Introduction to Augmented Reality in Retail
Out of the $3 trillion spent in commerce, a mere 9% is spent online. This has led retailers and modern brands to explore immersive digital methods for offline shopping, aiming to spice up revenue, drive consumer engagement, and enhance brand awareness and loyalty. One key technology enabling this transformation is Augmented Reality (AR), which is being adopted by brands and retailers to digitalize the buyer experience.
What is Augmented Reality?
Augmented Reality is a technology that enriches the actual world with information and digital media, corresponding to 3D models, videos, or other formats, superimposed in real-time on the view of the camera on our smartphones, tablets, computers, or connected glasses. This merges the virtual and real worlds on our device screens. AR uses computerized graphics and virtual objects to create real-time scenes from the actual world, designed to reinforce a user’s experience by adding graphics, sounds, or touch.
Impact of AR on Consumer Expectations
Over the previous couple of years, AR has significantly impacted how consumers expect to interact with products. According to Gartner, by 2020, 100 million consumers were expected to buy in AR online and in-store, with about 75% of consumers expecting retailers to supply an AR experience. This presents a main opportunity for retailers and business owners to leverage AR.
Implementing AR in Retail
Although AR continues to be in its early stages of adoption, it’s becoming an integral a part of the shopping experience. Brands like Lacoste, Tesco, Converse, Zara, IKEA, and MTV are utilizing AR to embed smart, interactive content into their products, immersing consumers in a world where the actual and virtual merge. For instance, consumers can scan a product and launch a mini-game, research competitive products straight off the shelf, or scan an commercial and be redirected to purchase a ticket or place a web based order.
Benefits of AR for Brands and Retailers
Building AR content helps brands and retailers grow their businesses by developing an understanding of consumer behaviors. AR enables brands to know how consumers engage with their brand, packaging, or products and to reinforce this engagement in a brand new, digitally exciting way. Brands which have integrated AR technology into their businesses are seeing increased revenues, spontaneous brand awareness, and a jump in customer loyalty.
Real-World Applications of AR
Retailers proceed to explore ways to implement AR, experimenting with the technology to make it an integral a part of the offline shopping experience. AR facilitates interaction between retailers/brands and their consumers, allowing the retailer to share interesting AR content that buyers can engage with easily and excitingly. For example, Toyota launched the Hybrid AR app to assist consumers understand the brand new C-HR model, and Sephora integrated an AR feature called Virtual Artist into its important app, allowing customers to see how beauty products would look on them.
Conclusion
By using AR technology, retailers and types are making a more engaging, fun, and rewarding consumer experience, each offline and online. As AR continues to evolve and turn into more accessible, its impact on the retail industry is anticipated to grow, changing the way in which consumers shop and interact with brands. With its ability to merge the virtual and real worlds, AR is poised to revolutionize the long run of retail, making shopping more digitalized and exciting for consumers worldwide.
