Introduction to Augmented Reality
From a marketing perspective, augmented reality (AR) has the potential to revolutionize how consumers interact with services and products, making the shopping experience more engaging than ever before. Research suggests that the worldwide AR and virtual reality market is predicted to extend by $162.71 billion from 2020 to 2025, with a compound annual growth rate of 46%. This growth is driven by increased demand for the technology and businesses adopting recent marketing strategies.
AR in Fashion and Retail
AR technology is becoming a vital ingredient in metaverse marketing, alongside gaming. Due to its rising familiarity, it already has an edge, as many consumers have used the technology in some form, equivalent to Pokémon GO or virtual walk-throughs on Zillow. Using AR as a bridge to enter the metaverse generally is a user-friendly and simple process, as shown by Tommy Hilfiger’s recent Snapchat filter. This filter combines virtual try-ons with an authentic world lens optimized for LIDAR, making it an interesting example of how a brand can use social media to experiment with AR world-building.
Retailers and AR
For retailers, AR began to make an impact when brands like IKEA and Wayfair Furniture offered apps that allowed consumers to scan items and preview them at home before committing to a purchase order. Made.com used AR to extend sales and brand awareness, exploring recent ways for people to experience its products when the pandemic prevented them from shopping in-store. Working with Meta to create an AR experience, the retailer saw purchases jump by 2.5 times and ad recall increased by 40%.
AR and NFTs
AR’s marketing potential becomes more attractive when combined with other metaverse pillars, equivalent to avatars, non-fungible tokens (NFTs), and gaming. Popular, customized, interactive avatars, equivalent to those from Ready Player Me, might be seamlessly integrated into AR experiences. For example, Charli Cohen and Selfridges launched the designer’s recent collection with an immersive, 360-degree video experience, where shoppers can explore a cyberpunk theme and live in fashion capitals around the globe. This example shows how avatar integration can switch the perception of AR from a simple smartphone experience to a gateway resulting in a personalised virtual world.
AR and Gaming
With multiplayer gaming, gamified AR might be used as a necessary metaverse primer, as shown by Snapchat and Lego’s connected lens that lets users link up and play the identical game in a shared virtual space. Both gamers can see the identical floating Lego model on a table of their homes and may modify and add parts, effects, and animations to the model in real-time. In the near future, AR will turn into much more compelling when married with consumer wearables. Until then, smartphones and existing in-roads to AR are interesting tools when applied with the correct creativity.
Conclusion
In conclusion, augmented reality is evolving as a bridge for marketers to enter the metaverse. With its potential to revolutionize the shopping experience, AR technology is becoming a vital ingredient in metaverse marketing. As the worldwide AR and virtual reality market continues to grow, retailers and types are finding recent ways to make use of AR to extend sales and brand awareness. By combining AR with other metaverse pillars, equivalent to avatars and NFTs, marketers can create immersive and personalized experiences for consumers. As AR technology continues to advance, it would be exciting to see the way it shapes the long run of selling and the metaverse.
