Flipkart on Wednesday said it has introduced an immersive e-commerce experience with Flipkart Camera, an augmented reality capability on its app.
Walmart-owned Flipkart on Wednesday introduced an augmented reality (AR) capability on its app, Flipkart Camera, which will offer an immersive ecommerce experience to its customers.
A statement from Flipkart said the new offering will enable shoppers to leap from ‘imagining’ to ‘experiencing’ what a product will look like in reality before making a purchase.
There is a need and an opportunity to bring real-life purchasing experiences to customers using technologies such as augmented reality. Flipkart Camera aims to make the online experience more engaging and beneficial for customers and help them make informed decisions.
The camera would offer a 3D experience of products such as furniture, luggage and large appliances, where customers needed to estimate the size and fit of the product and understand its aesthetics before making a purchase decision. The beauty products category would also be covered under augmented reality.
Jeyandran Venugopal, Chief Product and Technology Officer at Flipkart, said, “With Flipkart Camera, we aim to take this experience a notch higher by offering in-house demonstrations of products from the comfort of a consumer’s living room, thereby helping them make an informed decision before purchasing.”
The firm believes that this will work well in the beauty category to build customer confidence and remove guesswork, where customers get a chance to try products virtually before making a decision.
The rapid adoption of smartphones has propelled the usage of augmented reality among customers. According to a report by Gartner, Gen Z and millennials are driving the demand for AR and VR features, with 30 percent of the sample space wanting more AR/VR capabilities incorporated in their shopping experience.
Flipkart has introduced several initiatives to make online shopping a much easier experience. It has introduced Voice Assistant, which enables shopping through audio and in non-English languages.
Started in 2007, Flipkart offers 150 million products across 80 plus categories to its over 350 million registered customers.
