Today’s online shopping has been revolutionized, unlike in the earlier days. The integrated advanced technology, such as augmented reality has changed the pattern of online shopping delivering a full sensory product experience.
Augmented reality is promising to deliver deeper and more complete information about the products without the need to visit the store.
Let’s share some stats regarding the rise of adoption of augmented reality.
- When surveyed, 61% of the online shoppers prefer those eCommerce sites that offer augmented reality.
- Store owners expect around 70% of customers to become loyal to their brand when incorporating AR in their eCommerce software solution.
- 63% of customers say that AR has improved their shopping experience.
- When asked by the users, 45% of them reported that augmented reality saves a lot of time in making decisions.
- 35% of the consumers will shop online again as they had an exceptional experience with AR.
- 77% of customers would prefer to use AR as it offers a preview of product variation, such as color or style differences.
- Additionally, 40% of customers are ready to pay an extra price for the product when they are allowed to preview it through AR technology.
The availability of AR/VR to a wider audience is increasing, favoring organizations to take advantage of the latest technologies. Augmented reality does not require special gear, unlike VR, just the smartphone to access the technology for shopping.
Augmented Reality Solutions for ECommerce
Customers are leveraged to make informed purchasing decisions by examining the 3D realistic model of the product from the convenience of their home.
Integration of the technology is expected to reduce the percentage of returns as consumers are unable to visualize the setting. But thanks to AR technology, a consumer can quickly analyze what would suit best.
Many brands, such as GAP, Sephora, Loreal Paris, HORNE, and many more, have started taking advantage of the technology. The solution seems to reduce the fit stress, especially with the garments, decreasing returns, and increasing customer satisfaction.
Texas-based Athletic brand launched their AR-integrated app, where the smartphone scans the body for accurate measurements and offers custom-fit clothing. The app was also linked to a Salesforce-integrated platform for managing either individual or team business orders.
When surveyed, 73% of the consumers reported high to very high satisfaction with mobile augmented reality experience.
Also, 78% of the consumers who have already experienced the technology prefer to have virtual experiences rather than video content.
Since consumers are ready to adopt new technology, they believe that retailers are unable to take full advantage of them. Businesses are taking time to cautiously adopt and implement AR to reap maximum benefit from it.
It is expected that over 83 million US users will be using AR in some of the other forms or devices, exceeding the revenue to 95.1 million by 2022.
One of the research firms projects that AR advertising revenue may top to $8 billion by 2024 end.
Looking at In-store Experiences With AR
When we look at retail businesses today, they still remain the same and may continue the same. Essentials, such as the grocery or vegetables and fruits buying on-premise will always remain the same as people predict, technology cannot win over the sensory elements needed, such as sight, smell, and sound.
However, the beauty of AR is that it can combine and bring the best of on-premise and technology. Instead of a purely analog experience, an AR-enabled store can offer a purely next-level product discovery.
The customer can determine relevant information, such as nutritional data, comparative cost, and many more of the product, with the AR glasses.
The latest customer apps and beacon technology can also be combined to enhance the in-store customer experiences.
When evaluated, AR is helping businesses curate interactive shopping journeys and in-store experiences, encouraging more footfall and extensive marketing to make their goods stand out.
Enterprise software development companies are taking this opportunity by combining mobile technology and augmented reality for businesses to bridge the gap between handheld devices and physical retail.
This will aid in engaging more mobile-focused shoppers linking the brand’s offline and online shopping experiences.
Types of AR Applications
AR technology can be integrated depending on the business type. The different categories of Augmented Reality technology can be distinguished as mentioned below –
This type of AR is designed to display the content based on geographic locations. A brilliant example is Pokemon Go that uses the current location of the smartphone.
This type of AR works by emitting synthetic light on the physical surfaces, which helps in interaction. A fine example of projection-based AR is Holograms that we see in animated movies, such as Star Wars.
Also known as Image recognition or recognition-based AR that is crafted to detect any object placed right in front of a smart device’s camera. When the AR app detects the object, it is then replaced with the 3D version of the corresponding object, which can be used as an object in a more detailed form and in many angles.
This is completely different from the Maker-based. This type does not need to trigger a specific object of the real world. Instead, a virtual object triggered in the app can be placed anywhere you want or move or rotate.
How is AR Technology Being Used In Ecommerce Industry?
As aforementioned, users can preview the product before purchasing, hence this helps them to make the right choice leading to fewer returns. Other than this, other ways of AR uses are –
How will these glasses look on my face unless you have tried them! How well does this side table fit my bed? All these questions can be answered unless physically tired.
AR applications give a preview placement feature to give a real glimpse of the object in the real environment. Brands, such as Burrow have already implemented this technology in their app, which has improved their customer engagement and retention rate.
Interactive User Manual
Not just for clothing or accessories, AR can also be used for elearning solutions. Enterprises with learning-based products can use AR for a better understanding of the product’s functioning.
With interactive AR app businesses, users can receive quick actions and on-page contextual support for any piece of content. Companies can make their product much more interactive by customizing them, adding a real-life environment.
Social Media Filters
You may have come across this technology in the most popular social media channels, such as Instagram or Snapchat. However, this filter is used for entertainment purposes, but many companies have taken the opportunity to use this feature. This way, brands are able to –
- Display new products & letting people testify to them.
- Boost audience engagement
- Encouraging people to tag
- Stand out of the crowd for exceptionally well AR implementation & utilization.
Quick Try-on Solution
With AR solutions integrated by the clothing brands, users can simply try on their desired clothes without the need for the time-consuming changing process.
So, Augmented Reality can assist shoppers to comprehend the thing that they want to buy, whether or not it is suitable. This also helps in improving conversion rates and reducing the abandonment rate.
How to Integrate AR in Your Ecommerce Store?
Follow these few steps to quickly integrate and seamlessly implement Augmented Reality in your business.
Comprehending Business Goals
The technology is new and exciting, you want to integrate it? You must evaluate how AR can help your customers! You must understand deeply, what experience you want to bring to your customers?
So, before integrating AR, understand the technicalities of AR application and how well it aligns with your objectives.
Identifying the right tools will help you build your efficient and perfect AR solution that will help you attain your goal.
Supporting Devices – Where do you want your AR app to run? Is it PC, mobile devices or AR glasses, or all? Your tool must be supportive of your choice.
Capabilities – Which type of AR application are you looking for? Does the platform support all features that you want to integrate into your app?
License Type – AR solution comes in both free as well as commercial/paid licenses. Depending on your budget, you can implement the license type. You can always switch from one license type to the other whenever your budget allows.
Operating System Support – The platform or the type of AR that you choose for the AR application must support every OS. Since most consumers are inclined towards Android, but at the same time, iOS users are not very limited. Define your target audience to make the choice.
Your hard work is worthless without marketing. Marketing your new tool will aid in outreach. Once the tool is recognized and accepted, your business growth pace will be skyrocketed. So, a few simple steps can help in effective marketing –
- Create a promotional and instruction video of the app.
- Demonstrate clear instructions to use.
- Allow users to share their first experience for extended mouth-publicity.
To Conclude –
After the pandemic, eCommerce solutions received a push from the consumers, as they were forced to buy things online. However, abandoned carts and returns were always a struggle for the brands, but this had increased with time. The evolution of augmented reality has supported multiple brands to accentuate their business and enhance customer engagement.
However, to integrate AR solutions, companies will have to learn more about the technology, its types, associated use cases, and much more to benefit from the technology. The best way is by collaborating with a professional service provider for better consultation.
Alicia works with the editorial team of A3logics, a leading company offering IT consultation services. Exploring the latest technologies, reading about them, and writing her views have always been her passion. She seeks new opportunities to express her opinions, explore technological advancements, and document the details. You can always find her enjoying books or articles about varied topics or jotting down her ideas in a notebook.