Augmented Reality: Transforming Consumer’s Experience In Digital World
The landscape of digital advertising has been constantly evolving, and one technology that has been shaping this transformation is Augmented Reality (AR). AR brings a new level of excitement and interaction for consumers with brands, making it a game-changer in the digital advertising industry. From triggering impulse purchases to enhancing shopping experiences, AR is revolutionising the way consumers interact with products and brands.
Role of Augmented Reality in Marketing
Before discussing its impact, let's clarify what Augmented Reality is. AR is a technology that overlays virtual content, such as images and information, onto the real-world environment. This is achieved using AR glasses or a smartphone's camera, allowing users to interact with digital elements while still being aware of their physical surroundings.
For D2C brands especially it is redefining the consumer’s shopping experience in a significant manner and this in my view is going to be the most significant impact of AR on the digital industry. Let’s delve more into how Augmented Reality is revolutionising online retail advertising and shopping experience for consumers.
1. Triggering Impulse Purchases and Creating Shopper Missions
AR has proven to be a powerful tool in triggering consumer interest and impulse purchases. Brands can leverage AR experiences to captivate potential customers and introduce them to new products or offerings. For example, Coca-Cola's 'Names' campaign in Japan allowed users to send personalized AR bottles to their friends, prompting them to consider purchasing the product for themselves. Additionally, automobile companies have used AR technology in digital banner ads, providing users with a 360° view of a car's interior and enticing them to schedule a test drive.
2. Navigating Large Stores Effectively
Large retail stores often present a challenge for shoppers to locate the products they need, resulting in potential customers leaving without making a purchase. However, AR, when combined with stored data, offers a solution to this issue. By utilising AR technology, stores can provide shoppers with personalised shopping experiences, making the shopping process more engaging and efficient. AR navigation systems can help customers find specific product categories, increasing the chances of conversion and customer satisfaction.
3. Facilitating Product Information Dissemination
In retail, especially for high-value items such as consumer durables, musical instruments, and mobile phones, customers often seek detailed product information before making a purchase. AR can play a crucial role in delivering easy-to-understand product information and demonstrations. Customers can use AR to visualize how a product would look in their home, understand its features, and even request a virtual demo, reducing the dependency on retail executives and empowering consumers to make informed decisions.
4. Sports in a Virtual World
In the sports world engaging more and more fans is equivalent to creating awareness and consideration for the product in the retail world and it can be achieved beautifully with AR. Augmented Reality can be used to educate and engage sports enthusiasts, whether they are amateur players or fans. Interactive AR tutorials can help novices learn how to play a sport, providing step-by-step guidance and feedback. Moreover, fans can connect with their sporting icons through virtual avatars and participate in engaging AR activities. Major sporting events and leagues can also leverage AR to enhance fan engagement, as demonstrated recently by the AR engagement program introduced by Ultimate Table Tennis in India.
Ultimate Table Tennis along with the start-up Aatral developed a virtual experience for the fans of Table Tennis, where they gave them a chance to make their favorite city the Virtual champions of the league. It created tremendous excitement amongst all those who were able to visit the UTTverse via mobiles, PC, and Virtual Reality.
Conclusion
Augmented Reality is revolutionising the advertising landscape, particularly in the retail sector. Its ability to trigger impulse purchases, enhance navigation in large stores, provide easy dissemination of product information, and create engaging experiences has made it an invaluable tool for brands and marketers. As AR technology continues to advance, it is expected to shape the future of digital advertising, offering consumers even more immersive and interactive experiences with their favorite brands. Brands that embrace AR now will not only capture the attention of their target audience but also stay at the forefront of this transformative trend.
(Sachin Kumar is the Founder of Bottle Openers)
