Sometimes, you require consultative experiences where a sales associate helps you to find what you are looking for. But sometimes, you know exactly what you want and just need an easier way to shop. Different customers have different needs and as retailers, it is important for you to reach them wherever they are – in-store, online or on mobile. To keep up with the innovative solutions out there, customers need to be constantly delighted with new experiences and one of these innovative experiences that are gaining popularity is augmented reality (AR).
In a store setting, augmented reality presents an interactive experience in a real-world environment. Products can be “augmented” by computer-generated perceptual information. Think of a store that sells backpacking and camping products. A virtual campfire could be projected – along with the crackling sound as crickets chirp and owls hoot. The natural elements could be brought into the mix as well – think of the sky changing from clear and starry to thundershowers or even snow. Apart from impressing the customer with this unique experience you will have them thinking about buying the warmer, water-proof gear.
IKEA has also used AR quite effectively. If you’ve been to their stores, you know it is an immersive experience. You walk through modular rooms set up with IKEA furniture and home furnishings. This allows the customer to see the actual assembled products in a contextualized setting. But what if I wanted to know how a couch would look in my actual living room? Enter the ‘IKEA Place’ app. This AR-powered mobile app made it possible for consumers to view 3D and true-to-scale models of furniture in their home via the app and then simply order online.
Cosmetic and beauty brands have used AR in-store with success as well. Sephora allows customers to see how makeup might look on them without ever having to apply and clean off any product via their “Virtual Artist” technology.
AR continues to push boundaries in retail and one of the latest innovation that gets talked about are Smart Mirrors, and they are slowly becoming a popular concept. We have seen people using them in their homes for workouts or even as a central hub for information, similar to a personal assistant. But, their application in a retail environment is what excites me most.
The reality is online shoppers are used to streamlined, curated experiences that are almost friction-less from start-to-finish. Unfortunately, the in-store experiences are often the opposite—lineups and limited product selection continue to drive customers online.
But what if smart mirrors help address this? What if you could see how clothes look on you without you physically trying them on? What if this experience wasn’t limited to apparel, but extended to accessories like belts, hats, etc.? Smart mirrors have the potential to create unique experiences for retail consumers and can benefit merchants in many ways:
This is just the tip of the iceberg for AR, smart mirrors and their application in businesses. As this technology develops further, use cases in other industries are bound to come up sooner than later. AR technology has been at our fingertips for many years, however, its application hadn’t found its way into the everyday shopping experiences of consumers until now. Every consumer is different and businesses across the globe want to make sure they find relevant ways to attract them. Sure, many consumers still like to touch and feel products before buying them, but there are many others who would like a new shopping experience that allows them to save time, virtually try out many styles and even take advantage of offers and discounts without even stepping into a fitting room. Creating these unique customer experiences is the key to growing your business.
How would you use AR or smart mirrors in your business? Tell us in the comments section below.
Chris Tyghe is Vice President of Strategic Development at Ingenico Group, Canada