The latest feature is an integration of computer vision technology programmed to analyse shoppers’ sentiment in real time as they ‘try on’ different products. Using Microsoft Azure, the technology is able to live sample shoppers’ facial expressions every few seconds and will make recommendations through on-screen prompts based on a positive or negative reaction, said the company in a press release. Currently, the prototype of prompts is set on ‘smiling’, so when a potential customer smiles when ‘trying on’ an item, the technology will recognise that sentiment and display an on-screen prompt to urge the shopper to add the item to their cart.
“The release of our sentiment analysis technology closes the loop on personalising the online shopping experience by using a consumer’s actual physical reaction to a product to gather data around preference and style,” said Evan Gappelberg, CEO of Nextech. “With the ability to gauge shoppers’ reaction to an item in real time, we can now mirror the in-store experience online by urging shoppers to make a purchase when we know they’re happy with a product or can recommend a different product when we know they’re dissatisfied. It’s a similar effect to the attentiveness of an in-store employee trying to persuade the customer to buy something they are trying on, except now it can be done digitally both at the point of purchase and through retargeting at a later time.”
Online retailers are able to further personalise the online shopping experience by customising both the sentiment thresholds in the feature as well as the on-screen prompts to more accurately target customers and influence shopping behavior. Along with encouraging immediate purchase of an item a consumer reacts positively to, retailers can use the sentiment data to refine outbound marketing tactics such as email blasts and coupon codes to reflect the items the consumer was individually excited about.
“Our goal with the sentiment analysis technology is to make online shopping intelligent, and to empower retailers to better serve their consumers through smart data and innovative technologies,” said Gappelberg. “Retailers using this technology will be able to convert customers at a higher rate by having insights into what they like and what they don’t, and refining what’s marketed to them, creating the customised experience consumers desire to empower their purchasing decisions.”
Nextech’s ‘full funnel’ end-to-end e-commerce solution for the AR industry includes offering 3D product capture, 3D ads for Facebook and Google, ‘Try it On’ technology for online apparel, 3D and 360 degree product views, and ‘one click buy’. (PC)
Fibre2Fashion News Desk – India