Introduction to Augmented Reality Shopping
Tilly’s, a preferred teen retailer with 221 stores within the U.S., has launched a mobile scavenger hunt that encourages shoppers to go to its stores and win discounts. The promotion uses augmented reality (AR) to let app users search stores for prizes. This progressive approach is anticipated to draw teens and young adults who’re aware of emerging technologies and social media influencers.
How the Scavenger Hunt Works
The contest is hosted by Shonduras, a YouTube star with over 1 million subscribers. Shonduras often hints to mobile users where to gather virtual coins in stores. Android and iOS users who collect enough coins are then offered prizes and discounts, as demonstrated in a YouTube video. The scavenger hunt runs from August 1-14, giving participants two weeks to explore Tilly’s stores and win exciting rewards.
Bridging Online and Offline Shopping
The in-store scavenger hunt is a creative technique to motivate offline behavior with a web based campaign. By partnering with a social media influencer and using AR technology, Tilly’s is capable of bridge the gap between online and offline shopping. This approach encourages consumers, particularly young ones, to interact with the brand and visit physical stores.
Similar Campaigns and AR Adoption
Tilly’s will not be the one company to make use of AR in its marketing campaigns. In May, Universal Pictures and Cinemark theaters teamed up to advertise the Tom Cruise reboot of "The Mummy" with the same campaign. The app placed virtual Egyptian coffins at over 300 Cinemark theaters that might be opened via smartphones to win a real-world prize. According to eMarketer, AR usage is estimated to grow 30% this yr to 40 million people within the U.S. and reach 54.4 million people by 2019.
The Future of AR in Retail
The growth of AR adoption is driven partially by social media platforms like Snapchat and Facebook, which provide lenses and masks of their camera features. A recent report by the International Data Corporation predicts that companies will spend nearly $14 million on AR and virtual reality in 2017, up 130.5% from last yr. As AR technology continues to evolve, we will expect to see more progressive campaigns like Tilly’s scavenger hunt.
Conclusion
Tilly’s mobile scavenger hunt is a fun and interactive technique to encourage teens and young adults to go to physical stores. By using AR technology and partnering with a social media influencer, Tilly’s is capable of bridge the gap between online and offline shopping. As AR adoption continues to grow, we will expect to see more retailers using this technology to create engaging and immersive experiences for his or her customers. Whether you are a fan of Shonduras or simply in search of a fun technique to shop, Tilly’s scavenger hunt is certainly price trying out.
