Debenhams launches virtual try-ons to ramp up customer engagement

Debenhams is stepping into immersive digital retail by rolling out virtual try-on technology, starting with its beauty offering and expanding soon into fashion.

The initiative is designed to enhance the online shopping experience with more personalised, interactive features that allow customers to make more confident purchasing decisions.

Customers browsing beauty products on Debenhams' platform will now be able to use a virtual try-on tool that simulates how makeup will look in real time. The next phase will introduce similar capabilities across Debenhams’ broad range of fashion and clothing brands, giving shoppers the ability to virtually try on garments using animated, human-like avatars.

Daniel Finley, CEO of Debenhams, said:
 "At Debenhams we are always looking for ways to provide a differentiated and enhanced customer experience. This technology gives users more engaging and personalised ways to explore our products and make informed decisions.

"We love innovation and believe the use of moving, personalised avatars with social influence is a real step forward in the virtual try-on space for beauty and fashion. We’re already seeing tangible benefits."

The virtual experience is powered by Be Retail Social, an enterprise virtual try-on and fitting room platform that enables retailers to offer AI-powered personalisation across fashion, sportswear and beauty.

Simon Iddon, Founder and CEO of Be Retail Social, added: 
"We first engaged with Debenhams around our virtual fitting room platform for fashion and sportswear. However, they quickly saw an opportunity that aligned with their beauty initiatives. With minimal effort, the team had the platform-agnostic integration in place and delivering on the first sets of experiments.

"We’re proud of the progress and look forward to expanding the use of our virtual fitting room services across Debenhams’ vast product range."