The way we interact with brands and commerce has completely changed since the Covid-19 pandemic. While brick-and-mortar shopping was already declining, the pandemic hastened its demise. Consumers no longer want to go to the store like they used to. Malls and shopping centres are seen as relics of the past rather than places for communal gathering.?
Brands are looking for new ways to engage with customers and showcase their products in ways that allow them to be seen, touched, and engaged with in ways that have never been done before.
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What is Augmented Reality?
Augmented reality (AR) is a new and emerging technology that combines the real and virtual worlds, typically requiring a smartphone and its camera.
The current digital landscape is littered with examples of augmented reality, ranging from the Metaverse and Instagram filters that transform our faces into various shapes and forms to solar system apps that map out where different planets and stars can be found in our night skies.
In essence, whenever you open your smartphone and see live views of your world with digital integrations. you are experiencing AR.
AR/VR/MR
AR is not the first reality-altering technology to emerge; there is also virtual reality (VR) and mixed reality (MR). Before we proceed, it’s important to understand the differences between the three.
Virtual Reality
Virtual reality is a technology wherein a virtual world replaces a user’s entire experience. This can be accomplished using either computer-generated imagery or 360-degree video. VR video games, such as Oculus or Playstation VR, are the most common VR technology available today.
Mixed Reality
Mixed reality exists in the space between virtual and augmented realities. Essentially, imagine an AR experience where you wouldn’t need to view the digital aspects of the world with a screen.
Augmented Reality Meets E-Commerce
But, in 2022, how can AR be useful to brands? Is digital technology appealing to consumers who are hesitant to try new technology?
Here are a few practical and applicable ways for e-commerce businesses to begin introducing AR technology to consumers.
#1 Placing AR in the Room
One of the simplest ways for brands to begin implementing AR technology is to place products in the hands of customers. Customers are frequently left imagining how products would look in their homes or apartments and, short of purchasing them, are left guessing.
Take, for example, furniture.
Furniture manufacturers can use AR technology to allow customers to digitally place their products in their homes to see how they will look in terms of sizing, design, and colour. Customers can save money on shipping, delivery, and frustration because they don’t have to guess what type of furniture will work best in the room.
#2 Trying on AR Clothing
Similarly, fashion brands have turned to AR for remote fitting room capabilities. Motion tracking allows clothes to be dynamically fitted onto the individual so that they can determine whether or not they are worth purchasing.
#3 Personalize the Branding Experience
One of the most intriguing aspects of AR is that its capabilities are hidden in plain sight. Almost anything can be turned into a 3D experience using a smartphone camera; many brands are now using 3D packaging that comes to life when viewed through a smartphone camera.
For instance, Jack Daniels created an amazing AR experience using just their bottle label that could be viewed through any smartphone. AR creates an opportunity whereby any surface, design, or photo can be elevated, making the opportunities truly endless.
Brands Using AR
#1 Sephora
Sephora has been using the rise in augmented reality app development by coming up with and using augmented reality (AR) filter for several years to allow customers to try on different styles of makeup. You can apply hundreds of different styles of lipstick, eye shadow, foundation, and more in real time.
L’oreal recently reported that augmented reality technology that provides digital makeup can increase sales by 27-34 percent.
#2 Lens Cart
Lens Cart is an eyeglass company that uses augmented reality to allow you to try on different styles of glasses in real time. After scanning your face, you can begin receiving recommendations for your glasses style based on their expert style guides.
#3 IKEA
The IkeaAssemble AR app lays out all of the pieces and parts you will need to assemble your ikea product, and then helps you build it. As you progress, the app will follow you and assist you if you make a mistake.
Why Use AR?
As more consumers abandon physical stores, brands must find ways to provide “hands-on” opportunities for customers to test products. Customers continue to want to try on clothes and measure furniture to see if it will fit in their living rooms.
They can do all of this digitally thanks to augmented reality. As a customer, you no longer have to order the product and then return it, saving the brand money on shipping.
Conclusion
Augmented reality is a technology that can assist e-commerce and product brands in making the transition from brick and mortar to fully digital. Customers want to try out your products and hold them before making a purchase. It’s in our nature.
However, by being able to digitally place your products in their homes, on their bodies, or in their worlds, you stand a much greater chance of getting them to trust you and make a purchase.
Technology is always changing and augmented reality is taking away a lot of the barriers that exist between customers and sellers in the world of eCommerce.
Looking for an AR App Development Company to kickstart your AR journey in selling your products? Here at Digitalfren, we have the solution to all your digital needs. Contact Us and book your first consultation with us today.