Build.com offered shoppers an AR feature that allowed them to remotely experience the e-commerce brand’s home improvement materials.
Objective and Context:
Build.com sells its home-improvement materials exclusively online, enabling it to offer virtually unlimited SKUs for light fixtures and faucets, with as many different finish options and configurations as the manufacturer produces. Consumers who enjoyed the benefit of this vast selection offered by Build.com traditionally had to accept the inconvenience of having to make their purchases without handling the products they were buying. To minimize this disadvantage, Build.com developed a mobile feature that allowed users to visualize and interact with its products.
There were two archetypal Build.com users whom the brand sought to serve as it designed its AR feature:
To help its e-commerce customers, Build.com sought to capitalize on AR technology to offer them a way to not only view products from their remote locations, but to see how those products responded to different environmental factors in the home, ranging from different lighting to different faucet spray-patterns.
Overall Campaign Execution:
Build.com took eCommerce AR to the next level by enabling users to not only visualize how a given product would look in their home, but to interact with the product in various life-like scenarios by rotating and repositioning it, viewing it with different finishes, turning the surrounding lighting on and off, and turning the water on and off with different spray patterns and temperatures.
On the feature’s latest release, Build.com added over 300 products, including ceiling fans, bathroom accessories, toilets, sinks, and bathtubs.
To help users find the AR feature, Build.com gave it top billing on the Build.com app’s home screen, where the brand displayed new promotions and features.
Build.com made its In-Home Preview available exclusively on mobile devices, since the iOS AR implementation was only available on iPhones and iPads at the time.
Build.com observed a: