The introduction of any new technology is futile without a profitable purpose. With existing peers like Virtual Reality (VR), what unique opportunities does augmented reality (AR) provide the global retail industry with?
While the former allows the user to enter the world of computer-generated graphics using wearables, AR supplements the user’s reality with virtual objects and effects.
It should be logical to think if a customer would want to invest to enter a new world altogether or to see a better version of the reality.
While both technologies are employed globally, AR provides a completely distinct user experience.
Advertising with AR
Advertising and gaining loyal consumers is crucial irrespective of the size or turf of your business. Effective marketing lures customers towards your products.
Integration of AR like technologies in this segment can thus be very fruitful. But one must know the apt way to push forth their strategies.
No individual professes abiding love in pop-up ads, but a good video placed rightly gets all the required attention. E-Commerce marketing has particularly benefited from the advent of AR.
The contemporary marketing segment of the globe is faced with many bottlenecks.
To attain unanimity for newer strategies has become increasingly difficult. Some come with a high cost while others may simply be disregarded as misleading.
Online and billboard advertising are thus seeing a downward spiral. Advertising and marketing strategies that include the consumers as active participants are on the rise. This is also partly due to the shift in consumer psychology.
AR has the capability to digitally revolutionize the field of advertising. It is participatory and creative.
The initial steps of bringing in AR to customers was by a European utility store that allowed the users of its app to virtually try furniture at their place.
This allows a completely different interaction between the brand and consumers who buy utilities for their homes.
AR thus aids retail companies greatly by allowing them to pitch their product better. But does it serve the consumer equally?
Improving consumer experience
Happy customers are what make a profitable business. AR comes with minimal intrusion and allows extensive participation for its users. It assists them in the following ways to give them increasingly positive experiences
Provides them a sense of ownership
Who doesn’t like trying a product before buying it? Like in the aforementioned example of furniture, the user can place the chosen product in its setting virtually and know for sure if it is worth paying for.
This gives them an ownership experience before they actually own a product. AR has more tactile properties and is better than viewing a product in artificial setting on the laptop or mobile phone.
Providing them task support
While VR allows its users to immerse in an environment where they can practice their skills, AR users can access performance support in the exact location.
An industry analysis shows that different retail sectors like healthcare, manufacturing, etc. will roll out AR services in the coming years to exploit its ability to overlay information on a live feed.
The fundamental limitations
· Customers might prefer larger screens, like the ones available in wearables, over their mobile phones to superimpose information; An expectation that is currently not met by the AR technology.
· Augmented reality generates over-reliance and people miss out on what’s in front of them Image recognition software linked with AR poses security threats.
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