Exploring the World of Augmented Reality in Online Shopping
Augmented Reality Transforms Online Shopping Experience
Once considered a radical technology primarily used by gamers and Gen Z TikTokers, augmented reality (AR) has now become a crucial component of online shopping. Different types of AR are revolutionizing the way shoppers visualize and interact with products, ultimately leading to more informed purchasing decisions without the need to visit a physical store. It is projected that by 2025, 28% of US shoppers will have utilized augmented reality while making online purchases.
Understanding Augmented Reality
Augmented reality (AR) integrates digital information with the user’s physical environment in real time. By overlaying digital objects onto the real world through a camera or display device, AR enhances the user’s perception of their surroundings by adding computer-generated images, sound, videos, text, filters, infographics, and other sensory inputs.
Enhancing Shopping Experiences with Different Types of AR
There are various types of AR that can significantly improve the online shopping experience:
1. Marker-based AR
Marker-based AR, also known as image recognition AR, utilizes QR codes or visual markers to trigger interactive experiences. Users scan the marker with their device’s camera to view virtual images in 3D on their screens. This type of AR is commonly used in mobile devices and requires a dedicated app for optimal functionality.
Example: Arhaus’ room planner allows users to create 3D models of their rooms and visualize the brand’s products in their space.
2. Markerless AR
Markerless AR does not rely on physical markers and instead uses location-based data like GPS to track the user’s environment. This type of AR is more flexible and can work on irregular surfaces, making it popular in online shopping and gaming.
3. Projection-based AR
Projection-based AR projects 3D imagery onto flat surfaces using projectors. While not fully immersive, it is commonly used for events and movies.
4. Superimposition-based AR
Superimposition-based AR overlays digital content onto existing physical objects, providing customers with product details and guidance in physical stores.
5. Location-based AR
Location-based AR relies on geographic data to deliver digital images at specific locations, making it popular for gaming and interactive shopping experiences.
The Benefits of AR in Ecommerce
AR technology bridges the gap between online shopping and in-store experiences, offering benefits such as:
- Reduced return rates
- Increased conversion rates
- Differentiated brand experiences
By utilizing AR, brands can provide customers with immersive and interactive shopping experiences, ultimately boosting engagement and sales.
Examples of AR in Ecommerce
Several brands have successfully implemented AR in their ecommerce strategies:
Virtual Showrooms
BMW’s i Visualizer tool allows customers to customize and visualize their dream car in real-time using AR technology.
Virtual Try-On
The Cambridge Satchel Company enables customers to virtually place 3D images of bags in their real-time environment, enhancing the online shopping experience.
Camera Filters
Warby Parker offers AR experiences through camera filters, allowing customers to try on glasses virtually before making a purchase.
In-Store Mirrors
Rebecca Minkoff utilizes AR mirrors in physical stores to provide customers with virtual try-on experiences, resulting in increased engagement and sales.
FAQs About Types of Augmented Reality
Can markerless AR be used in a wider range of environments than marker-based AR?
Yes, markerless AR is more flexible and can be used in a wider range of environments compared to marker-based AR.
Does projection-based AR require the use of a headset or other hardware?
No, projection-based AR does not require the use of a headset or other hardware. It utilizes projectors to display digital content on flat surfaces.
Are there any limitations to the accuracy of markerless AR when compared to marker-based AR?
Markerless AR is generally less accurate than marker-based AR due to environmental factors, but it offers more flexibility and adaptability in different scenarios.
What is the best example of AR?
Virtual try-ons, such as trying on apparel or accessories virtually, are considered one of the best use cases of AR in ecommerce.
Augmented reality continues to revolutionize the online shopping experience, offering customers innovative ways to interact with products and make informed purchasing decisions. As AR technology evolves, it is expected to play an even more significant role in shaping the future of ecommerce.
