The customer experience has never been more important to retailers as they strive to differentiate themselves from other giant mass merchants. Now that the pandemic has closed stores around the world, retailers are striving to introduce the online experience and are discovering how AR technologies that place products in a real-life context attract consumers to where they shop, increase shopping confidence, and provide new insights into the functions and features of the product that matter most.
Technology concepts such as 3D imaging and augmented reality (AR) may have once seemed futuristic, but in fact, they are more common than ever. While VR simulations that require specialized software and headsets where the reach to the general public is limited, AR and 3D are much more popular. In fact, eMarketer predicts that 1 in 4 consumers in 2020 will interact at least once a month with AR, which combines digital content with the physical environment. According to research, 40% of customers tend to buy the products they have tested in AR, even at a higher price.
Recent technological advances are behind the growth in usage, with iOS and Android devices incorporating 3D and AR content that can be displayed directly in the web browser, without the need to download a separate application. While most AR content so far is available in the form of games such as Pokémon Go or photographic "glasses" for Snapchat, there is wider visibility on the immediate horizon: Google intends to integrate AR content into search results and Facebook is testing AR advertising campaigns with leading brands.
With the new global landscape of 2020, retailers already had incentives to invest in commerce and now, it is becoming a priority. That's because 3D and AR tools can generate:
Engagement and sales momentum.
The inability to size, store, and purchase items prior to purchase has long been a crucial gap in the online shopping experience, and now that more customers rely heavily on the Web to get their products, closing that gap is essential. Immersive retailing provides a viable solution: 3D assets allow shoppers to rotate and flip product images and zoom to examine details such as materials, details and product features, while AR allows shoppers to virtually test items in a real-world context, giving them accurate sizing and fitting information. It engages consumers where they are shopping now.
Data Analytic: New Ways to Measure.
Store associates and point-of-sale interactions, retailers are hungry for information, and immersive commerce tools generate new metrics based on how shoppers interact virtually with individual product features. Similarly, because 3D and AR tools can help shoppers visualize customizations on the fly, retailers can determine which options are most popular, helping to guide future product decisions.
Get vital information about shopper priorities.
Without the data that is typically gathered from foot traffic patterns, store associates, and point-of-sale interactions, retailers are hungry for information, and immersive commerce tools generate new metrics based on how shoppers interact virtually with individual product features. Similarly, because 3D and AR tools can help shoppers visualize customizations on the fly, retailers can determine which options are most popular, helping to guide future product decisions.
We utilize these immersive technologies backed up with strong and efficient data analytics, providing effective and measurable results.
If you want to know more about this project, or about other solutions that we can utilize to enhance your proceses and efforts, do not hesitate to contact us by clicking here