The Rise of Augmented Reality Technology in the Marketing World
With shopping trends continuously evolving, marketers are constantly seeking new and innovative ways to capture the attention (and pockets) of the millions of consumers out there.
Since Augmented Reality Technologies were first introduced, it’s been a war of ‘who can do it better’ between the big brands. Now, we are regularly seeing Augmented Reality at the forefront of huge marketing campaigns in the hope that it will help to raise brand awareness and drive sales.
So, what exactly is Augmented Reality Technology?
Augmented reality (AR) is an interactive experience which uses modern technological advances to overlay computer-generated content such as images, data, and sound onto a real-world environment to enhance or change the user’s experience or view of the world, a product or service.
Here are some of the best examples of AR technology that some of the big brands have used so far:
In 2017 IKEA launched the first of its kind ‘try before you buy’ homeware app, which enabled customers to test out the look of items in their homes before buying them. The app featured ‘true to scale’ images of thousands of items which users could place in and around their home to see what they will look like, and more importantly, see if they will fit.
Much the same as the IKEA Place App; Amazon created an AR experience allowing customers to test thousands of products in their home before purchasing them. This was an extension of their pre-existing app featuring thousands of products, such as electronics, furniture, home décor and much more.
Just about everyone had a go at catching them all, or at the very least bumped into someone in the street who was trying to.
In 2016 Nintendo released the global gaming sensation that used a mobile device’s GPS to locate, capture, battle, and train virtual Pokémon, which appear as if they are in the player’s real-world location such as streets, shops and even in their homes.
How is AR used to market products and services?
- AR Mirrors and Apps – Allowing customers to try on products, such as clothes, shoes, and makeup.
- AR Catwalks / Showrooms – Providing a more realistic example of products or services on people’s screens.
- Creative and interactive AR campaigns, such as billboards and bus stop signs – Helping to raise awareness of a brand or message
Why is AR so popular with consumers?
The use of AR can completely transform a person’s browsing or shopping experience, by providing them with a much more lifelike and realistic impression of a product or service.
Online shopping has increased year on year within the last decade, however, until recently, online shopping could never really offer the ‘try before you buy’ aspect that the high-street always could.
Now, with the use of AR, consumers can get the best of both worlds, by testing out products from the comfort of their own home; making shopping online easier than ever.
We are expecting to see the use of AR to increase rapidly over the next few years, becoming more than just a gimmick, and establishing itself as a permanent and fundamental part of the digital shopping experience.