Augmented reality or augmented reality (AR) is destined to be a full stop in the shopping experience in the retail industry . So much so that a study by ABI Research estimates that 3% of the sector’s income this year will mobile number database free download be produced thanks to augmented reality, which corresponds to a business volume of 122,000 million dollars worldwide.What is augmented reality?
Augmented reality is the term used to refer to the technology that allows the visualization of digital elements in real environments . Through devices such as smartphones, tablets or digital glasses, the user perceives an overlapping data layer.t is worth highlighting the difference between the concepts of augmented reality and virtual reality: while the former integrates real elements with other digital ones, the latter transfers the user to a 100% different realityAugmented reality improves customer experience in retail
Generally associated with the video game industry (especially as a result of Pokemon GO), augmented reality has been part of the R&D plans of many retailers for years due, in part, to the good reception it has from users . According to a study carried out by Artillery Intelligence on Mobile AR , 73% of those surveyed say they respond very positively to its use.
One of the main problems faced by the retail sector in online sales is the doubt that surrounds the consumer about the quality and convenience of the products, attributable to the lack of direct contact with the item that is being purchased. With augmented reality, this border between the physical and the digital is blurred.The possibilities of augmented reality go in a clear direction: achieving omnichannel, mixing the physical channel with the digital one , is the great challenge for retailers seeking to adapt to the needs of 21st century consumers . This technology can completely change the decision phase of the customer journey map .PILAR MARTÍNEZ , SENIOR DIGITAL MARKETING CONSULTANT AT LABELIUM
Augmented reality not only improves the user experience, but also reduces the times of the purchase process, solves the lack of space for stock in the store, and strengthens the brand-customer relationship. For this reason, large companies have preferred to bet on AR over virtual reality , although both are growing, as reflected in the Queppelin graph on the use of both technologies :Large companies invest more in augmented reality than in virtual realit applications of augmented reality in the retail sector
Now, how can this technology improve the shopping experience so much? The following applications are very representative example
Virtual fitting room or smart fitting room
This technology has been widely accepted by the fashion and beauty industry. Thanks to AR, the customer can see himself with the product he wants , be it clothes, footwear and even makeup.
Now the consumer can have a preliminary idea of how a piece of furniture, an appliance or other products would look at home with the simplicity of pointing the smartphone or tablet at the chosen place . Important brands such as Amazon, Ikea or Dulux have already implemented gulf email list this augmented reality application .Street informatioAugmented reality is an infinite source of information about the physical stores that surround the pedestrian in any city. Through any adapted device, it is possible to obtain all the data on trade, opinions or addresses that Google saves on servers, but without the need to type in a search engine.Augmented reality offers the passerby a huge amount of information about his surroundings
With them, workers connect to the store’s network, so that they can access all the information simultaneously . As a result, there is an increase in productivity with a decrease in employee response time and a better customer experience in the physical store.Internet of the senses, the next step?
But, as incredible as it may sound, there is still a step beyond augmented reality. The imminent arrival of 5G will bring with it a conceptual break in how we understand brand-user communication. Now it will be the human senses – sight, smell, touch, taste and hearing – that will capture the attention of the world’s leading developers , as this revealing Ericsson article on the future of the technology industry shows .Maintaining an optimal customer experience is the present and future of retailers who want to seduce a practical and increasingly technological user. How far will they be able to go? Only time will tell.