The adoption of emerging technologies is transforming the companies across each industry, as the business leaders or decision makers are progressively seeking and pouring huge capital into this. In this context, augmented reality (AR), an interactive experience of a real-world environment and the blend of synergetic digital elements, is gaining gigantic traction by marketers in the retail sector.
The main reason behind the retail brands are investing in AR technology is to assist customers to make better and more informed product decisions and to advance their buying experiences. For marketers, it seems like the rules of SEO (Search Engine Optimization) to gain more customer engagement by showing virtual contents. And doing so, most of the companies are ramping up this technology and enabling customers to navigate unique and exclusive products what they want through immersive digital experience and in a memorable way.
For the past few years and recent investments by big brands in AR technology has created a great marketplace for this embryonic solution. According to the market facts and insights, the global market for AR is predicted to worth $70.01 billion by 2023.
Here’s a list of some of the brands that are leveraging AR technology in recent times to enhance and transform marketing experiences.
Vehicle Demo of Toyota
Technologies have been a vital pillar for the automotive industry for the decades, allowing automakers to offer unique services and engage consumers in a striking way. Using AR technology now, automotive brands can enhance more quality of customer experiences and provide them to gain insight into products in new and immersive ways.
Several models on the road today from BMW, Mercedes-Benz, Jaguar, Chevrolet, Mazda, Lexus, Volvo, MINI, and Toyota, among others, already boast AR features.
Earlier this year, Toyota introduced an AR app that enables customers to gain a better understanding of how its new C-HR vehicle works. Developed with agency Brandwidth, the app works by draping images of the inner workings of the Hybrid drivetrain onto physical vehicles. That 3D experience allows customers to see how distinct parts of the system interact and perform.
Gucci’s ‘try on’ shoes
Gucci, the luxury brand of fashion and leather goods, recently added an AR feature to its app where users can experience ‘try on’ sneakers. By pointing their smartphone camera downwards, users can apt to see a digital overlay of 19 different sneakers on their own feet, with swiping left or right to change to a different pair. Using this Gucci’s app, users can also take photos, which can then be shared on social media or in messaging apps.
L’Oréal’s Modiface is one of the best AR practice in retail. By using this, users will have access to digitally try make-up through Modiface app. Recently, the company rolled out Modiface to Amazon customers on mobile and offering them to also digitally overlay make-up looks onto live photos and videos.
Virtual Sneakers of Adidas
Adidas is another brand that is leveraging AR technology for its ‘try on’ shoe purposes. In 2018, the shoe brand teamed up with Snapchat to create an AR lens for customers that can allow them to virtually preview its new Ultraboost 19 running shoes.
For this, users simply need to tap on the Adidas logo to launch the activation, which comprised a brief unboxing before the option to learn more about the shoes or view them in AR. This is accessed through lenses in the Snapchat app, and at the time, Snapchat allows users to virtually try on a sneaker with an AR lens.
‘AR Beauty Try On’ feature of YouTube
For make-up tutorials, YouTube is a popular form to showcase video contents related to make-up. But now, YouTube is bringing the idea to life, as it introduces its ‘AR Beauty Try On’ feature. Through this new feature, users can virtually experience try-on make-up, watching a tutorial on their screen and try on the look simultaneously.
As per the YouTube, this virtually try on feature have been fairly positive so far, as 30% of viewers activating the AR experience in the YouTube iOS app, with spending over 80 seconds on average trying on lipstick virtually.
VF’s Virtual Mannequins
VF, an American worldwide apparel and footwear company and the owner of brands including Timberland and Vans, has opened a new retail space, Axtell Soho, in London to demonstrate how it is utilizing technology to bring the stories of its brands to life. One of the key features of its new retail space is avatar-based virtual mannequins that flash various seasonal looks in 3D. It also allows visitors to use touchscreen displays to view products in various setups, besides changing features like lighting and context.
Virtual Catwalk of ASOS
Operated as an online fashion and cosmetic retailer brand, Asos is always trying mobile innovation. The company is now trying their effort to onboard AR tech, with introducing an experimental new AR feature, named Virtual Catwalk, which will exclusively test on 100 new Asos Design products. By pointing a smartphone camera at an apt flat surface and click on the AR button in the product page in the app, users can view products virtually.
So, by providing a visual representation of how a product will look in real life, retailers can engage more customers and boost customer satisfaction through AR technology. These brand experiences illustrate the power of technology to the retailers who seek to improve the store experience and want to gain access to the physical and digital worlds.