quick,  (before you rush out and create your own hack) that these executions do not have Microsoft’s blessing.  From an article in the Telegraph:

A Microsoft spokesman said: “While we are aware of hobbyists and third parties taking advantage of raw data to explore the exciting possibilities of Kinect for Xbox 360 for themselves, we do note, however, that any of these uses of Kinect for Xbox 360 are not licensed or authorized by Microsoft.”

Don’t worry, rumor has it that a commercial SDK will be available later this year… but, at this point it does seem to be only a rumor…

Zugara Won A Webby! Our Augmented Reality Banner Takes The “Rich Media: B to C” Category

Just wanted to share some more good news.  A few weeks ago, we let you know that a banner ad we concepted and created for AT&T (with BBDO and Zoic Studios) was up for a Webby Award.  Well, we just wanted to share the news that today the winners were announced, and we won!

If you get a moment, it’s definitely worth checking out all the winners, as there’s some great work being showcased.

Our Augmented Reality Soccer Banner Is Up For A Webby!

Long time readers of this blog may remember the Augmented Reality Soccer Banner we (Zugara) created for last year’s World Cup. Working as a team with BBDO and Zoic Studios we concepted and created a game for AT&T that used our proprietary motion capture technology (ZugMO) to allow people with a webcam to “head in” corner kicks (video below).

Well that banner ad is up for a Webby Award in the “Rich Media: B to C” category, and if you’re so inclined, we’d truly appreciate your support. The submission can be found here: http://webby.aol.com/entries/57212

Our New Ecommerce Product Configures In 1 Day & Has Markerless Augmented Reality

Zugara is proud to announce the launch of “Plug & Play”, the newest version of our Augmented Reality Ecommerce Software, “The Webcam Social Shopper” (WSS). WSS Plug & Play is a product that integrates right into retailer’s ecommerce product pages (seamlessly, just like a “zooming” feature does) and provides shoppers with a more engaging, personal and emotionally satisfying way to determine whether an apparel item’s style and color are truly right for them.

Today’s launch of  WSS Plug & Play ushers in several key advances to our existing product, including:

• ONE DAY CONFIGURATION – Configuration can be done  in as little as a few hours and without any backend integration.
• MARKERLESS TECHNOLOGY – The first truly markerless product of its kind, the apparel item actually tracks to the shopper (a video demonstrating our award winning markerless technology is embedded below).
• A NEW SHOPPER EXPERIENCE –  Four screenshots detailing the experience are included below.

As “augmented reality” continues to be the hot new buzzword, we’ve seen several companies attempt to compete with our patent pending ecommerce product. The fact is we have several key differentiators that retailers and potential partners should be aware of when doing their due diligence:

Differentiators For Shoppers:

• It just works with a regular computer and webcam. No need for fancy 3-D cameras or souped up systems that shoppers don’t have.
• No annoying downloads.
• No paper markers to print and hassle with.

Simply put, for shoppers, WSS Plug & Play is a barrier-free experience.

Differentiators For Retailers:

• As noted above, configuration can now be done in under one day, and without any backend integration.
• Because we eliminated all shopper barriers, retailers who integrate WSS can reach a higher percentage of their shoppers.
• Technology moves fast, and our constant development cycles ensure retailers will always have access to the most thoroughly tested, and innovative solution on the market.

For more information, please feel free to contact us at info (at) Zugara (dot) com.

To try a live demo of the technology, please click here.

WSS PLUG & PLAY SCREENSHOTS

STEP 1 – An Example Of WSS Integrated Into A Product Page Via A Button (Below The Main Image)

STEP 2 – After Clicking The Button, WSS Is Launched

STEP 3 - The Shopper Has The Ability To Alter How The Image Of The Dress Is Positioned

STEP 4 – The Shopper Can Easily Share Photos With Friends For Validation

Video of our DEMOgod winning presentation at DEMO Spring 2011. It showcases our new markerless technology

eMarketer Predicts Augmented Reality Will Drive Ecommerce Growth

Yesterday I participated in an eMarketer webinar on “The Future of US Retail Ecommerce” and I wanted to draw your attention to one of their predictions: Ecommerce will outperform in-store sales over the next few years.  And according to eMarketer, one of the factors driving that growth is Augmented Reality, which they label as a “sophisticated merchandising technique”.  Of course as some of you may know, here at Zugara we’re just “a touch bullish” on Augmented Reality’s role in e-commerce’s future.  But it’s always great to see that sort of 3rd party validation.

As usual, eMarketer provided a ton of great data, here are a few more points that I found interesting (I’ve embedded their entire presentation below though, should you wish to spend some time with it):

• Women account for 71% of the total dollar amount spent on online Apparel, Jewelry and Accessories.
• 87.5% of internet users shop online.
• 83% of online shoppers, are buyers.  The #1 item holding people back from buying is the desire to see and touch.

Microsoft’s Advances With The NUI

Fascinating video from Kinect Hacks showing what Microsoft’s been working on with Natural User Interfaces (NUI). How soon this will be a reality is unknown, but it’s definitely making the future look that much cooler…

Augmented Reality – What Marketer’s Need To Know

This is an op-ed written by Matthew Szymczyk, CEO of Zugara, that was originally published in AdAge on February 28, 2011. The entire article can be found here.  You can also read the full article below:

Augmented reality — that’s just one of the latest marketing catchphrases, right?

The traditional definition of augmented reality, or AR, refers to the overlay of digital information on a live video feed. If you’ve watched an NFL game on TV and have seen the superimposed 10 yard, first-down line, that’s AR. AR has also started to encompass other areas such as gestural control and motion capture. Microsoft’s Kinect is one example of gestural control where you see yourself in the actual game on TV and interact with it by movement and gestures.

What isn’t augmented reality?

AR is not virtual reality or Second Life 2.0. AR at its most basic form is using digital to enhance your real-world user interfaces and experiences. All you’re doing is “augmenting” your viewable surroundings with digital information.

What brands are using AR?

While many brands such as GE, Nestle, Lego and others have been using AR, there are certain brands and products for which AR might not be a good fit. Don’t force AR onto your product if it doesn’t seem like a natural fit, and think through the consumer experience.

What’s the ROI of AR?

Don’t count on measuring its “click-through rate.” As with any emerging technology, there’s the question of ROI and how to measure it, and you’re likely to have different measures depending on the program and the goals of the program. For example, AR can be used to enhance product training, and you might measure its success by whether it increases user satisfaction with the product. For marketing, there are already signs that AR has increased awareness and engagement for certain product campaigns. In addition, AR can be used to increase purchase conversions in e-commerce and drive purchase intent at retail.

How does AR fit into my digital planning?

When using any digital technology or media, it’s important to develop your digital strategy first. Why do you want to use AR? What are your objectives? Are you planning for engagement, awareness, etc.? If you’re unclear on how AR can be used effectively, contact an AR company or specialist that can help you develop a proper strategy. Using AR solely for a PR play won’t work anymore.

So is it just a fad or here to stay?

Like every emerging medium, there is hype around a new technology that often outpaces the current technology’s limitations. Mobile AR is one area right now where the limitations of mobile technology don’t match brand or consumer expectations for mobile AR. Forrester recently released a report on the mobile-AR ecosystem and uncovered similar findings — that mobile AR isn’t ready yet. It also found that web- and kiosk-based AR are much more mature and more practical right now for a brand’s AR initiatives. Naturally, as a company that specializes in AR, we believe AR is here to stay.

Wait, what’s with the different kinds of AR — web, kiosk and mobile?

Yes, there are three types:

uses a consumer’s PC and webcam to offer an enhanced experience often via a marker, image or through motion capture.

Examples: GE’s Plug Into the Smart Grid is a great example of web-based augmented reality. This online execution allowed users to hold up a piece of paper — called a “marker” — to their computer’s webcam and see themselves holding an animated model of a smart grid on the screen. There’s also the Fashionista dressing-room app we created for online fashion boutique Tobi, which lets you “virtually” try on clothing items using your webcam and a marker on a printed piece of paper. Once you’ve “tried on” the outfit you want to see yourself in, you can send the image to friends via social media and ask them for tier opinion.

Pros: It delivers the greatest global reach for AR, especially when using Flash, as it doesn’t use a plug-in or download, it’s generally lower cost, and social media can easily be integrated.

Cons: You have to develop for minimum PC requirements, and it requires the user to have a webcam.

is similar to web-based AR, but often runs more powerful AR applications using 3D or facial tracking.

Example: At a store in downtown Orlando, shoppers can hold up a boxed Lego set to an in-store kiosk, and the kiosk will show an image of them holding the kit as it looks when put together.

Pros: Kiosk AR can leverage multiple processors –more powerful than the typical at-home PC — for multiple uses, such as out-of-home or point-of-purchase marketing. It also doesn’t require a user to create a marker or have a webcam.

Cons: Higher cost, fixed location, usually no internet access.

uses the viewfinder on a mobile phone to show enhanced digital information in your surroundings.

Examples: The iButterfly app, created in Japan by Dentsu, lets you track and find digital butterflies using your iPhone GPS and camera. Hold your iPhone camera up at appointed spots and when you look at your surroundings through the camera, you’ll see animated butterflies flapping by. Each iButterfly contains coupons for nearby businesses. In another example, World Lens lets you use your smartphone to translate printed words. Hold the camera phone up to a sign in Spanish and it’ll translate it to English.

Pros: Mobile AR can leverage location, and smartphone adoption is rising, increasing its potential reach.

Cons: You’re dealing with a fragmented development environment, as some smartphones run on the iOS platform, others on Android and still others on Windows or Blackberry; and limited processing power and battery life can be restrictive. Additionally, there can be user-interface/user-experience issues and the hype around this type of AR is out of control.

Where can I find AR companies?

Though AR is a relatively new technology, some companies have been building software and innovating in the space for awhile. There’s even an AR Consortium that lists many of the players in the industry.

In addition, there’s an annual AR event called ARE that’s held in Santa Clara, Calif., and features many, if not all, of the major AR companies. It specifically focuses on business, marketing and technology tracks and issues at hand for the AR industry. There is also an exhibit hall where AR companies show off their latest technology.

What are some AR words and phrases I need to know?

Facial tracking: Webcam can track the face for object placement and orientation.
Facial Recognition: Webcam can detect the face and in some cases, recognize the user (Gender, age, etc.)
Marker: Black-and-white image that resembles a QR code. This is used so the webcam can recognize size and positioning of the asset in relation to the webcam.
Image recognition: Using an image (i.e., packaging or logo) that the webcam and software can recognize and identify in lieu of the marker.
Example: Google Goggles.
Motion capture: The webcam can detect areas where movement occurs.
Gestural control: More advanced than motion capture where the system can identify the body and gestures. Example: Microsoft Kinect.
Natural user interface (NUI): Term used to identify the evolution of the mouse/keyboard input to natural gestures and interaction with a computer. Think “Minority Report” and “Iron Man 2.” And with 8 million Kinects sold in two months, Generation Y and Z are now starting to interact with computers through the NUI. As some of us old geezers (Gen X and baby boomers) are just getting accustomed to touchpad interfaces, the younger generations are already getting primed on the next human-to-computer interaction evolution.

Launching at DEMO: Zugara’s E-Commerce Augmented Reality Software Is Now Truly Markerless

Hey folks, today is a gigantic day for us at Zugara, and we just wanted to share the news with you. We’re currently privileged to be presenting the latest advancement to our Augmented Reality E-Commerce Software, “The Webcam Social Shopper”, at the DEMO conference in Palm Springs. The latest advancement? The technology is now markerless. Truly markerless. We’ve developed a way to get rid of the paper marker and allow an apparel item to track to the shopper’s body. So as the shopper moves around within the webcam’s video feed the apparel item automatically moves with them, creating a “hands free” experience that’s more natural than anything else on the market.

This is a huge advancement in online apparel visualization and validation. As always, our product is built in Flash, so for over 99% of the population there’s no download required. By creating a markerless experience we’ve eliminated the last major consumer barrier: the need to print and hold a marker. So now, a shopper surfing on a retailer’s site (that has integrated our product) only needs to stand in front of their webcam to visualize and validate whether or not that piece of apparel’s style and color are truly right for them.

“This is really not about buzzwords like Augmented Reality, or Social Media,” said Matt Szymczyk, CEO and Co-Founder of Zugara. “This is about using technology to create a better online shopping experience for people, and an easy to integrate solution for our clients and partners. Plain and simple. And there’s real ROI here. Results from a recent survey by Limelight Networks show us that for people who shop online more than once a month, 76% of them say advanced product viewing features make them more likely to purchase, and more brand loyal. With there being more Millennials than Baby Boomers, we think it’s time to create meaningful and engaging online shopping experiences for this digital generation.”

We hope to have a live demo of the technology on our corporate site soon. And when the video of our presentation at DEMO becomes available tomorrow, we’ll certainly post it, as we’d love your feedback. Until then though, we’ll be tweeting from the event (hashtag: #democon) so feel free to give @KobraKai (Matt Szymczyk) and @Jack_Benoff a follow.