By Chris Lee

Britons are growing ever more comfortable with online retail. UK online sales for Christmas 2009 were up 4.2 per cent on the same period in 2008, according to figures from the British Retail Consortium (BRC). Online retail now accounts for around four per cent of all sales in the UK. One major hurdle for e-tailers to overcome is how to enable their potential customers to try out products – especially clothing and jewellery – before they buy.

One UK innovator trying address this problem is Holition. The company’s technology allows would-be buyers to “try on” products virtually by superimposing the target item on a marker on the buyer’s body which is fed through a webcam and made visible on-screen. Customers can move the item and see how it would “look” on them at various angles.

NMK caught up with Holition’s Brand Director, Lynne Murray, to learn more.

Briefly describe Holition to us

Holition enables users to try on products online in real time. The user wears a marker item and presents this to a webcam. A virtual object is then applied to the wearer’s body; a watch for example can then be tried on in real time as though looking in a mirror.

Holition has developed a unique application for use online, in-store and at events. [We’re] taking a new and exciting technology and seamlessly integrating it into a brands online presence, giving consumers a real and fully immersive product experience, even from a home laptop.

What was the inspiration?

Holition was formed out of a need to present products such as jewellery prior to manufacture, so the buyer can try on a commissioned piece. This has grown to include all items that can be worn of the body and is now delivered online, enabling customers to interact more freely with brands in the comfort of their homes, helping to make more informed purchasing decisions.

How does it work?

Holition has developed a unique online fully interactive augmented reality application that allows a consumer to try on in real-time a virtual product in full 3D from their own computer or laptop.

Who are you targeting it at?

Currently we are operating in the retail space, in particular the luxury market. However, we believe this approach will expand outside of the luxury market and throughout retail - and even beyond!

I can see how it would work in-store, but how can it practically work as an online marketing tool?

Holition is compatible with most webcams and computers, and is run on standard hardware. The clever bit is driven by the user’s graphics card, enabling 3D objects to be viewed in real time.

Users can download the required symbol from the application and print out, or use a pull-out card from a magazine or direct mail which brands have distributed through their retail network.

Holition integrates seamlessly with sophisticated marketing strategies and - used well - can act as a multi channel driver for brands presence online, in-store or at events. 

Who’s using Holition already and how?

Holition will be launching the second generation platform with the first major globally renowned watch brand to feature Holition’s unique high-quality 3D virtual reality application.