Nowadays augmented reality represents itself as a possible strength in marketing as it gives an opportunity to the brands to get customers to meet products before mobile purchases.
What is augmented reality?
The term augmented reality generally characterizes the computer-assisted presentation of the reality. While the user of virtual reality is immersed in a digital world, augmented reality presents reality, supported by digital content. This is done via:
- virtual representation of additional information in the real world
- adding information to images or videos
- the insertion of virtual objects
In the marketing community, it is known for a few years that if the components of an augmented reality are properly implemented, this brings added value to customers. In this area innovations are urgent, because it is becoming increasingly difficult to get in touch with potential customers or retain them.
The competition between suppliers is becoming intense day by day. That’s why, it is important to offer innovative advertising formats. This is where augmented comes in. New formats and ideas capture the attention of customers and also offer new value, regardless of industry.
Augmented reality in e-commerce
The principle of augmented reality can be used for an online store to optimize the customer experience. Mobile devices have a key role in this. More and more customers are surfing the Internet and shopping from their smartphone or tablet, looking for products or information. Mobile use has since surpassed the use of desktop. Nowadays, it is more effective to reach a very large target via smartphones. Thus, mobile commerce and online augmented reality should be combined and used together.
As for the applications themselves, we can talk about virtual fitting of clothes that is one of the most popular and used ones among augmented reality applications in e-commerce. Thanks to the camera, the user can check how the selected product matches his/her body. However, a risk for virtual clothing is that it may be represented not in an accurate way. The principle works however very well with small accessories, as well as with online opticians offering a virtual test of glasses.
This technology is also often used in the field of housing and home furniture. This is how IKEA introduced augmented reality in 2013. The Swedish furniture group is known for its innovative and creative marketing strategy. It is therefore hardly surprising to see the brand using this modern technique. The main idea is to provide users with the opportunity to view furniture from the IKEA catalog in their own homes. Then, they can find the ideal furniture for the space available.
Lego is another company using AR to sell adult Lego Wear apparel. The company has made what is called an AR store, accessible via a Snapchat snapcode, that once scanned takes people to an AR store where they can buy the streetwear line.
In conclusion, we can say that augmented reality will definitely be a future marketing trend for the next few years. The technology will be implemented in many areas of everyday life. Therefore, augmented reality will be integrated even more tightly into the technological systems, creating new advertising possibilities.
Posted from my blog with SteemPress : http://blog.economie-numerique.net/2020/04/14/how-augmented-reality-will-shape-the-future-of-ecommerce/
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