Exploiting the enormous potential of Augmented Reality in marketing helps companies to stand out and be competitive on the market. Over the last years, an enormous change in consumer habits and in the purchasing process has occurred, accelerated by the pandemic.
How can companies be competitive, engage more customers and retain existing ones? By choosing Augmented Reality.
Brands are aware that with immersive technologies and wearable devices customers buy more of a product or service. Studies and surveys show that an interactive experience with items drives customers to purchasing more.
There are several competitive advantages of AR in marketing, such as customer engagement and loyalty, brand awareness, and increased turnover.
Augmented Reality and Marketing: Increasing the Engagement
The key to success when it comes to using Augmented Reality in marketing is the experience brands create for customers. A big step forward compared to traditional advertising methods that marketers have been abandoning to favor immersive experiences, now made possible by technology.
In effect, driven by data from studies and experience in the field, companies’ focus has shifted from the product to the direct and interactive experience that consumers have of the product itself.
Exploiting the potential of Augmented Reality and wearable devices for innovative brands translates into greater customer engagement and loyalty. Augmented Reality, already used in many sectors such as energy and environment, retail trade, insurance video appraisals, finds in marketing another field of application.
Indeed, AR makes it possible to create customized and engaging content and advertising : users “live” a direct, more encompassing experience with the product also thanks to wearable devices and other hi-tech solutions.
AR Devices in Marketing: More Sales Conversions
With Augmented Reality applied to marketing, prospective clients remember the entire experience they had while engaging with the product. The benefits? Customers get to know the brand better and the latter stands out from competitors. Therefore, “customer loyalty” increases.
Smart glasses connected to AR, screens with three-dimensional effects, hi-tech mobile devices create a hyperactive immersive experience for customers. This offers users new opportunities such as “unlock the brand” and “try before buy”. These experiences eventually generate more sales conversions.
In this regard, the “Interactions Consumer Experience Marketing” survey revealed surprising data on the potential of Augmented Reality in the purchasing process of customers.
– According to 61% of respondents, the use of Augmented Reality had a strong impact on their purchase decision: the experience they had with the digital version of the product brought added value to their buying process;
– 40% of consumers stated that they were willing to pay more for the product in order to use AR for their purchases.
Benefits for Businesses Augmented Reality Use in Marketing
These data demonstrate that Augmented Reality has been revolutionizing marketing as well. By experiencing the product, customers begin to develop a sense of belonging to the brand among other things.
They see how the product is made in detail; they acquire all the available information via custom-tailored communication: it is as if they tried it out before buying it.
These interactive experiences through wearable devices in AR make even most demanding customers satisfied, as they allow them to clear all their doubts on the product itself, speeding up the purchasing process.
AR increases engagement and the customer base, at the same time allowing brands to retain existing customers. This positively impacts on brand awareness and companies can improve their competitiveness in a market that witnesses continuous changes in habits and purchasing patterns of hyper-connected consumers.
For marketers intercepting the “Generation Z” is crucial. According to the latest research and short-term forecasts, the most significant market segment will be that of the Millennials.
“Customer experience” with AR also brings advantages as it reduces the number of returns and second thoughts about purchases.
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