Aditya Birla Group launches 3D trial rooms

Aditya Birla Group's e-commerce portal abof.com has introduced a 3D trial room that helps customers virtually try apparel. Virtual trial room is a feature found across several fashion portals abroad. The accuracy rate of such trial rooms is believed to be as much as 95 per cent.

"In the first couple of months since the launch, it has resulted in achieving 95 per cent accurate product fit for consumers. Consequently, for the products that have this feature enabled, the return rates are close to zero. We are the first e-commerce player in India to use the technology," the company said.

Customers can virtually try garments by putting in three basic body measurements.

The tool allows users to visualise the garment on a customised 3D avatar-type model and get the right size recommendation.

"It took a few months to adapt this technology for Indian women body shapes. But the effort seems to have paid off in terms of higher consumer engagement," the company added.