As the use of AR becomes more widespread, agencies, tech and marketing partners are starting to include it in their strategies. Bucksense is no exception. In recent years, we’ve worked on many projects involving the use of AR and we are in a good position to share some insights. Here’s how to leverage AR for e-commerce.
Augmented reality is a technology that superimposes a computer-generated image onto a user’s view of the real world, thus providing a composite view. In other words, it is technology that digitally expands our physical world.
Although it is often confused with another immersive technology – virtual reality (VR) – AR does not require a headset . Such headsets have sensors that transmit signals to our brain to change our perception of reality. AR instead layers digital items onto elements from the real world.
e-Commerce benefits
AR is not new. It’s been around for quite some time, but was not ready for the consumer market until a few years ago (e.g. games such as Pokemon Go). It continues to grow and according to Statista, the AR industry will be valued at $18 billion in 2023.
So how is AR becoming a very important asset in almost every single product-driven industry?
AR can do three things for your business:
- Increase engagement
Apart from the Wow! factor, there’s something else that AR can deliver like no other technology or strategy: a great customer experience. AR makes it possible for users to see products in detail, to try on clothes, glasses and accessories and, in general, to have an awesome in-shop experience.
AR is a cool trick to keep users engaged. Whether they buy something or not, they will spend more time on your website, increasing the chances of completing a purchase on that visit or even a few days later.
- Attract new customers
Because AR is so impressive, AR-based campaigns are an attractive marketing asset you should definitely keep in mind. Surprising, memorable and innovative campaigns will help you attract more customers to your website.
- Improve your conversion rate
Because users can get a better idea of the product, its details and how it suits them, they are more inclined to buy from shops that use AR. Users have more information and therefore they feel more secure.
All in all, more users, higher engagement and a much easier decision-making process are a powerful combination to boost your sales.
How does the magic happen?
Here are our favorite ways to use AR and the ones that have proven to be most successful so far.
Virtual mirrors and try-on solutions
Virtual try-on solves one of the most common issues that users experience when they buy products online. It helps customers make sure to buy exactly what they want. Who has never bought the wrong size or color? Well, try-on solutions are designed to solve this. If you really want to know how products look on you, why not use a virtual mirror?
Social media filters in e-commerce
Very similar to a virtual mirror, only in a much more engaging environment: social networks. If you really want to capture everyone’s attention, why not leverage social filters? It takes the try-on experience to another level, allowing users to tag other people on their posts, therefore increasing reach, awareness and engagement.
Preview placements
Have you ever bought furniture online? That’s a whole other level of imagination that requires a different set of abstract spatial skills. At least, it used to be like that before virtual preview placements became a reality. This feature allows users to preview the product they wish to buy in the environment where they would like to place it. No need to use your imagination!
There are many other things that one can do with AR. Interactive user manuals, for instance, are becoming more and more common every day for online stores to provide on-page contextual support in the form of interactive user manuals that respond to website-user actions. These manuals usually allow users to explore the elements of the product and to ask questions in order to receive replies in real time.
All in all, AR is not simply a great resource to increase engagement, awareness, conversions and improve UX. It is also the best way to market and showcase your products, bringing them closer to users by integrating them in familiar or aspirational virtual environments.
How can I use AR in e-commerce?
AR can be extremely useful to your e-commerce strategy. You can attract new clients, drive higher engagement and improve your conversion rate.
What are some AR tactics for e-commerce?
It seems like a thing of the future but AR is already part of our lives. Some marketing tactics include social media filters, virtual mirrors or preview placements.
