”17% of our visitors are using this and they are converting two to three times more.”

Now, that’s a great stat, but when you couple it with data we’ve previously noted in this blog…

• Online retailer Banana Flame saw a 50% improvement in conversions on the “add to cart” button after integrating WSS (more Banana Flame data here).
• WSS is proven to help young women make more informed purchase decisions – “Seeing it on helped me decide” (Link)

… it becomes a trend.  It shows that augmented reality can provide real value for people, which subsequently provides real value (i.e. ROI) for businesses.

Beginning today visitors to online fashion boutique Banana Flame will see that the retailer has rolled out Zugara’s Augmented Reality E-Commerce software “The Webcam Social Shopper” (WSS) to every product detail page on the site. Two elements make this WSS launch different:

1. Banana Flame has integrated WSS as an advanced product-viewing tool for their shoppers, not as a marketing campaign. Every single piece of clothing on Banana Flame’s site will give shopper’s access to WSS via a seamlessly integrated “see how it looks” button. (screenshot below)
2. It’s the first time the recently released “Plug & Play” version of WSS has been licensed.

WSS utilizes several pieces of emerging technology to turn shopper’s webcams into interactive “mirrors”, providing online shoppers with that “at the rack moment” where they grab a hanger off the rack, hold the piece of clothing up to themselves and turn to a friend (and/or the mirror) to ask “what do you think, is this me?”

With WSS the Banana Flame experience now allows shoppers to:

• Immediately see if a piece of clothing’s color/style is right for them
• Snap photos and share looks with friends to get instant feedback (via Facebook, email, or Twitter)
• Match their existing wardrobes with potential new purchases
• Have a more fun and rewarding online shopping experience

“Our customers are young, savvy, followers of up to the minute trends and lovers of all things stylish. They grew up digitally”, said Emily Walker, Creative Director of Banana Flame. ‘‘Of course they love to shop in store, but with a heavy work load and an increasingly hectic way of life they’re choosing more and more of their favorite items online. As an online retailer, it’s critical to our business that we create the best and most enjoyable shopping experiences available to customers, so that when they do choose to shop online, they do it with us. And that’s what the Webcam Social Shopper gives us, a brand building and personal shopping experience tailored to each individual that they will not only love but also return to time and time again.”

A few years ago the number of retailers that were integrating product-viewing features like zooming, product videos, and 360 degree spins were few and far between. Now these “advanced viewing features” are becoming common place and are irreplaceable elements of a shopper’s purchase validation process. In fact, data from Limelight Networks Inc. shows that these types of features make shoppers more likely to purchase, and more brand loyal. WSS is simply the next iteration of these types of tools, providing shoppers with more information, and subsequently more confidence in, their purchase decisions.

Relevant Links:

• Banana Flame’s Site: www.bananaflame.com
• Usability Testing Data: http://bit.ly/WSSusability
• Webcam Social Shopper Features: http://www.webcamsocialshopper.com/products/

Please do spread the word about this news, and if you’d like more information, please feel free to contact us at info(at)Zugara(dot)com.

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?

twitter.com/jack_benoff

This probably won’t shock many of you, but we see Augmented Reality Ecommerce Applications (like our Webcam Social Shopper) as the next step in advanced online product visualization, so third party data like what’s noted below is fantastic to see.

Article 1: Rotating images generate higher conversion for DueMaternity.com

• “360-degree spin images convert 27% higher than standard photos.”
• “Our shoppers want to see every detail and look at a particular item from every angle before making a purchase,” says DiPadova. “A rotating image provides that detail and this feature really improved the conversion rate on many of our merchandising pages.”

Article 2: Against Nudity hopes shoppers linger longer with 360-degree images

• “However, buying clothing is much more personal, which means it requires more product information, Moreau says.”
• “Investing in the technology to produce 360-degree images might cost between $15,000 and $20,000, Moreau estimates. Ongoing costs are not prohibitive, he says, adding it costs Against Nudity about $40 to create each 360-degree image and get it online.”

Article 3: Businesses say rich media helps lure shoppers

• “When web marketers were asked in a new survey what marketing techniques were most effective at luring consumers more noted multimedia product viewing.”
• “The Adobe Systems Inc. report, “Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade,” found that 39% of marketers said multimedia product viewing was “very effective.” That result marked the third year in a row that a rich media-related method topped the list.”

The video is below, and as always, we’d love to know your thoughts.

For all press inquiries, please contact: press(at)zugara(dot)com

February 4, 2010, Los Angeles – Today Zugara is introducing “ZugSTAR” (Zugara STreaming Augmented Reality), a technology that allows people in different locations to have shared Augmented Reality experiences from within their video feeds. Picture a web based video conferencing system similar to Skype*, but with the added functionality of being able to see one another’s “augmented” experience in real time.  With ZugSTAR, Augmented Reality becomes a technology that facilitates collaboration, and physical distance becomes less of a barrier.

As a proof of concept, Zugara has already integrated this prototype within their Webcam Social Shopper to create a more engaging, and social, online retail experience. Whether its two lifelong friends attending different Universities, or a mother in NY who wants some quality time with her daughter in Dallas, online shopping can now be a more emotionally satisfying experience. And with the effectiveness of traditional forms of advertising in steep decline, what brand wouldn’t want to facilitate that type of branded experience for their consumers?

The video below demonstrates both the Webcam Social Shopper integration, and a few potential use cases that are currently in development:

“While integrating ZugSTAR into the Webcam Social Shopper is a natural extension of the tech, it’s certainly not the full extent of our vision.” said Matt Szymczyk, CEO, Zugara. “Gartner predicts that by 2015 200 million people will be paying for desktop video conferencing. Now, I don’t want to sound hyperbolic, but this tech has the potential to impact virtually every single industry. Anywhere distance is a barrier to real-time collaboration, ZugSTAR has the potential to provide a tremendous amount of value.”

To illustrate Matt’s point, here are a few potential use cases for ZugSTAR:

• EDUCATION (DISTANCE LEARNING): A science teacher can field questions and twist and turn a DNA helix as he/she explains their answers.
• MEDICINE: 3D models of an fMRI will allow a Dr. to either consult with other Dr.’s, or explain the test’s results directly to a patient.
• PUBLISHING: Augmented Reality Pop-Up Books can enable a parent that’s on the road to help their child to learn how to read.
• PRODUCT DEVELOPMENT: A 3D model (e.g. of a shoe or a building being developed) can be shared, and discussed, with colleagues, clients, vendors, and partners.
• CASUAL GAMING: Augmented Reality based casual games can now be multiplayer.

So, what do you think? What other industries can this technology impact? We’d love to get your thoughts in the comments below.

About Zugara’s Proprietary Augmented Reality Technologies

The Webcam Social Shopper

For more information on the Webcam Social Shopper, click here.

Cannonballz, A Casual Game Using ZugMO Motion Capture Technology

For more information on Cannonballz, click here.

About Zugara

Zugara, a member of the Augmented Reality Industry guiding “AR Consortium”, is an interactive marketing company focused on emerging media and technology. Zugara’s main areas of expertise include interactive video, social media, mobile marketing and website / application development. In addition to the strategic marketing based services we provide for our clients, Zugara also creates proprietary Augmented Reality technologies and products, including The Webcam Social Shopper, and a web based motion capture interface, ZugMO. Founded in 2001, and based in Los Angeles, Zugara is currently in the process of expanding and opening a second office in New York.

www.zugara.com

www.zugarastudios.com

Copyright 2010 ZugSTAR Technology

Copyright 2009 ZugMO Technology

Copyright 2009 Zugara Inc.

Patent Pending

*Skype is not affiliated in any way with ZugSTAR, and was just used to give readers a frame of reference.

The following list is by no means all inclusive, but these are a few examples of Utility-Based AR currently out there. Not just a video or concept, but a working example you can use right now. I also often cite these examples when asked how AR can rise above the current gimmicks being used in the marketing and advertising worlds…

SAMSUNG

Link: http://testlab.samsung.com/

This execution is quite simple.  Print out the marker, tape it to your wall and see how the Samsung TV will measure out for placement on that same wall.

USPS

Link: https://www.prioritymail.com/simulator.asp

Another simple yet effective use of AR.  This application allows you to see how your item will fit in respective USPS packaging.

FASHIONISTA (Webcam Social Shopper)

Link: http://www.tobi.com

This application uses AR to overlay images of clothing on an individual to enhance the online shopping experience.  Motion capture also adds ability to stand from computer and navigate controls.  (Disclosure:  Zugara created this application…)

SUNSEEKER

Link: http://ajnaware.wordpress.com/2009/10/06/sun-seeker-seeing-the-light-with-augmented-reality/

Not an example of AR you would initially think of but brilliant once you understand how it works.  This mobile AR app allows you to see how the sun is positioned at any time during any day of the year.  This then shows you how sunlight would fall into your bedroom (for new home shoppers), where to plant a garden, etc.

HONORABLE MENTION

LEGO

Though this is technically not utility-based it’s still very effective and great use of AR at retail.  How can any father resist purchasing this for their child after seeing the Lego’s build out?

Those are my top 5.  If you have any others, add them in the comments and we’ll post them on the site (if they’re actually utility-based or you can make a strong enough argument for it

3 Questions To Ask Yourself Before Using Augmented Reality In Marketing And Advertising

(If you are already familiar with the basics of Augmented Reality, please skip this paragraph)

Augmented Reality is a technology that has to be seen to be believed. In its basic sense, Augmented Reality is just what it sounds like – Augmenting One’s Reality. For a more detailed definition per Wikipedia, Augmented Reality (or AR for short) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery thereby creating a mixed reality. AR on a computer usually requires a webcam and a marker where a person can hold a unique marker (usually a symbol on a sheet of paper) up to the webcam and an animation will appear on the marker within the feed of the webcam. This is augmenting your ‘video reality’ by adding additional information to your live video feed. You can view examples of Augmented Reality on http://www.facebook.com/augmentedreality or alternatively, search YouTube for video examples.

Augmented Reality (AR) has quickly become the buzz word du jour for those of us in Interactive Marketing and Advertising. Like every other emerging media or technology that becomes flavor of the month, agencies and marketers are rushing to launch an AR execution to show that they’re hip and down with the latest interactive technologies. To say this is becoming a problem is an understatement. Most of the AR executions coming out lately are one-off executions that don’t seem to be part of any well thought out strategy and don’t make any sense for the brand. AR is here to stay so it’s important that brands and their agencies start looking at the utilitarian aspects of AR that can help promote their product or service in a meaningful and engaging way for the consumer.

Unfortunately, utility based AR examples are few and far between. Listed below are some recent AR initiatives that are utility focused and based upon a simple objective – using AR to solve a problem for the consumer or end user:

• AKQA launched an AR based shipping solution for the U.S. Postal Service
  • Link – http://www.youtube.com/watch?v=WpS3LeCiCtc
• This IKEA Prototype focuses on using AR markers to measure out how furniture would look in your living room
  • Link – http://www.youtube.com/watch?v=_Utp3-kTPKY
• The Webcam Social Shopper by Zugara uses AR and Motion Capture to let consumers view digital apparel on themselves as they shop online
  • Link – http://www.youtube.com/watch?v=NxQZuo6pFUw

However, these are the exceptions to the flood of recent AR executions. Most current AR examples are really nothing more than animated 3D demos that are exploiting the novelty of this new technology. As a result, the AR space is quickly becoming overcrowded and it won’t take long for the novelty of AR to wear off.

Over the next year, more consumers will be exposed to AR based initiatives, so it will be critical to rise above the current ‘gee whiz’ factor of AR and develop well thought out AR initiatives that provide a benefit or enhancement for your consumers. For AR to be effective for both your brand and your end consumer, you should be asking yourself 3 questions before getting started:

1. Is this something I can already do on my site within a normal browser?

Too often, we’ve been seeing AR executions that are AR just for the sake of using AR. Do you really need to launch a video in AR? Or a 3D asset? Too many recent AR executions are guilty of this and scream, “WHY!!!” Why are you making your consumer go through unnecessary hoops when they can just as easily view the video or 3D asset in a standard player on your website? An AR initiative should not be exempt from Best Practices online, so it’s always important to put usability before the ‘experience’. AR is already asking a lot of the consumer – that they have a webcam and, in some cases, will need to print out a marker to view the AR itself. In addition, there are AR platforms or technologies that will require an additional Internet browser plug-in or will only work in Internet Explorer so doing your research beforehand will be vital to the end consumer experience.

2. What am I trying to communicate or accomplish with AR and what is the experience I’m providing for my consumer?

Gimmicky executions of AR are not the way to go so if you are going to use AR effectively you should first outline your objectives for using AR. Are you using AR to show how your product can solve a problem for the consumer in a way they might not have seen before? Will AR help enhance an experience for your consumer that they otherwise would not experience through other interactive channels or technologies? In regards to the Webcam Social Shopper above, we focused on the aspects of AR that we could use to help bridge the gap between offline and online shopping. This specific AR application would not have been possible without AR so it’s important to focus on the utility based aspects of AR and how it can potentially solve a scenario or problem for your consumer, and subsequently your brand. One brand (that shall rename nameless) was guilty of doing AR just to do it and suffered from severe backlash on the web. The AR had nothing to do with their product and in fact, targeted a demographic that was least likely to be engaged by AR technology. If you’re not careful, the AR experience can hurt your brand or product rather than help it.

3. How will Augmented Reality interact with or enhance other aspects of my Integrated Campaign?

It’s very easy to get caught up in the hype and amazement of viewing AR for the first time. I know we all did the first time we saw AR in person. However, that should not stop you from asking the hard questions about any AR initiative that might be part of your campaign. Will your AR effort tie into any other integrated efforts or are you only looking at the ‘cool’ aspects of AR that function as a one-off for your product or campaign. Many well thought out integrated campaigns lately are using print and AR together to provide a unique experience. Mobile AR has also become much more prominent on smart phones like the iPhone and Android and can be leveraged with retail or OOH components of a campaign. There are even examples of AR integrated with Social Media that help transform AR from an individual to community focused experience.

Augmented Reality is not only here to stay but is the future of how we will view and access virtual information in the real world. However, in the marketing and advertising worlds, it’s going to take some restraint by agencies and marketers to not rush out multitudes of gimmicky, non-utility based AR executions that will quickly turn off consumers and overhype the technology. AR has the potential to be a unique technology that can enhance the product or brand experience for the consumer – especially when paired with other emerging media and technology. It’s an exciting time right now watching AR evolve into a science without the fiction.

For the AR examples mentioned above and more, please visit the Facebook Augmented Reality community – http://www.facebook.com/augmentedreality. If you have any questions related to AR, please feel free to reach out to me at Matt@zugara.com.

August 12, 2009, Los Angeles – Today we’re launching another emerging media application, “Cannonballz”, an interactive webcam based flash game. Obviously it’s not news that an interactive marketing agency has built a flash game. The news is that “Cannonballz” is the first casual game built using Augmented Reality and our proprietary Motion Capture User Interface Engine (A.K.A. ZugMo Technology). ZugMo Technology enables anyone with a webcam (and a Flash plug-in) to physically engage with various elements that are integrated within their video stream. No mouse and no keyboard, it’s all done with gesture recognition. With this immersive technology you no longer just play games, you get to be in them. It’s a whole new experience.

Feel like giving the game a go? You can visit www.cannonballzthegame.com to play it now.

If you just want to see a demo of the game, please check out the video below.

With “Cannonballz”, we’ve used ZugMo Technology to build a casual game to showcase the potential of this technology. We previously used the technology to build an online shopping application called the Webcam Social Shopper. While we hope that people find this game to be fun, it’s not “the star” here. The technology is, and the possibilities of how it can be utilized are really as endless as a company’s creativity. Think about it: educational games for children; an entire section of games on Yahoo; casual games that engage consumers with a brand; product demonstrations; an interactive element in a corporate training session; etc.

“We chose casual gaming as a way to showcase the ZugMo Technology because over 200 million people play casual games every single month” said Matt Szymczyk, CEO, Zugara. “It’s an experience we’re all familiar with, and we hope will allow people to see the greater potential for this technology. Gaming is also the perfect execution to show the power of social media integration. For ‘Cannonballz’ we integrated Facebook Connect to allow users to not only bring their friends into the actual gameplay, but to quickly and easily share their scores and the game with their friends via their news stream.”

So, what do you think? We’d love to get your thoughts in the comments below.

About Zugara

Zugara, a member of the Augmented Reality Industry guiding “AR Consortium”, is an interactive marketing agency with a passion for emerging media and technologies. Unlike most agencies, we don’t claim to do everything: Interactive Video, Social Media, Mobile Marketing, and Website & Application Development are our core competencies. Since our doors opened in 2001, we’ve been lucky enough to work with some of the world’s best brands such as Reebok, Sony Computer Entertainment Of America, Toyota, Activision, Jelly Belly, Casio, The Air Force, and Lexus to create strategic interactive campaigns that focus on accomplishing their business objectives. Based in Los Angeles, we’re currently in the process of expanding, and opening our second office in New York.

www.zugara.com

www.zugarastudios.com

www.freetwitterdesigner.com

www.cannonballzthegame.com

For more information on this technology, including purchase of the Software Development Kit so you can create your own applications, please contact: cannonballz(at)zugara(dot)com.

For all press inquiries, please contact: press(at)zugara(dot)com.

Copyright 2009 ZugMo Technology
Copyright 2009 Zugara Inc.
Patent Pending
Song in video courtesy of David Rovics.