”Technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.”
Augmented Reality (AR) has emerged as an innovative tool that allows brands to interact with consumers in ways that they never could achieve before through mediums such as print advertising. Using PC’s, mobile devices, tablets and many more AR can create new digital experiences that enrich the relationship between a consumer and a brand - at any location.
Common uses of AR:
1. Virtual Store: e.g. The creation of virtual supermarkets of any size makes it possible to stay closer to the customers with no inventory costs and long lines. The product demonstration may not be as high pressure as a pitch situation but it is still a selling opportunity. AR experience can make an engaging alternative in situations when it is impossible to demonstrate a real product e.g. 3D product preview (Lego).
2. Helps to improve conversion rates and reduces returns for clothing stores e.g. virtual fitting room (J.C.Penney).
3. Enhances brand recognition: (Augmented Pixels & Tavria-V) Gamification added to the physical products helps to engage customers with a product and works as an incentive to a quicker purchase.Empowers advertising campaigns: Brands can incorporate AR experience into an advert which directs the user to the additional web content, product video, coupons etc.Additional insight: Displays additional information about products/ message shown therefore this enriches the experience (IBM Research).
4. Anything from nutritional information to a virtual coupon that customers can redeem at check out can be incorporated with augmented reality.
5. Visualises product catalogs: e.g. IKEA. The “projected” catalog items give a customer a real-time, scale view of what the product would look like in their space.Brings customers inside a store or inside the experience: e.g. Hugo Boss. AR-enabled store windows or screens entertain potential customers and make them wonder what’s inside.
Picture: (Kommando use Augmented Reality for the Government's Second-Hand Smoke Campaign)