Augmented Reality’s application in retail needs to move beyond “cheap visual tricks”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2019, 4:48 AM UTC

Brands must use technologies like Augmented Reality (AR) to enhance the overall customer experience.

This piece stresses the importance of using AR to offer a layered and imaginative customer experience. The article cites a study which found that agencies and brands are struggling to creatively apply AR.

The author notes that to be able to use AR effectively, retailers should think of it less as a gimmick. To deliver successful retail experiences, they must also go beyond crafting AR experiences that are “cheap visual tricks.”

Retailers can use AR to share insights about a product’s innovation, draw consumers closer to a product and to “slow down” the shopping experience. It can also be used to present a material’s behaviour under different conditions. Providing such information through creative usage of AR can potentially influence final purchase decisions.   

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