How can Augmented Reality (AR) bridge the gap between the physical and the digital for retail brands right now?
Pre COVID-19 many brands were just waking up to and exploring the potential uses for AR within their business, try-on apps and filters have been popping up in the eco-systems of lots of larger retailers as they started to experiment with AR technology. However, AR can be applied to more than just try-ons and filters and we are making it our mission to make it easy for you to understand just how far AR can reach right now.
AR Shopping
Can’t try it on in store? Try it on in AR instead
Try on apps are a no brainer for shoes, watches, jewellery, glasses and makeup. There are companies who have developed try-on app tech that is being used by major retailers, try-on tech is also available through Instagram, Facebook & SnapChat. Going through one of the social channels makes a try-on campaign a lot easier to deploy and to get that all important engagement going (plus in most cases it’s shoppable).
View products in Augmented Reality directly from a mobile site
Shopping on a smart device is on the up and up, so many consumers are choosing to shop this way online, so why not offer those customers the chance to shop products in AR?
While browsing products on a mobile site, customers have the option to see a product in AR, the device camera is opened and the customer can now see the product in their own environment. AR allows for product to be viewed true to size, by every angle and in incredible 3D detail, there are also options to interchange parts, textures or colours depending on what the retailer has set up - and a good developer can ensure a seamless journey from AR browsing through to shopping cart.
What are the options?
Facial Filters
Let's start with the trusty facial filter, anyone who uses Instagram or Snapchat knows what these are and intuitively knows how to use them. They are versatile, allowing for a simple, branded experience or more complex gamified experience, and that all important reach is excellent via user generated content (UGC) - every-time a customer shares a story of themselves using the filter this reaches their network too.
AR experiences tied to product
Facebook and Instagram now offer marker tracking and image recognition meaning that you can build an AR experience that is activated when the user scans the product or image (marker) with their stories camera using a filter. Scanning releases AR content that works with and around the product or image, an animation, images, music or an exclusive facial filter are all examples of content that can be activated and released.
Digital Storytelling
Tell your story, your customer might not be able to physically interact with your brand at the moment, but you can take your brand to them. Create an experience that evokes your brand feeling and messaging, use 3D animation, music and interactivity to re-engage relationships, use this opportunity to present your product to your audience in a way they have never seen it before.
Portals
Open a door into another world. Portals allow users to step inside whatever environment you would like to create for them, they allow for 360 degree exploration, sounds, music and animation. You could even take them inside a shoppable version of your bricks and mortar store..
With all of the above there is massive potential for social sharing, boosting engagement through shared posts and stories - combine this with a strong influencer marketing campaign and you can achieve explosive reach.
There is so much potential
There is so much potential for Augmented Reality to change retail, e-commerce and brand identity as we know it. It can be overwhelming and hard to know what application best applies to your business objectives, especially in these strange times when marketing budgets may be cut and AR spending doesn’t seem like a priority. A good AR agency can talk you through your options and honestly advise you on what your budget can achieve and how to get the most ROI for your dollar.
VALIS Augmented Reality Agency
We are an augmented reality creative agency, based in Melbourne - Australia. Our mission is to make AR accessible to brands of all shapes and sizes, providing AR as a purpose driven product, not just a gimmick.