Implementation of Augmented Reality as an Experiential Marketing Tool

With the rise of entrepreneurship in India and around the world, more and more brands are coming up. Technology has changed the way marketing and advertising is done. Marketing heads necessarily need to stay updated with what new technology they can leverage to reach their target audience. As the smartphone penetration grew, mobile ad network companies emerged and scaled up quickly. Personalised targeting has evolved as an essential concept, especially with on web cookie tracking and AdSense like display ad networks showing users only what they would be interested in.

And now with smartphones getting smarter, Augmented Reality is emerging as an interesting concept transforming the way we perceive things digitally. It refers to the incorporation of a series of technologies which allow real time incorporation of the digitally generated layers of imagery into the real world, enhancing a specific reality.

The main use of AR in marketing is to create an experiential value for the consumer, and that experience is the result of a dynamic interaction that gains in quality, intensity, meaning, and the value integration of both psycho-social conditions.

Here are 5 ways Augmented Reality can be used as a Marketing Tool

1. In-Store AR Screen Implementation

The scope of AR in eCommerce has been discussed time and again, and a few companies like Lenskart are also implementing it in their own ways. However that’s a customer engagement and experience method. In a tangible scenario, beacons and NFC can play a role to enable personalised targeting through AR.  For example, a teenager would be shown images of the latest sportswear as he/she walks through a shopping centre. Or a jewellery brand can have a set up where customers can virtually try on the accessories and then buy them in store. This is a direct way of striking their subconscious.

2. Overlay Images

With AR, the retailers can program “overlays” on images captured or provided to the mobile device of the customer. For example, when shopping for a new dining table, the overlay can change the appearance of older furniture in order to show what the new buy would look like in that space. This would come quite handy for both online and offline sellers of large sized commodities like furniture, electrical and electronics.

3. Augmented Reality in Product Packaging

One of the major benefits of using AR in marketing is that it allows retailer to attract and engage customers by transforming the shopping experience into an intuitive process.

Further, retailers can exploit the potential of this technology to better the presentation of a product. For example, Augmented reality can be applied to enhance the dimensions of a product’s packaging. Brand marketers are bringing a spin to their packaging with a hidden level of graphics that can only be viewed through a phone’s camera.

Following, is a video showcasing how AR can add its bit to a product’s sale by making its packaging more detailed and interesting.

4. Personalization

With AR technology, brands can transform customers’ shopping experience by allowing them to customize and personalize the products they want. Customers can choose from a range of options provided to them by the company, and try them out one by one on a virtual platform, before making the buying decision.

Following is an interesting video by Ikea, depicting how a typical family plans before buying new furniture for the house.

5. Brand Promotion and Customer Engagement

AR can increase ROI through brand awareness and brand promotion. Further, as we are entering into the next generation of AR, we are being introduced to more powerful mobile devices like 3D mobile cameras, which help provide a highly advanced and interactive experience to the consumers, thereby enhancing their engagement with the brand.

Following is an interesting video depicting how Augmented Reality can be employed to attract customer’s attention and keep them occupied with the brand.

 Also read: Taking eCommerce to the Next Level with Augmented Reality

“Augmented reality has a lot of applications, from advertorials, news, real estate, virtual dress rooms, operation theatres, education, tourism etc.

AR is more accessible as its software based. VR needs a specifics head up display for realising the potential of the technology. But in AR, you just need your phone’s camera for scanning”- Ritesh Mallik, Founder, Adstuck which created Alive App.

Following is an interesting infographic by Spiceworks providing an easy understanding of Augmented Reality in Marketing and its scope-

Augmented Reality

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