Microsoft HoloLens brings ecommerce and AR together

 In Mixed Reality Industry Insight

Microsoft HoloLens 2 has made its way into the realm of online retail shopping, courtesy of a partnership between Microsoft and Salvatore Ferragamo. This collaboration has seamlessly merged ecommerce with augmented reality technology, providing a unique shopping experience for customers.

Like many other retailers, Salvatore Ferragamo had to adapt to the challenges posed by the pandemic. With customers missing out on the tactile experience of touching, feeling, and trying on premium men’s footwear, the brand sought an innovative solution: augmented reality.

So, how does this innovative shopping experience work?

Salvatore Ferragamo has created an augmented reality room on their website. Customers can explore 3D models of their luxury footwear and even customize their own made-to-order shoes. Picture an interactive version of Nike ID, but in the augmented reality realm. Users are presented with a 360-degree view, allowing them to scrutinize their custom-designed shoe from every angle. A standout feature is the disassemble option, which lets users inspect different parts of the shoe individually.

Online Shopper at home viewing Salvatore Ferragamo disassemble feature

In case customers need the kind of assistance they would typically get in a traditional brick-and-mortar store, Salvatore Ferragamo has ensured that they can request help. A store associate will be available to provide assistance as if they were physically present. The disassemble feature helps employees guide customers through the intricate hand-crafting process, allowing them to highlight details in ways that were never possible before. HoloLens empowers store associates to bring the personal touch of traditional shopping to the online experience, bridging a gap that online shopping sometimes lacks. This unique and one-of-a-kind online shopping adventure leaves customers feeling like they’ve participated in creating a true work of art.

A split screen between Salvatore Ferragamo employee wearing hololens and customers at home

One of Salvatore Ferragamo’s most exclusive men’s footwear creations is the Tramezza. To craft a personalized made-to-order shoe, users can select the shoe model, materials, sole color, and buckle style. The final personal touch is the option to have their name inscribed inside each shoe. For those seeking assistance from store associates, the experience becomes even more immersive. They’ll be able to virtually “see through the eyes of the store assistant” as their custom shoe is meticulously crafted. By the end of this process, customers are presented with a digital twin of their personalized shoe.

Silvia Candiani, CEO of Microsoft Italy, aptly describes this experience as an embodiment of the “increasingly pivotal role of new technologies, particularly in the luxury market and fashion, a sector known for its tradition and craftsmanship.” The influence of this project extends beyond fashion, as we’re witnessing an evolution in various industries. Much like Salvatore Ferragamo, the fashion industry is adapting to this technological transformation. Trade shows and showrooms have evolved into augmented reality spaces.

This marks the future of retail shopping, and the future has already arrived!

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