In an attempt to reduce returns of merchandise purchased by customers, the Aditya Birla Group’s online fashion portal, abof.com, has introduced a 3D trial room that will allow buyers to virtually try and visualise the garment before they conclude the purchase.
The e-retailer has seen an average return rate of 5% compared with the average of 20% for the apparels industry. Along with body measurements, the tool will also incorporate skintone and hairstyle to create an outfit overview for the customer, Vikram Bhat, Chied Product Office of abof.com, told mediapersons.
The application has first been rolled out for women and will be available for male customers at a later stage. With the launch of the 3D trial room, abof.com claims it has seen an increase in conversions by 400% and also a drop in returns to almost nil. The average time spent on the platform has doubled, according to Prashant Gupta, president and chief executive office of Aditya Birla Online Fashion Group.
Gupta claimed abof.com is going to pioneer instant exchange policies by which the customer will be able to exchange a garment instantly for the right size.
According to the Aditya Birla Group’s estimate, the Indian e-commerce industry is expected to grow to $ 20 billion over the course of next five years. Gupta added that abof.com would like to have a share of 10-15% of the fashion ecommerce industry by 2020.
The fashion portal harbours a team of 250 employees where it has partnered with delivery companies to fulfill deliveries across 2,000 pincodes and more than 200 cities, said Gupta.