Debenhams has announced the implementation of virtual try-on technology across its online platform, beginning with beauty products before expanding to fashion and clothing brands.

The initiative aims to enhance customer experience by providing more engaging and personalised ways for shoppers to interact with products and make informed purchasing decisions.

Daniel Finley, chief executive officer at Debenhams, said: "We are always looking for ways to provide a differentiated and enhanced customer experience, giving users more engaging and personalised ways to consider our range of products and make more informed purchasing decisions."

The virtual try-on platform utilises moving, personalised human avatars with social influence, which Finley described as "a real step forward in the virtual try-on space for beauty and fashion," noting that the company is "already seeing tangible benefits."

The technology is powered by be Retail Social, a virtual fitting room and try-on platform specialising in fashion, sportswear and beauty sectors.

Simon Iddon, founder and chief executive officer at be Retail Social, explained that while their initial discussions with Debenhams focused on virtual fitting rooms for fashion and sportswear, the retailer quickly identified opportunities within their beauty initiatives.

"With minimal effort, the team had the platform agnostic integration in place and delivering on the first sets of experiments, providing the ability to promote customisation and showcase Debenhams' full range effortlessly to customers," said Iddon.

The collaboration has shown promising results, with plans to expand the virtual fitting room services across Debenhams' extensive product range. "There has been great progress for which we are very proud and look forward together with Dan's team to expanding the use of our virtual fitting room services with Debenhams' vast range products," Iddon added.

---