Thanks to the sponsorship of the National Bank which allows us to offer the HEC Montreal Digital Marketing Simulator to our BAA students for free!

Logo digital HECEN
Search
The augmented reality background
S'abonner à l'infolettre

Infolettre

Unlocking the Potential: Augmented Reality (AR) in Retail

After the emergence of artificial intelligence, machine learning, and blockchain technology, many businesses started adapting themselves and utilizing these technologies to provide new customer experiences. They aimed to increase engagement from their target audience. By 2023, Augmented Reality (AR) had surpassed the stage of merely using AI to interpret sensor data and become the most game-changing technology to enhance customers’ experiences and increase brand engagement. However, since 2023, only 1% of retailers have utilized AR. This is a great opportunity for businesses to adapt and capture attention in 2024.

What is Augmented reality (AR)

Augmented reality (AR) is the technology that overlays digital information such as images, videos, or 3D models onto the real-world environment. It provides customers with the capability to view and personalize products in 3D while they shop. With its easily accessible ability through devices like smartphones and tablets. It appears to be one of the most game-changing technologies for retail, particularly in the digital marketing field, in 2023. Many industries have used Augmented Reality, such as IKEA, the retail industry, that provide AR applications to let customers see how furniture would look in their house. 

Augmented reality (AR) performance in 2023

According to a report from Mobile Marketer in 2023, there is significantly positive feedback from the customers and the brand that has already used Augmented Reality.

  • AR product experiences gain double the engagement compared to the non-AR equivalent.
    • AR features for customers to virtually try out products directly impact customers’ engagement. The more they interact with the product and utilize those try-on features, the more engaged they become. This engagement positively affects their Zero Moment of Truth (ZMOT) and their decision-making process.
  • 61% of people stated a preference for products with AR experiences. 
    • Undeniably, 3D products created through AR provide customers with the opportunity to find products that fit their needs. Therefore, the brand can take advantage of this to minimize doubt and accelerate sales at this point.
  • 40% of consumers are willing to pay more for a product that could be customized in Augmented Reality.
    • Especially in online shopping, having the same experience as in-store shopping is impossible. However, with AR, customers can at least see their products in 3D and experience them in a real environment. For example, AR try-on features like trying on lipstick colors from L’Oréal.
  • 70% of consumers who are aware of Augmented Reality are between 16 and 44 years old.
    • Not only the younger generation but AR is also known by a variety of age groups. 
  • Having Augmented Reality can increase the conversion rate by 40%.
    • AR can not only increase the engagement of the brand but also increase the customers’ confidence in buying and post-purchase satisfaction.

Becoming a business great opportunity in 2024

While Augmented Reality (AR) performance demonstrated significant advancements in 2023, the adoption rate in the retail sector remained only 1%. Consequently, the year 2024 presents a great opportunity for businesses to enhance their AR tactics and capitalize on this untapped potential to attract customers. 

  • Design an AR experience that suits customers’ needs
    • Using their pain points and preferences to develop AR applications is the key to provide a better shopping experience to customers.
  • Seamlessly adding AR experiences to the customer journey
    • Ensure that AR experiences are added seamlessly into your existing platform, such as a website, so customers will easily access them.
  • Interactive Product Visualization
    • Enable customers to visualize products in a real-world environment. This feature plays an important role, especially in the cosmetics and home decoration industries.
  • Using Augmented Reality in Marketing Campaigns
    • Create interactive AR advertisements to capture the customer’s attention and increase brand awareness.

By implementing these strategies, businesses can maximize their success in using AR technology in 2024 and drive innovation, engagement, and growth in the retail sector.


Bibliographie

  • 23 Augmented Reality statistics you should know in 2023. (n.d.). https://www.threekit.com/23-augmented-reality-statistics-you-should-know-in-2023
  • Benefits of Augmented Reality in Business – A detailed guide. (n.d.). EDIIIE. https://www.ediiie.com/blog/augmented-reality-for-business/
  • Launch of new IKEA Place app – IKEA Global. (n.d.). IKEA. https://www.ikea.com/global/en/newsroom/innovation/ikea-launches-ikea-place-a-new-app-that-allows-people-to-virtually-place-furniture-in-their-home-170912/
  • Pearl, D., & Pearl, D. (2019, July 31). L’Oréal is bringing beauty online with the help of AR and AI. Adweek. https://www.adweek.com/brand-marketing/loreal-is-bringing-beauty-online-with-the-help-of-augmented-reality-and-ai/
Picture of pinratsuwanneri

pinratsuwanneri

Leave a Reply

Your email address will not be published. Required fields are marked *

Découvrir d'autres articles

small_c_popup.png

Avez-vous finis votre lecture de l'article?

Vous pourriez tester vos connaissances numérique

25 questions pour déterminer si vos lectures sur le blogue ont fait de vous un expert du numérique