AUGMENTED REALITY
Not very long ago everyone was pretty much obsessed with virtual reality, and it indeed is a rather engaging idea- who doesn’t want to indulge themselves with the simulated reality like experience that VR offers. However, we are here talking about Augmented Reality, starting off with addressing the elephant in the room- how is AR different from VR? Well, unlike virtual reality where the entire experience necessarily revolves around creating a reality that has no direct or established connection with the real world hence the name- virtual reality, augmented reality is all about providing an enhanced version of the real world, using digital elements.
Hence, while VR creates a world intrinsic to itself, AR only uses digital tools to create the real world in a digital space. It is primarily for this reason we see AR becoming more and more popular among various companies as a business tool.
HOW ARE BUSINESSES USING AR TO THEIR ADVANTAGE?
Throwback to the times when everyone was special about the role of e-commerce platforms, one of the major criticisms targeted at the online shopping experience was that they are certain products and services that can not go without actually having to test it out in person. To combat this we saw various platforms using various tactics, while some went ahead and allowed for the return or exchange feature in case they are not satisfied with the product or service.
However, with the technological advancement they were soon able to introduce features like which allowed the customer to try the product or service at a digital version of their reality. While shopping from Nykaa if you are unsure whether or not a lipstick shade would suit you or not you simply have to go ahead and use their “try on” feature to see a reflection of your face in the lipstick shade of your choice, or while using Lenskart you could simply try on a pair of glasses and decide whether or not they look good on you.
IKEA, a brand known for largely selling ready to assemble furniture is also known to have used AR to offer the users a more fulfilling experience by testing whether the centrepiece table that they like in the pictures look good in the space of their homes, and these features were particularly helpful during the covid times when the customers couldn’t possibly step out for such purchases.
AUGMENTED MARKETING
Consumer requirements are the driving forces behind marketing strategies adopted by various companies. Hence when the changes are observed the strategies try to incorporate the changing element within it.
When it comes to AR and the marketing world we see the latter adopting the former because it has proven to enhance the user customer and also ensuring brand awareness, it not only makes the user sweep off their feets by adding a wow factor by virtue of AR enhancing the reality, it also makes a lot of buzz around the product or service given that while you are in the comfort of your home or workspace you could try on new shades of makeup or even test drive your dream car. The second interesting fold to this kind of understanding could also be the use of AR even by social media platforms like Instagram through their try on filters that also generate manufactured yet individualistic choices.
A more recent example of AR being used as a marketing tool was observed when Sugar Cosmetics launched their own filters on instagram, herein the filter would either be like a mini game to get your makeup right or promote the spectrum of lipstick shades they have, thereby offering the users a personalised and real time experience towards actually making a manufactured choice.
Techniques like these have proved to be of great traction in recent times as they provide the user a holistic experience and the ability to try on products and services without actually having to invest in terms of going to a particular place or paying a certain amount, hence you don’t actually have to get your wall painted a particular colour to see whether it matches the aesthetic of your home, you could just let AR do its job and save you money and time.