Walmart believes this sort of technology will go a long way to increase conversions and minimize returns — issues that still today plague online apparel shopping.
According to Denise Incandela, Walmart EVP Apparel Division and Private Brands, the initial “Choose My Model” feature has already been successful on that front.
“We’re very excited about the insights that came from [the “Choose My Model” feature], which is why of course we expanded beyond the 50 models to the 120, and continue to invest in that,” she says. “We have seen right what we hoped to see in terms of improved conversion.”
Walmart declined to share specific metrics on conversion increases, however, or the impact on returns, as the tech is still new.
The retailer acknowledges that not everyone will want to use themselves as a fashion model, which is why it will continue to support the “Choose My Model” feature alongside the new addition. Still, the company’s long-term goal is to push more customers to use their own image to help them shop — whether that’s online or even in-store, as a way to skip the dressing room.
The retailer also suspects it will continue to help drive conversions, as the earlier feature has done.
“This will be the first time [customers] can see themselves. And they’re gonna see themselves on the product detail page; they’ll see themselves on the product landing page. Frankly, it’s why I was so excited to acquire the Zeekit product, to begin with — because gamification of shopping hasn’t really existed in the past … we think this is the future of shopping,” says Incandela.
Farther down the road, Walmart wants to expand the technology to men’s and children’s apparel and even accessories, as well as introduce more brand integrations.“Be Your Own Model” had been soft-launched before today on the Walmart iOS app but is rolling out more broadly, starting today.