Augmented Reality: The Key to Unified Retail Experiences
The future of retail is looking more augmented than ever before, with the rise of mobile augmented reality (AR) experiences set to revolutionize the way consumers interact with brands both online and in-store. According to Niantic’s Ian Heisters, AR will be the key to delivering unified experiences across retailers’ physical and digital presences, creating more meaningful connections with consumers and driving business growth.
With an estimated 1.7 billion mobile AR users worldwide by 2024, the potential for brands to tap into this massive addressable market is huge. The proliferation of webAR, which allows users to access AR experiences via web browsers without the need for an app, opens up new possibilities for marketers to redefine customer journeys and enhance engagement.
Retail is one industry where the full value of AR can be unlocked, with over 40% of Gen Z consumers expected to use AR to inform online purchase decisions by 2025. Virtual try-on experiences and interactive in-store displays powered by AR can attract foot traffic, hold attention, and ultimately drive sales for brands.
The challenge for retail brands lies in designing an integrated AR customer journey that seamlessly connects e-commerce and brick-and-mortar experiences. By leveraging webAR technology, brands can personalize the shopping experience for consumers, whether they are online or in-store, creating a cohesive and engaging journey from start to finish.
AR also presents an opportunity for brands to enhance their storytelling and connect with consumers on a deeper level. By using AR to bring product stories to life and showcase brand values, retailers can attract a younger demographic of high-value shoppers to their brick-and-mortar locations.
As smartphones continue to dominate the market, webAR is poised to become the go-to technology for creating immersive AR experiences. Looking ahead, retailers can explore the potential of AR glasses and other emerging devices to engage customers with rich, location-based experiences and immersive storytelling.
Overall, AR is set to play a crucial role in shaping the future of retail, with brands already seeing positive results in key metrics like dwell time, click-through rate, brand affinity, and sales. As consumers increasingly expect personalized and experiential shopping experiences, AR will be the key to meeting those expectations and building a winning brand in the digital age.
