Information Technology Reference
In-Depth Information
provides an elevated form of interaction with the products. It means presenting
the offering in a creative and stimulating format that could include magazine
editorials, content generation, video narration, companion, avatars and social
shopping as well as blogs and user communities. It is, however, essential to
identify the features most appropriate for each brand and e-store.
Case Analysis 6.1
Changing the rules of online shopping with My Virtual Model™
In 1997, Louise Guay and Jean-François St-Arnaud had a vision. They knew that
the Internet was on the verge of re-writing the rules of retail forever and that
both retailers and consumers would go through a significant re-orientation
process as a result. They also understood that not everybody would be ready
for this change and that only a few would be able to identify the right course in
order to take advantage of the opportunities of the new direction . They weren't
sure that they had all the answers either but one thing they were certain of was
that people would not accept being restricted by the Internet on any level and
that, within a short time, they would expect to receive the same (if not higher)
level of service and offerings that they receive when shopping in the real world.
They set out to do something about it through creating a breakthrough tech-
nology that enables the re-creation of personalized human forms online in the
form of avatars baptized My Virtual Model™ (MVM).
The first release of My Virtual Model™ in 1997 brought a major step forward
in online customer service. Since then, MVP has created a standard for virtual
identity through interactive and companion shopping powered by 3-D and per-
sonalized touches. As the world leader in virtual identity and the innovator of
personalized shopping, MVM has also set a precedent in incorporating online
social media elements within the retail environment.
How does it work and what is all the hype?
MVM basically allows e-shoppers to re-create themselves in the form of a per-
sonal avatar or virtual model which they can use to try on products including
apparel, jewelry, handbags, shoes, eyewear and watches. The creation of the
virtual model follows a process of choosing features that closely resemble the
shopper through a multiple selection of suggestions for face, hair, form, height,
weight and skin-tone. The personalized virtual model is then used to try on pre-
selected products which the shopper may visualize. The goal of the product tri-
als is, of course, to create the feeling that the shopper is looking at themselves
in the mirror instead of on a computer screen. An additional possibility for cre-
ating a personalized virtual model is to upload an existing head-shot photo of
the shopper and integrate it with the dimensions of the body selected from
the given options, leading to a realistic human 3-D avatar. The virtual model can
be saved, retrieved, forwarded and shared. It may also be used to track weight
loss and as a tester of pre-selected products from multiple brands.
The company behind MVM also introduced My Virtual Model™ Imail in 2002, an
innovative marketing tool that offers a unique, fun and simple interactive MVM
Dressing Room integrated in an e-mail. The company has also launched MVM
Showroom, which allows online shoppers to visualize hard or soft goods in custom-
izable sets based on the 3-D technology that made My Virtual Model™ possible.
The application can be used as a simulator for interior store and home decoration
