Company: Karaca Zuccaciye A.S., Istanbul
Company Description: Founded in 1973 by our Chairman Arif Karaca, Karaca Glassware has approximately 3500 employees. With its 11 brands, it operates in 43 countries, mainly in Turkey, Germany and England, with 305 stores and over 2,000 sales points. Karaca Group has received many awards for its product innovation and quality. Our brand meets Karaca customers with more than 10,000 products in 140 categories.
Nomination Category: App Categories
Nomination Sub Category: Award for Innovation in General Utility Apps
 Nomination Title: Karaca Products at Home with AR Technology
- Provide the date on which this nominated app was first publicly distributed:
App Launch Date: 1st of May 2021
AR Technology Launch Date: 2021
- Provide an essay of up to 625 words describing the app and the innovative aspect of the app that you are nominating:
Total 435 words used.
Our project started because we are inspired by the fact that people want make the place they live in more beautiful, and because they have a desire for harmony in color and pattern. Especially with the effect of the pandemic, users who don’t prefer to go to the stores are deprived of the opportunity to experience the product close to reality. With the expansion and progress of the digital world, the demand for online shopping has increased. Consumers wonder how Karaca products will look in their home, both in terms of color, model and size. While they want to see the product, especially in order to look for color and pattern harmony in products with a wide variety of patterns, such as bed linen, they want to see the exact place that products such as small household appliances will occupy in their kitchens. Our customers can access it without leaving their homes, and they can use this feature in more than 1500 of our products in all categories, from tableware to kitchen, from small household appliances to carpets. In all the categories in which we operate, we offer users the opportunity to view both the outer appearance and the inner chambers of our products in the same dimensions in 360 degrees from the comfort of their homes, using AR technology. We often received complaints from our customers about the size and color of some products. Due to this issue, both customer dissatisfaction occurred, and it caused the company to incur losses due to the high return rates. We started to work to eliminate the problem. Studies, we have found that the best and most sustainable solution is this method of implementing AR. On top of solving the pain points, we thought that the project we found, would also increase the sense of innovation and technology of Karaca.
At the point we are today, Karaca is the company that offers the highest percentage of augmented reality experience in its product range. This technology we offer has clearly proven its success in both customer usage figures and sales conversion metrics. Our conversion rate and engagement KPIs have doubled and return rate halved. It is very easy for us to increase the product range thanks to having a dedicated employee in the company payroll whose only job is to create ARs of our products. In addition, since we use these technologies natively on the application side, we can benefit from all the latest developments in this field. For future development, we aim to make the experience more interactive by adding animation to the visualization works we have implemented.
- Optionally, you may list creative and production credits for your app - a list of the people and organizations that contributed to its development:
Our Digital Transformation Unit carries out all the innovations we realize on our website and in our Karaca mobile application, which has managed to break many grounds in its field even though it is only 1.5 years old. Our Digital Transformation Unit consists of 7 sub-units: Data Analytics, Strategy, UX/UI, Design, Digital Marketing, Technology and Growth. As the Digital Transformation Unit, we realize our projects as a teamwork. This project was specially handled by Gökhan Arslan from the Growth Unit. Gökhan Arslan graduated from Boğaziçi University, Department of Economics in 2017. He started his career at Google in Ireland. Then he joined Karaca family and realized this successful project as Senior Digital Channels Growth Manager. During the formation of the project, Özyeğin University graduate Koral Oral, Digital Content Executive from the Growth unit, helped with all technical issues and designed 3D models and optimized them for AR. Boğaziçi University graduate İrem Karakaş supported all the processes after the project went live. After starting her career at Unilever, İrem joined Karaca family and works as Digital Channels Strategy Consultant.
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