Nyle Casey 
AR is an emerging trend in digital marketing that brands are capitalizing on for increased sales and customer engagement. AR technology enhances customer experiences through immersive interactions.
AR uses sensors such as GPS, accelerometers, and gyroscopes to superimpose digital elements into the real world. Furniture companies have used AR to show customers what furniture would look like in their home before purchasing it; neurosurgeons using it during surgery; and football broadcasters to highlight key plays.
1. Enhance Customer Experience
Experience marketing is all about providing memorable customer interactions, increasing brand awareness and loyalty through technology such as AR/VR. AR/VR technology makes this task simpler than ever!
An apparel store could use AR to allow its customers to virtually try on different outfits before buying them – this makes for an exciting and engaging way to promote products while increasing chances of people sharing this experience with friends.
Augmented reality can help brands address customer pain points quickly and effectively, such as when customers experience issues with their new computer and tech support can show them which cable to connect using an overlay on their smartphone – saving both time and frustration while improving customer experience overall. It is just one way AR/VR are being leveraged by brands to enhance the customer journey; brands should make sure the immersive experience aligns with overall marketing goals for optimal results.
2. Create a More Engaging Experience
AR/VR offers brands an opportunity to build deeper connections with their audience through immersive experiences that transport customers to another time and place or show the behind-the-scenes process of producing a product. By aligning these experiences with brand messaging, companies can ensure consistent experiences that reinforce this message while building brand loyalty.
AR is an engaging way of teaching complex topics and mechanisms like car engines or how to properly use new products; for instance, Nespresso’s in-store AR interface guides customers through descaling their coffee machine by scanning and unlocking instructions with their smartphones.
AR is also being leveraged in education to enhance learning experiences across a variety of subject areas ranging from STEM and healthcare to art and humanities. These solutions tend to be less centralised than K-12 education, enabling students to interact with content from anywhere.
3. Increase Conversions
Traditional advertising often has a low completion rate (with many customers opting for ad blockers), whereas VR and AR ads tend to engage audiences more deeply, driving traffic to eCommerce websites, making it an invaluable way of turning customers into paying customers.
AR has already proven itself helpful to numerous businesses by creating more lifelike product demos. Ikea provides customers the ability to envision how furniture would look in their home before purchase, building confidence and reducing returns costs.
Effective use of AR/VR requires setting clear goals and taking an organized, strategic approach. A good strategy must be uniform across all touchpoints and in line with brand messaging; innovation should not come at the cost of security or user privacy, nor user experience. Conduct extensive research on your target audience in terms of tastes and needs so as to produce tailored experiences more likely to engage and convert customers.
4. Increase Loyalty
Brands utilizing AR and VR can create immersive customer experiences by providing customers with realistic visualizations of products or services within their own environments, creating more lifelike interactions for them to enjoy. This approach can reduce product returns while simultaneously building customer loyalty.
Marker-less AR uses cameras, GPS sensors, accelerometers and digital compasses to recognize their surroundings and layer virtual content onto them. BMW utilizes AR to allow customers to customize and view their cars live; L’Oreal and Sephora use VR so customers can try on makeup virtually.
Virtual reality (VR) can also help brands tell their story and evoke emotions through storytelling and experiential marketing. VR can transport customers back in time or show the process behind making products, which builds trust while reinforcing brand images. Furthermore, VR can reduce postpurchase dissonance by offering emotionally positive experiences that promote postpurchase retention – leading to higher rates of recommendation and WPP.
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