Sales and average order value increased among customers who used the 3-D models on the Lands’ End e-commerce site.
Customers who use the models visit the My Virtual Model Dressing room, where they can design a “virtual” version of themselves, including hair color and complexion, and then “try on” clothes before making a purchase.
The model technology delivered 26% more purchases than the average visit to www.landsend.com, concluded a study released by My Virtual Model Inc. And, among those customers who used My Virtual Model, the average order value was 13% higher than the average order value for purchases made on the Web site overall.
The main goal in first placing My Virtual Model on the Lands’ End Web site was not to increase sales, but to enhance customer service, said Bill Bass, Lands’ End senior vice president of e-commerce. “But, these new findings prove it’s not only been a great feature our customers value, it’s also produced valuable returns for the company.”
Montreal-based My Virtual Model Inc., Montreal, collected the results directly from Lands’ End server logs. The study was conducted between November 2000 and April 2001.
Lands’ End, Dodgeville, WI, was the first company to use My Virtual Model, signing on in 1999. Clients now include Limited Too, Lane Bryant Stores and Nutri/System. An enhanced technology, My Virtual Model Fit, is in development and expected to be released before the end of the year. This allows the Web site viewer to create his or her measurements on the virtual model.
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