Introduction to Augmented Reality in Shopping
Consumers are increasingly looking for products that aren’t physically in front of them, which may hinder the shopper experience. This is because mental imagery, a multi-sensory process, requires the representation of knowledge in working memory. When consumers are unable to generate mental images of a product in use, they might find yourself having a negative retail or service experience.
The Challenge of Mental Imagery
To overcome this challenge, corporations comparable to Amazon, IKEA, L’Oréal, Nike, Akzo Nobel, Snapchat, and Instagram are turning to Augmented Reality (AR) to reinforce frontline-customer interactions. AR helps consumers offload their mental imagery processes onto the technology, making it easier for them to assume products in use. However, there was little research into how exactly AR helps consumers and whether it will possibly add tangibility to digitized service encounters.
How AR Enhances Customer Experience
Research has shown that customers presented with holographic content through AR select products presented in AR over those shown in traditional 2D printed images. Consumers are also willing to pay more for products presented in AR than those which might be 2D. This is because AR allows consumers to interact with products in a more immersive and interesting way, making it easier for them to assume the product in use.
Interactive Products and Customer Experience
For AR applications to be effective, they need to be interactive. This means allowing consumers to examine a product from multiple angles, rotate or move it around, or resize a hologram to suit into their real world. Hand gesture control can also be more practical than voice commands or gaze commands, because it most closely resembles how customers would interact with products in the event that they were physically present.
Benefits of AR for Businesses
AR technology also has enormous potential within the management of supply chains and retailers’ operations. For example, employees can use AR glasses to restock shelves more efficiently, and warehouse operations for online retailers might be improved. Last-mile delivery for logistics service providers also offers loads of opportunities for cost-reductions when using AR in various processes.
Customization and Interactive Content
To get essentially the most out of AR technology, corporations should allow customers high customization and interactive content to make sure visibility and customer engagement. Features like interactive and holographic face filters on social media platforms are not any longer expensive and might be designed by freelance designers at an inexpensive price, even for start-up budgets.
Conclusion
In conclusion, AR technology has the potential to revolutionize the way in which consumers shop and interact with products. By providing an immersive and interesting experience, AR may help consumers overcome the challenges of mental imagery and make more informed purchasing decisions. Businesses may profit from AR technology by improving supply chain management and reducing costs. As AR technology continues to evolve, it’s more likely to play an increasingly necessary role within the retail industry, providing a more interactive and interesting experience for consumers.
