How augmented reality in retail improves the customer experience
Augmented reality in retail has been one of the most transformative technologies to impact the space. AR is one way businesses enhance their e-commerce, brick-and-mortar experience, or both!
Considering that there are over 227 million online shoppers in the U.S., it's well worth the investment for retailers like you to implement technology that makes the buying experience more enjoyable and efficient for customers.
If you are looking for ways to boost customer interaction and improve satisfaction, AR in retail may be your answer.
Let's break down how AR is transforming retail.
What is augmented reality?
First, let's step back and define what AR is.
There are many famous examples, from the social media app Snapchat to the insanely popular Pokemon Go mobile game.
Augmented reality has many more applications, including experiential marketing, the U.S. Army, and more. However, it is also a retail tool that improves customer satisfaction.
Let's explore how AR in retail makes shopping as fun as playing video games.
Nearly 10% of e-commerce sales — that's $428 billion in 2020 — were returned to the buyer. This statistic shows that the online shopping experience is insufficient and dissatisfying to customers.
Enter augmented reality. This technology can help enhance your customer experience without direct human-to-human contact. AR in retail puts your clients in the store without leaving the comfort of their homes.
By doing so, AR allows shoppers to interact with products rather than relying solely on descriptions and reviews. This solution resolves several of the issues that many customers experience with online shopping, including:
Enhancing the e-commerce experience
AR technology overlaps digital information on top of our physical space using smartphones or tablets.
Online shopping was created for its convenience, and it did so only because people didn't have to leave their houses to buy or pick up an item.
This transformation made shopping easier mechanically but not sufficiently. That is because it is more difficult to choose products online when your customers can't hold them in their hands or physically see them in a specified space.
AR maintains convenience without sacrificing the efficiency of buying online.
Finding someone to help your customers in a store isn't always that easy, but at least it is an option. When shopping online, your customer's best option to get their questions answered is by chatting with a bot or calling a 1-800 number.
AR is transforming technology to put the customer in control of their shopping experience without limiting their access to information. From understanding a product more by trying it on to digitally generating brand information, AR replaces the lack of human touch when in a virtual world.
Shopping online usually forces consumers to choose between the highest-rated products. This practice does not exist in the store; instead, items are purchased based on your shopper's personal connection to it.
Many uses of AR in retail allow your shopper to connect to the product. The chances of a product becoming more suitable for your shopper increases with this connection.
Using the latest technologies
The significant aspect of AR retail technology options is that they are vast. Here are just a few examples of how some retailers use this technology.
Giving shoppers a complete view of your product online makes it more real. And it's not just about giving it dimension. AR places products in your customer's home, showing their size, color, and texture.
For example, imagine showing how a couch looks in your customer's living room before they buy it. There would be no need for measurements or trying to match furniture pieces.
3D views
Buying clothes online is one of the most challenging tasks for customers. Someone who is a medium size in one store could be an XL size in another. And who has a tape measure to calculate their hip size while shopping?
The tech company Bold Metrics has another option. They use AR to fit clothing online by uploading scans of actual body shapes and sizes, making trying on clothes online as accurate as the real thing.
Virtual dressing room
Finding makeup that fits someone's complexion takes much trial and error. Accomplishing this task is challenging to do online.
AR makes this easier by having your customer use their camera to apply makeup digitally before they buy it. The technology can even analyze skin tone and replicate texture to depict the makeup's effect accurately.
Makeup trial and error
AR technology can work in a physical or digital store since both provide the same benefits.
Customers use their smartphone's camera in-store to access product information. This data automatically overlays the product in the camera's view.
Online, your shop may have a virtual layout where shoppers can browse products and see this information right on their computer without clicking or searching for it.
Data overlay
Matching and finding the perfect paint color used to require booklets of swatches and expert color mixers. Now, technology can take over with augmented reality.
Customers point their phone's camera at a wall and instantly see what tones fit their style. This process offers a fun and seamless way of creating an interior design without professional help.
Perfect paint
Augmented reality expands your retail business
Using AR in retail opens up new ways to reach customers who prefer to shop online or allows you to enhance your in-store experience. You shouldn't have to compromise service for the sake of convenience. Augmented reality is here to streamline shopping to make your e-commerce business just as successful as your brick-and-mortar.
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Bold Metrics
Home Depot