Technology can at times backfire and that’s a word of caution for brands, retailers and virtual fitting room makers.
- New consumer behaviour research through the lens of psychology reveals that virtual fitting rooms (VFR) can hurt the self-esteem of certain customer segments.
THE RESEARCH: Findings from a recently published study indicate virtual fitting rooms could backfire on retailers if they assume interactions with the technology are uniformly positive.
- The data analysed was gathered from more than 8,000 customers for an online women’s apparel store in China.
- The researchers found that while virtual technology increased sales among shoppers with a low body mass index (BMI, sales dropped for shoppers with a high BMI.
- The researchers conducted six studies to understand how and why shoppers with a high BMI may experience virtual fitting rooms differently than those with a low BMI.
- In a follow-up study, they found the technology negatively impacted product evaluations and lowered self-esteem for participants with a high BMI. People who are unhappy with how they perceive their appearance may shift that negative feeling to the product.
- The researchers believe similar patterns happen in physical fitting rooms, as well, but that the effect is stronger with virtual rooms.
- A possible reason for this: There are fewer distractions with virtual rooms. It’s just the individual’s image with the clothes and a white background. When the only thing one is looking at is one’s own image, one may view it with a more critical eye.
- In physical fitting rooms, there’s more “noise.” The mirror reflects walls and additional pieces of clothing. Perhaps music is playing while people converse several feet away.
- One of the co-authors of the study, Huifang Mao, is a professor and Dean’s Fellow of Marketing at Iowa State University. She researches consumer behaviour through a psychological lens.
THE WAY OUT: Results from several of the researchers' studies suggest marketing strategies that could erase or lessen the negative effects of virtual fitting rooms among consumers with a high BMI:
- Priming shoppers with diversified beauty norms (e.g., including models with different body sizes, shapes and ages on the website.)
- Using a mannequin face for the avatar to create distance between the consumer and their perceived imperfections.
- Providing opportunities for consumers to engage in pro-social behaviour (e.g., contributing to a charitable donation with their purchase,) which boosts self-esteem.
- Using virtual fitting rooms with high-end or luxury products, which can signal worth and value.
THE BACKDROP: A growing number of retailers have launched virtual fitting rooms in recent years which rooms allow shoppers to ‘try on’ clothes through interactive simulation technology and texture-mapped product images. This can cut down on returns and nudge hesitant shoppers to click the checkout button.
WHAT THEY SAID:
We shouldn't think consumers are all the same and will respond in the same way because they don’t. Our research shows virtual fitting rooms can hurt the self-esteem of certain customer segments. We want to make sure technology can help companies make money without hurting customer welfare.
— Huifang Mao
Professor & Dean’s Fellow of Marketing
Iowa State University
