Web-based AR (WebAR) allows users to view and interact with augmented realityexperiences from within a standard web browser on a smart device or, depending on the use case, even a desktop computer. This meansthat users never have to download an app to use your experience, making WebARperfect for interactions at home or in-person at the shelf. Using WebAR toenhance your retail offerings can take the form of fun experiences that introduceyour product through digital versions of yourproduct or informative overlays on packaging. Linking an e-commerce page to your WebAR experience can also allow customers to purchase yourproducts in the experience. You can even collect email info or provide discounts.WebAR has been shown to increase brand and productrecall, making it a great entry point for consumers. WebAR canalso assist consumers in purchasing decisions by allowing them tocustomize, inspect, or try on products. Notably, 61% of users saythey prefer retailers with AR experiences and 40% say they would pay more foritems they can see and customize in AR.
Notable Examples of WebAR for Retail
The rest of this article will explore nine notable examples of WebAR in retail, including some that were designed or launched in partnership with ROSE Digital. If these use cases Interest you in implementing AR for your product or store, get in touch withthe ROSE team today to learn more.
As the fashion world had to adapt and move to a purely digital landscapedue to COVID-19, brands had to move quickly to break through all of thenoise. ROSE brought Khaite’s latest collections into the homes of itscustomers using augmented reality. Users could tap to place 10 looks,captured using green screen video, in the environment they chose as themodels moved to demonstrate the physical properties of each item. Userscould scale the model to see each garment’s details. On average, usersviewed 16 looks meaning that they viewed looks multiple times, fullyengaging with the experience.
Image via FWAFocusing on product and brand awareness, Volkswagen created an augmented reality experience featuring the all-new VW Taos. Triggeringoff of a custom Amazon Prime box, The Joy is a State of Drivecampaign brings to life a series of musical moods that capture the joyof driving through human moments of connection, emotion and fun.Users can select a vehicle color and drive-style and watch theircustom 3D Taos drive around a 3D world. Launched during the 2021 holiday season, the experience gave users other festive options like different scenery packages and festive soundtracks.
Samsung is utilizing WebAR to allow consumers to compare devices from home. The experience features the ability to see how different Samsung devices fit in your hand, both left and right, directly comparing the size of different Samsung devices in addition to comparing their devices against competitor’s devices. This kind of “virtual try on” for a device is nice, but those statistics above do mention that users like the ability to customize potential purchase items through AR. That’s why Samsung allows users to view the devices in different colors.
Image via DermalogicaPersonal care company Dermalogica uses WebAR to educate consumers on their new product range. The experience is activated via QR code on the packaging and displays the product information when users point at the packaging or product bottle. Users can tap to learn more about product ingredients, product instructions, and product launch dates.Dermalogica doesn’t stop there. After all, as great as that experience is, it requires you to have a product in-hand – not likely when you’re shopping from home. The Dermalogica website also has a page dedicated to “Face Mapping” which uses machine learning to analyze a provided selfie of a potential customer, which it then uses to suggest products and care routines.
Image via 8th WallThe artist-driven online marketplace Society6 partnered with Sherwin Williams, who also use AR for home decor previews, to allow customers to see artwork from Society6 in their own homes before adding items to their carts. Users can even take photos within the experience and share them to social media to get feedback from friends and family before buying. The WebAR experience also gives customers the opportunity to pair complementary wall colors with the piece of art. Alternatively, the experience can also recommend paint colors based off of the artwork.
As part of an Out-of-Home campaign, BON V!V created a WebAR retail experience that presented customers with a 3D vending machine of BON V!V Spiked Seltzer that animated to dispense the customer’s favorite flavor. The QR code that launched the experience needed to be discovered in the physical world but, after the initial activation, could be revisited through a user’s browser history to summon a virtual vending machine anywhere. The experience, in addition to being a fun way to keep the product top-of-mind, provided users with nearby retail locations and the ability to purchase online.
Nike has powered select stores with a multi-part WebAR experience. The experience, which is part of Nike’s PLAY NEW initiative, consists of five mini WebAR games including a flower game, football, putt putt, soccer,and basketball. Store visitors must scan special stickers around the storeto activate the experience. After completing each game, the user receivesa virtual medallion. After collecting all five medallions, players receive a “gift withexperience” which includes a Nike sticker pack.
Image via e.l.f cosmeticse.l.f. Cosmetics has empowered users to be able to try before they buy in their e-commerce store. Visitors to the site can try on over 320 makeup products.This virtual try-on opportunity provides users increased confidence in their purchase and introduces users to products they might not have had the confidence to purchase before. It also solves the cringeworthy hygiene problem of cosmetics samples at physical stores.
Adidas used WebAR to debut sustainable Stan Smith shoes. The experience showcases the sustainable materials that make up the sneakers. The experience was triggered by QR codes on The Athlete’sFoot retail location’s windows at locations across Europe. Users can clickto purchase the product directly in the experience.This experience also scratches the surface of other related topics in AR fashion like virtual clothing which allows fashionable photo shoots without the expense and waste of buying a physical clothing item to be worn on one special occasion. But, that’s a conversation for another day.
Exploring WebAR for Retail
Every WebAR activation above worked because it was tailored to the company that launched it. Think about which of these cases relate to your business model and how you can make it your own.
Fashion is usually thought of as inherently physical. While augmented reality advocates can typically see applications everywhere, it can take some creativity to meld AR and fashion. Fortunately, there’s a lot of creativity to go around and fashion is one of the fastest moving frontiers in extended reality.Here are six trends and use cases for augmented reality in the fashion industry:
1. Virtual Try-On
Image via Warby ParkerNo matter how practical a dresser, we shop with our eyes first. We see something we like and the next question is whether we like the way it looks on us.As shopping moved online, this element of the experience became complicated. It became easier than ever to find interesting clothing items, but this came at the expense of being able to reliably visualize that item as it would appear on us.While AR try-on goes back further than the last two years, interest and implementation skyrocketed during the pandemic when many retailers closed their physical doors. However, AR try-on is anything but a pandemic relic to be discarded as we leave restrictions behind. What was a necessity is now just good business.AR try-on tools allow customers to see how different styles, colors, and items look on their person, leading to higher purchase volumes. For example, retailer Tenth Street Hats increased its conversion rate by 52% and increased its revenue per user by 41.8% for those shoppers who used their try-on app. Virtual try-on also leads to decreased returns, which are often the result of the product not looking like the consumer expected. AR allows consumers to make an educated purchase by providing product details in AR, including fabric type and size. Decreasing returns saves customers time, saves your company money, and ultimately reduces carbon emissions from shipping. For example, Shopify reports a 40 percent decrease in returns from 3D visualization.These tools are already very popular within the accessories industry, as facial recognition is very advanced. Further, most accessories are relatively easy to render compared to fabrics. For example, glasses retailer Warby Parker and footwear retailer Steve Madden both use AR try-on, for items that don’t bend or move much.Necessary technologies like rendering and modeling of fabrics and textures that can be realistically modeled to a human form are still catching up. While the market for “digital-first” clothing is heating up with some fashion retailers only making digital apparel, non-accessory AR try-on accounted for less than 10% of use cases last year.
2. Sizing
Image via MTailorClothing items not fitting right can lead to returns too – 41% of shoppers return items due to the wrong size or fit. Additionally, customers often over-purchase to try to find the right fit and end up returning the majority of their order in this pursuit. One way to help alleviate online ordering fit issues is using augmented reality to measure or approximate body shape and size and match the customer with fitting options. The more confident a customer feels in sizing, the less over-purchasing and returns they are likely to complete. But, how does AR sizing work?We tend to think of AR as simply the display of digital content over our view of our physical surroundings. In order to reliably display that content, AR applications also need to understand the world in which they function. Smart devices build AR experiences using precise measurements of the physical world – including people. For example, MTailor uses a phone camera to generate a point cloud model of a user’s body for accurate measurements. There are two ways to capture body measurements using your smart device: LiDAR and using phone sensor measurements. LiDAR uses a pulsed laser to create a “depth map.” LiDAR is the faster, easier, more accurate way to create depth maps and measurements. The downside is that it’s only available on high-end products from select manufacturers.Alternatively, using phone sensors like the gyroscope, accelerometer, and proximity sensors allows us to measure body parts. The downside to this method is that it is less convenient and less accurate than LiDAR. However, it is on more widely available devices, so more customers can use it.The main caveat in using augmented reality for sizing is that brands hoping to use this technology need to have accurate size charts. While the technology can get smarter overtime with user input, the initial results will rely on information from the brand.
3. Product Visualization
Khaite SP/SU ’21 augmented reality experience by ROSEAR allows consumers to bring products into their living rooms. With life-like 3D renderings and textures, customers can examine products in detail before purchasing. Using AR in this way helps close the gap between seeing an item online and in-person. After adopting “try before you buy” product visualization, Macy’s noted that their products return rates had decreased to <2 percent for VR-assisted furniture purchases – stunning, since the average furniture industry return rate is 5% – 7 %. Further, Shopify has seen stores where 3D models viewed in augmented reality haveincreased conversion rates by up to250%.
4. Augmented Reality Fashion Shows
AR fashion shows provide the opportunity for designers to showcase designs with a twist on their traditional medium. Augmented reality can bring the fashion show directly into the customer’s environment, enabling collections to be shared with a wider audience than just those that can make it to an in-person fashion show.Additionally, these shows can be streamed live and augmented in real time. Augmented reality shows also allow designers to add creative elements that might not be able to exist in a physical environment, like gravity defying accents. Real time tap-to-purchase capability is another added benefit of utilizing augmented reality.It’s exciting that AR fashion shows can be elevated creatively, but there’s power in doing the opposite. ROSE has worked twice with luxury fashion brand Khaite bringing AR models not on a runway but in the viewer’s own home, workplace, neighborhood – places where the customer might actually wear their purchases.
5. Virtual Stores + Branded Portals
Image Via brandknewmagIn our first use case, we talked about the shopping experience. While buyers may want or need something different sometimes, there’s also something familiar, practical, and enjoyable about the traditional shopping experience. AR can help with that too by bringing the store environment into a customer’s home to provide a fully branded retail experience that represents the purest expression of the brand. These experiences can be full stores or limited collections. Customers can explore the digital version of physical stores by tapping to walk through the space, or learn more about each product and purchase directly with the application. Each product in the AR store can be linked to a product page on the brand’s website, allowing a direct path to purchase. Just one example is the virtual store American Eagle opened in Snapchat, leading to over 41M impressions, 26,000 purchases, and over $1M in revenue. While there are a growing number of platforms getting into the immersive retail space, Snapchat is already a widely used tool with parent company Snap continually increasing its retail integrations.With mobile mapping technology improving quickly, there will be new opportunities to transform a customer’s home into an AR store or showroom. This technology will be able to understand the layout of the room it’s scanning and place objects accordingly, creating an accurate and unique experience for each customer.
6. Product Drops
Treat your brand’s fans to a unique experience by releasing your new products via an AR experience. This gives fans a chance to see the product first in AR, paired with an experience that compliments the product. Using unique codes, you can limit the number of users and which users are able to get into the first experience, making your product drop exclusive until it goes live to the masses. Allowing customers to take photos of your product in AR before it hits shelves allows the demand to increase, increasing sales. Additionally, you can gather pre-orders this way, with fans getting to experience the product they will be getting in AR and then being allowed to place an advance order. This allows brands to better plan for their purchase order sizes, decreasing fashion waste. In 2018, Adidas wanted to make sure they took their latest apparel launch into their own hands. ROSE helped create a social media driven unboxing experience using AR that allowed everyone to “unbox” Adidas’ latest silhouette virtually and interact with it on social media.
Fashion Is Not Just Physical Anymore
We closed on an example that’s arguably a little dated. That’s not just because of how good an example it is, it’s also proof that XR fashion retail is not just a pandemic fad. It was here before, it’s only gotten more popular, and it’s only getting better.While this article mostly talked about AR enabled retail in the physical fashion industry, it only scratched the surface of other industries like digital-first fashion – in AR and for VR avatars. This is definitely an iceberg industry that only gets bigger the deeper down you look.
This article is Part 9 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.
Most people have heard of AR whether it’s through filters or WebAR activations that are increasingly in the public eye. What most people don’t know is how to effectively leverage AR for marketing in ways that actually drive increases to revenue and significant improvements in core marketing KPIs. In this comprehensive blog post, we delve into 5 key ways to prepare your firm to boost cross-channel ROI with AR Marketing. As a digital marketer seeking to stay ahead of the curve, you’ll discover practical, innovative, and compelling methods to harness the power of AR to elevate your brand. Each section is meticulously crafted to guide you through the essential steps to successfully integrate AR into your marketing campaigns. Let’s embark on this immersive journey to unlock the full potential of AR marketing and witness firsthand how it can transform your business outcomes.
Understanding AR Marketing
The Power and Potential of Augmented Reality
Augmented Reality (AR) is reshaping how consumers interact with brands. AR allows for a blend of digital and physical worlds, creating immersive experiences that can captivate users and leave a lasting impression. For marketing, the implications are vast. With AR, product demonstrations become more interactive, allowing potential customers to visualize products in their own space before making a purchase. This level of engagement can lead to increased customer satisfaction and higher conversion rates.
Moreover, AR for marketing offers personalized experiences. Users can try on clothes virtually or see how furniture looks in their home with just a smartphone. This not only enhances the user experience but also encourages sharing on social media, multiplying the reach of campaigns. By leveraging AR, firms can create unique value propositions and stand out in a crowded market, driving both brand loyalty and ROI.
Laying the Groundwork for AR in Your Firm
Training Your Team on what AR Marketing Can Do
Before integrating AR into your marketing efforts, it’s crucial to ensure your team understands its capabilities and potential impact. Start by providing examples of successful AR campaigns, showcasing how they have enhanced user engagement and driven sales. Training should also cover the assets you’ll need, key stakeholders, partners (influencers, API integrations) and technical aspects, helping team members comprehend how AR works and what their role will be in helping to bring the experience to life.
While in many cases, the agency you partner with will come up with concepts that mesh your business goals with a creative immersive approach, you should also encourage your team to think creatively about how AR can be applied to your specific products or services. Guided workshops or brainstorming sessions can be valuable for generating ideas. It’s also important to train your team on how to measure the effectiveness of AR campaigns, as this will be key in demonstrating ROI. Typical KPIs include engagement, conversion to CRM, conversion to purchase and social sharing. An informed and enthusiastic team is your best asset when it comes to implementing innovative marketing strategies like AR.
Finding the Right Agency Partners
Selecting an agency that aligns with your AR marketing vision is a pivotal step. Look for partners with a track record of innovative AR solutions in your industry and a deep understanding of how AR can enhance customer experiences. Make sure that they’ve both deployed and managed AR activations that have delivered tangible results. It’s essential they grasp your brand’s voice and can translate it into AR experiences that resonate with your target audience.
Evaluate potential partners based on their previous work, client testimonials, and their ability to keep up with AR’s rapid technological advances. The right agency should not only be a service provider but a collaborator that is invested in your success. In your search, prioritize agencies that are eager to understand your specific challenges and objectives. They should be able to provide insights into how AR for marketing can address these areas and help differentiate your brand in the marketplace.
Incorporating AR into Your Marketing Strategy
AR as an Engagement Tool
Using AR as a tool for engagement is about creating an interactive, memorable and shareable experience for your audience. When customers can visualize products in their environment or interact with a brand in a novel way, it fosters a deeper connection. AR experiences can be as simple as an animated product overlay in a real-world setting or as complex as a world-spanning game where users travel to physical locations (think retail locations, sports stadiums, landmarks, etc.) to collect tokens in exchange for rewards.
The key to using AR effectively is to ensure that these experiences add value for the user where they are. Understanding the user’s context is key. A user who is sitting at home is different than a user at a Point of Sale and both of those are different than a user walking past a storefront or billboard/OOH placement. The activation should be easy to access and shareable, encouraging users to spread the word about their interaction with your brand. For example, a furniture store might offer an AR app that lets customers see how a new sofa would look in their living room, which can significantly reduce the hesitation in the purchasing process. By integrating AR into your marketing strategy, you’re not just selling a product or service; you’re offering a unique experience that can lead to increased customer loyalty and higher conversion rates.
Rethinking Marketing KPIs in an AR Context
When integrating AR into your marketing campaigns, it’s necessary to reconsider the key performance indicators (KPIs) you track. Traditional metrics like click-through rates and conversion rates remain important, but AR brings new dimensions to consider, such as engagement duration and interaction depth. For instance, measuring how long users interact with AR content can provide insights into its effectiveness in capturing their attention.
Additionally, track the frequency of AR content shares to gauge its viral potential. High share rates can indicate that your AR content is striking the right chord with your audience. Also, consider customer feedback and sentiment analysis as part of your KPIs. Positive reactions could signal that the AR experience is enhancing the customer journey and contributing to a stronger brand perception. Setting AR-specific KPIs helps in understanding the direct impact of AR on your marketing goals and ROI.
Exploring Successful AR Marketing Campaigns
Case Study: AR Success in Retail
AR has revolutionized retail by bridging the gap between online and in-store experiences. A prominent example is a furniture retailer that launched an AR app enabling customers to visualize how different furniture items would fit and look in their own homes. The app allowed users to place life-sized 3D models of furniture in their space through their smartphone cameras.
This practical application of AR for marketing led to a significant increase in customer engagement and a measurable uptick in online sales. It reduced the uncertainty that often accompanies online purchases of big-ticket items by giving customers a clear preview of their potential investments. Moreover, the retailer noted a decrease in return rates, as customers were more confident in their choices, demonstrating how AR can effectively address common retail challenges and drive ROI.
Beyond product visualization, companies with a retail presence can leverage AR to drive foot traffic into stores. By creating avatar-driven or game based in store AR activations, you can incent customers to become loyalty program members or simplify their in-store experience with immersive guidance in addition to informational AR overlays anchored to products. The key with any immersive activation is leveraging data to drive personalization. In AR experiences that include quizzes or chat interfaces, users are more likely to provide information about their preferences which can then be used to create dynamically personalized experiences tailored to their interests.
Case Study: AR Transforming Consumer Packaged Goods
In the competitive market of consumer packaged goods (CPG), AR is being used to create interactive packaging that stands out on the shelf. A well-known soft drink brand implemented AR by designing their cans with scannable codes that, when viewed through a smartphone, launched an animated story related to the brand’s history and values.
This campaign not only increased customer engagement at the point of sale but also drove social media buzz as consumers shared their experiences online. The AR feature provided an added layer of brand storytelling that resonated with users, leading to increased brand loyalty and repeat purchases. By using AR for marketing, the brand was able to connect with customers in a more meaningful way, resulting in a boost in sales and an enhanced perception of the brand as innovative and customer-centric.
Patrón Augmented Reality Gift Wrapper featuring designs by JonBoy.
AR can also be used to create personalized, shareable experiences leveraging your product’s packaging or the product itself. We worked with Patrón to create a custom AR bottle builder enabling customers to gift customized digital bottles to their friends along with real physical bottles. When the gift arrived, recipients could scan the box to see the custom bottle made just for them. When using this experience, 53% of users converted to purchase, driving ROI for this campaign. On top of the revenue impact, the experience also created opportunities for customers to share content and align themselves with the brand publicly.
Case Study: AR Marketing in Fashion
The fashion industry has embraced AR to create immersive shopping experiences. A notable success story comes from a luxury fashion brand that integrated AR into their e-commerce platform. They launched a virtual try-on feature that allowed customers to see how accessories like sunglasses and watches would look on them through their phone’s camera.
This innovative approach to AR for marketing generated a surge in customer engagement and significantly increased online sales. It provided a fun and interactive way for customers to shop from the comfort of their homes, effectively reducing the hesitation associated with not being able to physically try on products. The brand effectively used AR technology to blend the convenience of online shopping with the personalization of in-store experiences, which not only attracted new customers but also strengthened the loyalty of existing ones.
Khaite pre-fall ’22 augmented reality experience.
In addition to AR try on, fashion brands can also leverage AR to allow their customers to view a line release on models in their own home. We worked with KHAITE to release their new line in AR, enabling users to view the looks life size at their leisure. We found that people not only went through all 10 looks, they went back around again and engaged further by zooming in or engaging with 6 of their favorites on average. These experiences drove a 400% increase in sales on the line.
Case Study: AR Marketing in Entertainment
The entertainment industry has found a powerful ally in AR to enhance storytelling and fan engagement. A blockbuster movie franchise used AR to bring characters to life in viewers’ living rooms. Through a mobile app, fans could interact with virtual characters, take photos with them, and even participate in storylines, all overlayed onto their immediate surroundings.
This use of AR for marketing created a dynamic promotional tool that increased anticipation and excitement around the movie’s release. The campaign drove ticket sales as fans were eager to experience the full story after engaging with the characters in AR. Additionally, the app collected valuable data on user interactions, which informed future marketing strategies. By leveraging AR, the movie franchise not only captivated their audience but also set a new standard for interactive marketing in the entertainment industry.
Case Study: AR Marketing in Hospitality
In the hospitality sector, AR has been a game-changer for enhancing guest experiences and marketing efforts. A resort chain introduced an AR feature that allowed guests to scan various parts of the hotel to uncover hidden experiences, such as virtual wildlife tours and historical facts about the location.
This innovative marketing strategy not only enriched the guest experience but also served as a unique selling point for the resort. Guests shared their AR experiences on social media, effectively providing free word-of-mouth advertising for the hotel. As a result, the resort saw increased bookings and heightened interest in the unique experiences they offered. The AR campaign demonstrated how immersive technology could add value beyond traditional hospitality services, creating memorable interactions that encourage repeat visits and drive long-term customer loyalty.
Case Study: AR Marketing in Financial Services
The financial services industry has also begun to harness the power of AR to engage customers in new and innovative ways. A leading bank developed an AR experience that allowed users to interact with their financial products through a mobile app. By pointing their device at a brochure or statement, customers could access a 3D visualization of their financial health and explore different savings scenarios.
This novel use of AR for marketing helped demystify complex financial concepts and made personal finance management more engaging. The campaign led to an increased use of the bank’s mobile services and a higher rate of engagement from younger demographics, who appreciated the interactive and tech-savvy approach. By adopting AR, the financial institution not only differentiated itself from competitors but also strengthened its brand image as a forward-thinking and customer-oriented bank.
Case Study: AR Marketing for Food and Beverage Brands
Food and beverage brands are turning to AR to create engaging campaigns that delight customers and drive sales. A cereal company, for instance, launched an AR game that was accessible via their product packaging. By scanning the box with a smartphone, children and parents could unlock an interactive experience where they collected virtual rewards and learned about nutrition.
This approach to AR for marketing effectively turned breakfast time into a fun and educational activity, increasing the brand’s appeal to both kids and health-conscious parents. The game incentivized repeat purchases, as customers looked forward to collecting new rewards with each box. Social media buzz generated by this campaign resulted in increased brand visibility and an uplift in market share. The cereal company’s investment in AR provided a fresh way to engage with their audience, demonstrating the powerful role of immersive technology in marketing strategies for food and beverage brands.
Measuring Your AR Marketing ROI
Setting Appropriate AR Marketing Goals
To effectively measure the return on investment (ROI) of your AR marketing campaigns, it’s essential to set clear and achievable goals. These objectives should be tightly aligned with your overall marketing strategy and business goals. Begin by identifying what you want your AR campaign to achieve—whether it’s increasing brand awareness, driving sales, or enhancing customer engagement.
For instance, if brand awareness is the goal, focus on metrics like reach, impressions, and user engagement time with the AR content. If the aim is to drive sales, track conversion rates, average order value, and repeat purchase behavior. It’s also critical to set benchmarks based on past marketing efforts or industry standards to measure the success of your AR campaigns. For a good AR experience, you should be able to reduce your cost of customer acquisition significantly. By identifying what success looks like for your AR initiatives, you can tailor your campaigns for maximum impact and ensure that they contribute positively to your firm’s bottom line.
Key Metrics to Track for AR Campaigns
For a comprehensive understanding of your AR marketing campaigns’ performance, certain key metrics should be monitored. User engagement metrics such as session length and frequency of interaction can indicate how captivating your AR content is. The number of AR activations—how many times users initiate the AR experience—is also crucial, as it reflects the level of interest in the content.
Conversion rates are vital when AR is used to drive sales, showing the percentage of users who take a desired action after engaging with AR. Additionally, measure the social sharing rate of your AR content to assess its virality and ability to generate organic reach. Customer satisfaction scores and feedback can provide qualitative data about the user experience. By tracking these metrics, you can gain valuable insights into user behavior, adjust your strategies accordingly, and demonstrate the tangible impact of AR on your marketing ROI.
Final Thoughts: The Future of AR in Marketing
Staying Ahead with AR
As AR technology continues to evolve, staying ahead means being proactive in its application for marketing. To maintain a competitive edge, it’s important to keep abreast of the latest AR trends and technological advancements. Embrace a culture of innovation within your firm, encouraging team members to think creatively about how AR can be used in future campaigns.
Investing in ongoing education and training around AR will ensure your team has the skills necessary to leverage this technology effectively. Additionally, pay attention to customer feedback and data analytics to understand how AR experiences are resonating with your audience. By fostering an environment that prizes agility and forward-thinking, your firm can continue to deliver cutting-edge AR marketing campaigns that captivate customers and drive business growth.
Embracing Constant Innovation in AR Technology
Adapting to the rapid pace of change in AR technology is key for future-proofing your marketing strategies. Embrace constant innovation by actively seeking new AR features and capabilities that can enhance your campaigns. This might involve experimenting with personalized avatars, novel gameplay mechanics, incorporating sound for a multi-sensory experience, or utilizing AR for personalized storytelling.
Keep an eye on emerging AR devices and platforms, as these can open up new avenues for reaching your audience. Collaborating with tech startups or joining industry consortiums can provide insights into cutting-edge developments in AR. By being a first-mover in adopting new technologies, your firm can demonstrate leadership and expertise and get out ahead of competitors. Embracing innovation in AR can not only captivate your audience but also set a precedent for tangible ROI increases your leadership will be looking for.
Read the rest of the Immersive 101: AR for Marketing series:
This article is Part 8 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.
“Augmented reality” (AR) can already seem pretty niche. However, it encompasses different approaches and capabilities. Here, we’ll look at nine different classes of AR and real-world use cases of businesses using these technologies to grow.
1. Product Visualization
AR brings products into shoppers’ living rooms. With life-like 3D renderings and textures, customers can examine products in detail before purchasing. Product visualization closes the gap between seeing an item online and in-person by getting as close to the product as you want with real-world scale.
Fashion
Product visualization is particularly successful with fashion accessories like purses, shoes, hats, and glasses. Experiencing these products in AR provides a sense of size and material before purchasing, increasing conversion and reducing returns. In 2020, ROSE designed an AR experience for fashion brand Khaite that allowed users to explore their latest shoe line, resulting in a 400% increase in sales.
Furniture And Decor
Visualizing furniture using AR allows shoppers to understand the size of the furniture in their available space. Shoppers can be sure of their color and material choices by seeing furniture in the space it will occupy and directly compare furniture options. AR also helps consumers pick out other decor like paint, art, or decals. Deloitte reported that AR helpshome-goods companies lower returns. Companies like Ikea, Wayfair, and Sherwin Williams already incorporate AR into their apps. Pinterest has also recently incorporated augmented reality into some home decor pins.
Automotive
Showcasing cars in AR allows shoppers to save time atthe dealership and compare car models from home. AR allows users to experience interior and exteriorfeatures of the vehicle, even what the enginesounds like – all from home. According to WardsAuto, the time spent car shopping has gone down as car shopping has gone online.Using AR also allows dealerships to have fewer cars in inventory byallowing multiple customers to explore the same vehicle at thesame time, in AR.Beginning in 2017, Jeep utilized such an AR initiative, which they have since used to put virtual cars in driveways as well as demo new vehicles at trade shows.
Large Scale Appliances
Visualizing large appliances like ovens,refrigerators, and washer/dryers in AR provides opportunities to compare sizes, finishes, andfeatures in shoppers’ homes. This increases confidence intheir purchasing decision. The Best Buy app has an AR viewer for this reason.ARtours and support empower consumers to getthe most out of your product, increasing loyalty to your brand and satisfaction with your product.Vodafone’s real-time assistance program decreased technician dispatch rates and increased customer satisfaction scores.
Consumer Packaged Goods (CPG)
Product visualization for CPG saves time and money in design and manufacturing. Using AR allows you to test different packaging designs before manufacturing. Using AR streamlines the design approval process and provides confidence in the end product because AR shows you what the final product will look like in 3D. It also allows you to preview designs next to the competition without manufacturing a prototype.
2. Product Customization
What do customers like more than finding a product they love? Designing a product they love. If shoppers can’t see the product they’re customizing, this joy becomes a nightmare. AR can help.
Automotive
AR enables consumers to customize vehicles in real time. This allows showrooms and dealerships to save on floor space, and purchase less inventory. The Jeep experience discussed above doesn’t just drop an AR vehicle in the world. It provides a dynamic experience so shoppers can see their future vehicle as they personalize it in real time.
Furniture
Customers can customize their furniture in AR, changing things like material, color, size, and finishes, seeing changes in real time. This provides the ability to confidently purchase from the comfort of shoppers’ homes while allowing showrooms to keep less inventory.When shoppers use AR and order directly from a manufacturer or retailer, it increases buying options. It also decreases shipping, showing, and storing on the part of the retailer.
Wine And Spirits
Users can make one-of-a-kind AR packages for custom gifts. ROSE worked with Patron Tequila to create the Virtual Bottle Wrapper, allowing users to customize gifts and send them to loved ones to view in AR. 57% of users who customized an AR bottle then purchased Patron themselves.
Fashion
Customers can apply materials, decals, and finishes to accessories and garments, view in AR, and directly purchase. This pairs with the next kind of AR that we’ll look at, virtual try-on.AR items can exist solely as a virtual object, increasing brand connection and awareness without physical production costs. Digital-only fashion house The Fabricant has even partnered with well-known brands like Adidas, Puma, and Under Armor.
3. Product Try-On
Virtual try-ons allow shoppers to view cosmetics, clothing, and accessories, as the physical product would appear. This can drive sales of a product, or provide a fun branded experience.
Make-up + Hair
Buying makeup and hair products online is usually a game of chance. (And don’t get us started on sample cosmetics at brick-and-mortar locations!)The typical process consists of customers guessing their skin tone against a provided photo and buying the product, only to have it come and realize that it looks wrong with their complexion. AR takes the guesswork out of the process, increasing satisfaction, sales, and brand loyalty.
Clothing + Accessories
AR try-on allows customers to see how different styles, colors, and items look on them. These tools are already popular within the accessories industry and are increasingly popular for clothing.Tenth Street Hats increased its conversion rate by 52% and increased its revenue per user by 41.8% for shoppers using their try-on app. Helping consumers make educated purchases by viewing the product on themselves decreases returns.
4. Brand Mascot Visualization
You can create animated 3D brand mascots and have them come to life and interact with yourcustomers. Whether it’s teaching about yourproduct or underscoring brand messaging, this is a great way toimmerse customers in your brand.
5. Face Filters
The world of face filters is incredibly broad and provide great ways to connect with consumers. Face filters can alter the user’s appearance and/or their background. Increasingly, we are seeing trends with gamified face filters becoming popular.Instagram and Snapchat already have built-in audiences – Snapchat alone has 200 million daily AR users. Cosmetics retailer Kiehls is active on Snapchat, advertising products and promoting lifestyle causes close to the brand while inviting users to do the same.
6. AR Games
AR games keep users engaged for longer periods of time than traditional media. Since games also engage a user’s emotions, they build stronger connections. AR games can feature your product, underscore a company story, or promote values. Use the game to encourage shoppers to do things like visit store locations or hunt digital collectibles from enhanced packaging.
7. Portals
Portals are the perfect way to fully immerse your customers in a pure expression of your brand or a specific campaign from anywhere in the world. No longer do customers need to be in specific locations to attend launch events – they can visit a virtual event using an AR portal.There are no limitations around physical locations, physics, or elements that can be present in the space. Create something otherworldly, or recreate something as iconic as your brand flagship. Users explore the space by walking and interacting with objects. You can even allow users to purchase the items they see represented in the space.
8. Enhanced Packaging
Physical packaging is the first thing consumers notice when looking at products. Combining AR with physical packaging allows deeper communication with your customer.Use AR Enhanced Packaging To:
Reveal nutritional/sourcing information
Give the customer inspiration for recipes, or product uses
Explain product benefits
Show how the product is made
Bring your brand mascot to life
Brand/product trivia and games
Provide instructions
A great example of enhanced packaging is the 19 Crimes “Living Wine Labels.” With a mobile app, users see the real-life character on each bottle come to life and tell their story.
9. Alpha Video
Using alpha video (green screen video) for AR experiences brings people into a user’s environment without using volumetric capture, which is costly and heavy in file size. By making sure the alpha video always faces the user, the user isn’t aware that the person isn’t 3D.
Fashion
Use alpha video to bring your runway to life inside shoppers’ homes. Shoppers can see how the clothing items and accessories fit into their lives and how they move. This is how Rose made the Khaite runway experience linked above.
Utilizing Brand Ambassadors
Bring celebrity brand ambassadors into your customer’s living room. Think Kaley Cuoco telling you about Priceline or Isaiah Amir Mustafa talking to you about Old Spice–on a horse of course.
AR Is Not One-Size-Fits-All
AR can do a lot of things. The question isn’t “can your brand use AR?” The question is “How can your brand use AR – and which flavor of AR is right for you?”
Read the rest of the Immersive 101: AR for Marketing series:
