Introduction to Augmented Reality in Retail
Augmented reality (AR) has come a great distance since Pokémon GO made it a household term in 2016. Now, the mixing of computer-generated images with photos and live views is quickly becoming a regular tool in retailers’ customer experience kits. In 2020, AR technology played a vital role in helping customers feel comfortable making high-ticket value, customized purchases online without seeing products in person first. According to Forrester, by the top of 2021, as much as 48% of consumers within the U.S. could have some experience with AR and virtual reality.
The Benefits of AR in Retail
Furniture retailers were among the many first to learn from augmented reality after the pandemic began and showrooms closed or reduced their hours. AR helped these firms overcome logistical and practical challenges in displaying customized products accurately online. For instance, a settee that is available in fifteen different leathers, thirty different fabrics, and different leg styles would require an enormous period of time and budget to photograph in every possible option combination. With AR technology, furniture sellers can artificially generate every combination a consumer might configure and display them immediately.
Enhanced Customer Experience
Customers can place products in a photograph of their room or into virtual rooms configured with the identical dimensions as their actual room. Augmented reality also lets them add more products to see how they give the impression of being together and fit right into a virtual rendition of their space, and zoom in on 3D AR furniture models for a more in-depth take a look at the main points. This technology has proven especially beneficial for high-end furniture retailers that supply customization on items that will cost several thousand dollars apiece.
Driving Conversion and Reducing Returns
AR-based product previews have been shown to extend conversion rates and average order value while decreasing returns. This is because customers can see exactly what they are going to receive and the way it can look and fit of their space, giving them greater confidence within the retailer’s online previews. These varieties of AR capabilities have been a game-changer for other luxury items, too, including handbags and watches. Without AR previews, many individuals were uncomfortable buying without seeing them in person. However, when a consumer can upload an image of their arm and virtually try on different watches, they’re more prone to follow through with a purchase order and fewer prone to return the item.
Leveling the Playing Field for SMBs
Augmented reality is able to grow to be the usual for smaller retailers that want to distinguish themselves from major players. That’s partly because the biggest retailers sell so many products that they might not have the ability to implement AR and VR toolsets anytime soon. They also may not need AR capabilities as much, because so many shoppers are already comfortable buying from them. AR capabilities also enable smaller retailers to copy the in-store experience online, earning customers’ engagement and trust with AR-driven experiences that show them exactly what they’re buying.
Implementing AR Technology
As with any recent technology, it’s idea to check augmented reality with a small use case first, optimize, and expand capabilities so as to add more features and experiences. Before working in your first AR project, nevertheless, review your site performance to be certain that page load times and architecture are optimized. Adding AR features may cause a slow or poorly configured site to perform worse, negatively impacting CX and the way search engines like google and yahoo prioritize your site. Make sure the info powering the AR experience is complete, mapped accurately, and configured consistently before starting the project.
Best Practices for Implementation
Typically, you possibly can expect to spend about 12 weeks getting product data, infrastructure, and architecture able to launch your first AR feature, followed by 12 weeks of analyzing and optimizing the brand new experience. When that first feature is working well, work on recent features and capabilities in three-month blocks, using customer feedback and site metrics to accumulate a bigger suite of AR resources. Rolling out features every few months allows for testing and feedback, making a process that’s flexible enough to consider recent innovations together with Voice of the Customer (VoC) data.
Conclusion
Augmented reality continues to be a comparatively recent technology, and it’s almost certain that retailers will find recent ways to leverage it, and customer expectations around it can keep evolving. Retailers that adapt together with them can be in the most effective position to maintain delivering the digital shopping experiences customers want. By understanding the advantages and best practices of AR implementation, retailers can stay ahead of the curve and supply their customers with a singular and fascinating shopping experience. Whether you are a large retailer or a small business, incorporating AR into your customer experience strategy can have a big impact on driving conversion, reducing returns, and increasing customer satisfaction.
