There is a lot of buzz around Augmented Reality (AR) and Virtual Reality (VR) as tools for a marketing arsenal. This article focuses on AR and how to use the technology to increase value. Before we get into that, here is a brief overview on AR and VR and the differences between the two.
AR and VR: What’s the difference?
AR is the blending of real life and a computer-generated reality. Think Pokemon Go. Developers overlay graphics onto the real world, and usually, you view it on a mobile device.
VR is a completely computer-generated experience that immerses the user into a new reality, viewed through special goggles or a viewer. It’s akin to stepping into a video game – the entire world you see is created.
The difference between AR and VR is that with AR users continue to interact and are in touch with the real world. With VR, a user is removed from the real world and experiences a world that is completely fabricated.
Using an AR App to Create Value
An augmented reality app on its own will not create value; it must be integrated into the customer journey and enhance the buying process to make an impact on your bottom line.
The use of AR allows your customers to visually experience your product before committing to buy (Ikea is an excellent example). However, creating an AR app requires strategic thinking, and marketers must resist the urge to quickly create an AR app to say, “hey, me too!” It is important to understand the value the app will create and how it will impact the customer journey.
When considering an AR app, you should have a clear understanding of how the customer experience will be enhanced. Start by answering these questions:
How will AR make the shopping experience easier?
How does this AR experience deliver on your brand promise?
Will the use of AR be convenient for the customer?
Once you’ve answered these questions, you can begin to map out the functions and features of your AR app. By answering these questions, you are on your way to creating an immersive experience for your customers that makes shopping more convenient, meaning customers are more likely to buy your products.
Looking to use AR in your marketing efforts and as part of the customer journey? Contact me and we talk about how Real Art can help.