Augmented reality (AR) and virtual reality (VR) make up immersive reality. The value of this market will reach 1.5 trillion dollars in the world economy in 2030.

Its implementation in your marketing strategy allows you to approach your customers in a new way, present your products in detail and increase sales and reduce returns. In this article we show you examples of companies that have already implemented this marketing strategy.

INDEX

1. Difference between virtual reality and augmented reality

2. Virtual reality and augmented reality in marketing

2.1 Examples of virtual reality

2.2 Examples of augmented reality

3. Conclusion

As we already announced in our 2020 marketing trends article, AR and VR are playing an increasingly important role in e-commerce. Consumers want detailed product information before making a purchase, and immersive reality makes this possible.

Google also confirms the popularity of virtual reality while shopping: 66% of online shoppers worldwide are interested in using it while shopping.

In addition to a good product description, quality images, and positive reviews, AR and VR can greatly help consumers’ purchasing decisions. Offering as much information as possible is the key to increasing your sales and reducing the rate of returns.. Simply put, consumers know exactly what they are buying, and they do so consciously.

But what is the difference between VR and AR? Is this a suitable strategy for your business? Find out in this article!

Difference between virtual reality and augmented reality

The virtual reality takes you to another world.
The augmented reality bring virtual items into your world.

Let’s go into details now:

The Virtual Reality or virtual reality, it erases the environment we are in to transport us to another. VR uses goggles, headsets, and sticks to create a new reality, and every interaction takes place in this digital world.

The Augmented Reality, or augmented reality, “is limited” to enriching reality by bringing digital elements into the real world. AR does not need special tools, a mobile device equipped with a webcam is enough.

Precisely for this last reason, AR is more at hand than VR; not everyone has glasses or specific technological tools, but everyone has a smartphone.

Immersive reality technologies fit into many areas: from classroom education to museums, from medical simulations to gaming, from advertising to shopping.

In this article we will focus on the last two points, to show you how and why you should implement VR and AR in your marketing strategy.

Advantages of implementing AR and VR in your marketing strategy

• They offer a unique and personalized shopping experience

• Stand out from the competition

• Increase brand awareness

• Increase customer engagement

• Show your product everywhere and in an attractive way

• Explain in detail what your product is and what it does

All this translates into the most important point for you as an online seller: more sales and fewer returns.

We recommend that you download our free white paper in which we give you tips to reduce the returns of your online store and at the same time increase the sales rate:

Virtual reality and augmented reality in marketing

Today, there are still many consumers who do not dare to buy online. In addition to distrust of a brand or being reluctant to enter their bank details online, what makes it difficult for users to buy online is not being able to see the product live or touch it before buying it.

That is where VR and AR play an important role: these technologies allow you to show your product in real life, wherever your customers are.

With virtual reality and augmented reality you can present your products in action in everyday life and accurately. This allows you to remove any insecurities or doubts from the minds of users. Let us now focus on the differences.

Examples of Virtual Reality

1. Present your products without having them with you

Imagine the following scenario: you are about to participate in a fair and you want to present your new machine, which is very large. For this it is necessary to reserve a stand of several square meters, organize transport and hire staff to explain the characteristics of the machine.

…Or you can present your product with the help of virtual reality.

In addition to saving space, time and staff, presenting your product through virtual reality will allow you to leave a lasting impression on visitors.

2. Provide an engaging experience for your customers

Take for example the Swedish furniture giant, Ikea. In the virtual showroom, visitors can do what they have been doing for years at Ikea, but with extra equipment and in a more comfortable way.

Not only do they enjoy the 360º view in a fully furnished room, but they can also customize it according to your preferences:

This allows consumers to have a clear idea of ​​how their apartment will look before they have to purchase any products.

Another example, less common, but that achieves the goal of remaining well engraved in the minds of those who live this experience, is Diesel.

On the occasion of the launch of the new fragrance “Only the brave”, Diesel has organized a campaign in several shopping centers. Courageous contestants gather in the heart of New York City at a height of 150 meters and have to make their way along a ledge to grab a bottle of perfume from the mouth of a wolf.

The result: a 120% increase in sales and great media coverage in various newspapers.

In this case, they make the consumer experience as immersive and attractive as possible. The emotions that arise from this “dangerous” experience cause the user to keep the perfume in his memory for a long time.

But not everyone has the budget of Ikea or Diesel. This is why, especially in the world of e-commerce, people tend to prefer an augmented reality strategy.

Examples of Augmented Reality

1. Test your products from home

Perhaps the greatest potential of augmented reality technology is being able to show your customers your product in action, wherever they are and at any time.

Many are already taking advantage of this possibility, for example some opticians offer the possibility of try the glasses virtually. The customer, once he has landed on the product page, can activate his webcam and then decide whether to order the glasses or not.

Gucci has also recently launched an app that allows users to virtually try on shoes through augmented reality:

The result: the customer already knows what to expect from the product, which for you means, once again, fewer returns.

2. Attract customers to your stores (online and offline)

Let’s take makeup as an example. A lipstick can have dozens and dozens of different shades, and the only way a customer can try it out is by opening each lipstick and applying each shade. Of course, this is problematic and even impossible in online shopping.

To overcome this obstacle, l’Oréal has created an app that allows its customers to try different products from their mobile device:

Each look shows the products used so that customers can easily find and buy them in the online or physical store.

3. Increase brand awareness and customer loyalty

At a bus stop in London, viewers were treated to an experience where reality merged with augmented reality. Meteorites, tigers, UFOs; Pepsi offered them an experience that they will surely not soon forget.

Look at the reaction of the viewers:

If you arouse positive emotions in consumers, you will create a bond between them and your brand.

The call emotional marketing it is a powerful tool to stimulate the emotionality of a client through an attractive and memorable story, and immersive reality technologies are perfectly adapted to this purpose.

Reading suggestion: Neuromarketing: Techniques to increase sales in your eCommerce

conclusion

Marketing is constantly looking for new ways to attract the attention of (new) customers by providing them with a personalized shopping experience; VR and AR technologies lend themselves as necessary means to achieve this.

Forerunners of virtual reality and augmented reality, such as PokémonGo, have already achieved worldwide success that has made it clear that the public interest is open to these technologies.

Today, this marketing strategy has the technology, knowledge and connectivity to offer e-commerce customers a interactive shopping experience tailored to your needs and expectations.

In short, it’s a valuable tool that’s meant to last and, if applied with well-defined strategies, can really get your e-commerce off the ground.

Product images are a decisive purchase factor. Download our free checklist where we give you tips for creating product photos that sell!

This article has been translated and adapted from the original: Esmpi di AR e VR nel marketing