How AR Try-Ons are Driving Ecommerce Sales
Brands are exploring the capabilities of augmented reality (AR) as part of their lead generation process in a bid to create sales through the joy and play of experimentation.
AR gives us an enhanced and interactive experience of reality by bringing virtual elements to our real-world environments. Brands are now getting in on the experiential act by using this advanced technology to deliver digital information that appeals to all the senses and draws the user into their world.
Visuals, sounds and other sensory-enticing stimuli generate a creative playground for brands to engage with their target audiences. Various brands in industries, including the fast-moving consumer goods (FMCG) space, are delving into how AR can be a key component of their sales strategies.
Beauty, personal care, fashion and healthcare brands are using AR in engaging and immersive ways to show the benefits, uses and uniqueness of their offerings. Experimentation into what more AR can do is central to boosting ecommerce sales.
Why is AR Entering Sales Strategies?
Now more than ever, brands are combining their profiles, portfolio and the power of the immersive technology to amp up their story telling and customer experience.
Creating interesting content via an omnichannel approach is key. AR does this by bridging the gap between physical in-store try-ons and virtual, convenient shopping. This omnichannel approach has been rising up the marketing and sales strategy priority ranks in recent times, but national lockdowns and closed shopping centres have pushed this to the forefront.
Where’s the Innovation?
Let’s take a look at some of the brands delving into AR in new and exciting ways:
- Retail products are getting a 3D virtual makeover with wearables such as watches and larger items like TVs, laptops, fridges and furniture all showing consumers how these sought-after goods will look in their homes.
- HoloMe (soon to be renamed Beem) saw interest in its products skyrocket in 2020. A hit with the fashion industry, the brand strives to help names carve out a stand-out identity in the busy landscape and also reduce the amount fashion companies spend on returns.
- Social media collabs are gaining traction. Luxury houses, Gucci and Dior, have teamed up with Snapchat to let consumers try-on trainers. YSL, Lancome and NYX Cosmetics have all partnered with Pinterest to make the most of the social platform’s latest AR feature.
- Gaming is also a big area where tech and brands meet. Givenchy has collaborated with the Nintendo Switch game Animal Crossing to offer consumers the opportunity to apply virtual make up, while NARS launched its own AR-based game.
- L’Oreal launched a whopping 150 AR services in 2020, with that figure expected to double to 300 in 2021. Consumers can now try-on makeup, skincare and haircare digitally.
What’s Next for AR Try-Ons?
Post-pandemic, we’re also likely to see a shift in consumer behaviour. Makeup testing is already focusing on the adoption and roll-out of hygienic, touch-free samples. Innovations like these combine with the popularity of digital-based applications that respond to safe, interesting and fun ways to tap into new products.
Joy and escapism is a big trend in 2021, as consumers want to actively enjoy and experiment more with playful brands and options. And this extends to how they connect with these offerings too.
We’ve seen personalisation and customisation grow in recent years — with AR providing the perfect opportunity for people to collide their virtual and real worlds as they try-on items. During the decision-making phase, brands can reach consumers, pique their interest, and carve out a unique proposition that gives them a competitive advantage.
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For more information on how innovation is driving new AR opportunities and how you can make the most of it, get in touch today.
