March 16, 2007, 12:00 AM

New product display tool rivals Superman’s X-ray vision

HerRoom.com offers a display feature called “Try it Under.” The blouse overlay web tool enables shoppers to mouse over a menu at the side of a product image to change the image, showing how a bra would look under different neckline styles.

Kurt Peters

Executive Editor

 

There always has been a question lurking in the mind of a great many comic book readers and filmgoers: Can Superman use his X-ray vision to see through people’s outerwear? While that question lingers to this day, lingerie e-retailer HerRoom.com now offers shoppers X-ray vision. And the e-retailer’s answer is a great, big yes.

HerRoom.com, operated by the Andra Group Inc., offers a display feature called “Try it Under.” The blouse overlay web tool, created and patented by Andra Group CEO Tomima Edmark, enables shoppers on a product detail page to mouse over a menu that appears at the side of a product image to change the image, showing how a bra would look under different neckline styles, such as a scoop neck or v-neck.

“We wanted to give women even more information than they could get from a bricks-and-mortar store,” says Peter Kooiker, senior marketing analyst at the Internet-only store. “At a store, a woman would have to bring in or purchase numerous blouses in order to get the same information we provide online.”

Kooiker declines to disclose any metrics about conversion or order size among shoppers who engage the Try It Under feature vs. those who don’t. “But I can guarantee that if we ever took it down,” he contends, “there would be a hue and cry from our customers.”

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