AR has revealed itself as a very powerful way to interact with customers, through their mobile devices, building an enriching digital-based experience. Therefore, a wide variety of retailers and brands, such as Converse (the pioneer), IKEA, Nike, Gucci, Sephora, Volkswagen, LEGO,… have AR features to bring the relationship with their customers further beyond creating awareness, being able to measure ROI based on improved sales performance with very positive results.
Although there are many other applications for AR, most widespread uses of AR in retail, from the customer perspective, are:
- virtually trying on 3D products (either through smartphone apps or virtual mirrors),
- looking at 3D products at home and,
- gathering product-related info while in-store.
Virtual try on, such as Gucci’s AR-based sneaker try-on, provides a funny experience to those hyperconnected generations and the ability to share virtual looks with friends and social media is perfect to close the loop of awareness. But, behind this “funny experience”, there is a lot of info that can be extracted from customers’ interaction with this feature, that can help improving customer knowledge, behavior and her preferences and therefore use it for short term product push initiatives as well as for long term collection planning, just to cite two value levers.