Bridging the gap between physical stores and digital platforms has always been challenging with traditional online shopping. Due to this, “Augmented Reality” bridges the gap between the virtual and real worlds to address it. AR enables e-commerce retailers to provide customers with an immersive and engaging buying experience. This especially replicates the engaging sensory experience of physical stores. The potential of augmented reality (AR) can assist businesses in creating distinctive and memorable purchasing experiences. Therefore, in this article, we will study the role of augmented reality in the world of e-commerce.
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Boosts Customer Engagement
Customers favor websites and programs with lots of interactivity since it improves the user experience. They are often captivated while building a strong bond with an e-commerce platform through immersive experiences. The chances of conversion and purchase increase as a result of this engagement-driven strategy’s prolonged platform visits.
Even if a sale is not made right away during the visit, the great customer experience strengthens brand attachment. Depending on the seriousness of the circumstances, it may potentially result in a long exchange.
In this scenario, augmented reality (AR) appears as a crucial technology. With this strategy, customers can digitally “try before they buy” by establishing a tactile awareness of the product’s physical existence. Due to the presence of AR in e-commerce, businesses including beauty, fashion, and home décor have experienced significant changes.
As augmented reality (AR) closes the gap between the digital and physical worlds, its huge impact is obvious. It reconsiders how customers view things and encourages an interactive relationship that closely relates to their needs and preferences.
Assist in Acquiring Fresh Customers
One of the greatest hurdles that e-commerce businesses deal with is grabbing the attention of customers. So in that regard, designing captivating AR campaigns stands out as a powerful tactic to have an influence for betterment. A wide range of fields have emerged as a result of AR’s clear impact on mobile application development and marketing initiatives. This includes education and healthcare, capitalizing on its multifaceted capabilities.
The use of augmented reality in marketing activities by IKEA is a great example of this. In addition to attracting potential customers, it also uses AR-based campaigns to improve their purchasing experience. 2017 saw a noteworthy partnership between Apple’s ARKit and the “Ikea Place App” from IKEA. Users may digitally place furniture from the IKEA range in their homes or places of business.
Aside from that, Apple continues to be a leader in adding AR to its most recent features and upgrades. Brands can successfully reach and engage new people with the help of this smart AR integration.
Fosters Strong Relationships with Customers
In addition to engaging customers, augmented reality (AR) promotes strong relationships with them. E-commerce businesses may provide immersive AR experiences when their products and services are aligned. It is at this point that customer and brand trust start to develop. This development of trust subsequently encourages increased brand loyalty and boosts conversion rates.
Also, AR has the ability to improve customers’ memory retention. As a result, they tend to respond in a more meaningful and thorough manner. In simple terms, AR helps customers remember the brand, their products, and their engaging experiences. Due to this, people are motivated to return to the store to find their preferred products. This synergy between AR technology and customers’ memory functions holds the potential to fortify customer engagement.
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Facilitates in Improving Conversion Rates
According to a number of studies, augmented reality (AR) integration in e-commerce has proven to be quite effective. Besides improving customer interaction, it has also significantly increased conversions. Furthermore, research shows that companies using AR technologies for product advertising saw an incredible 94% increase in their conversion rate.
Vertebrae, a Facebook partner that specializes in augmented reality technologies, has supported these claims. They found an impressive 90% increase in customer conversion rates among individuals who participated in augmented reality experiences. It was found in contrast to individuals who withdrew from such experiences. The above statistics highlight the important role that augmented reality (AR) plays in encouraging the overall performance of e-commerce businesses.
Diminishes Return Rates
Managing high return rates is one of the major difficulties experienced by e-commerce businesses. Through a number of studies, the fundamental causes of this tendency have been thoroughly determined. Incorrect size, poor fit, or design inconsistencies are the main contributors to the problem, especially when it comes to clothing.
Concerns about product quality and situations in which the supplied items depart from their advertised descriptions come next. This cycle of returns is driven by the gap between customers’ expectations and the things they receive.
However, AR technology has the power to change this dynamic. Customers may learn more about a product by having the option to visually engage with it. AR goes beyond the boundaries of static images or quick videos by offering 3D perspectives. Customers can then picture how a product will fit in their personal spaces because of this. As a result, it raises the degree of understanding and contributes to increased trust in their purchasing choices.
Consequently, AR is seen as a viable way to reduce return rates. This is because it gives customers the information they need to make better decisions. Also, it reduces the gap between expectations and reality, which frequently prompts post-purchase returns.
Examples of Augmented Reality in E-Commerce
Apart from the above mentioned advantages, there are certain examples as well which can be looked at. These are not only helpful but are also convenient in understanding our discussion.
An excellent example of augmented reality use in the context of learning and online shopping is the Sephora Virtual Artist. Users may virtually experiment with a variety of cosmetic looks, matching the colors and styles to their planned clothes. This comprehensive application caters to both makeup newcomers and professionals by providing full face styles and virtual makeup guidance.
Another exceptional feature is the incorporation of AR physical features. Customers may try and then buy makeup that suits their preferences and physical features. For individuals who prefer experimenting with new appearances, it results in an enjoyable shopping experience.
By simplifying the process with just a click, customers can confidently explore numerous options. This has the potential to increase conversion rates while decreasing product return rates. Sephora’s Virtual Artist successfully displays how augmented reality can provide a dynamic, user-centric purchasing journey, altering the cosmetics retail.
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With Amazon AR View, a variety of objects from the company’s enormous catalog may be projected right into actual locations. Larger appliances and design-focused objects, like furniture, benefit especially from this feature.
Choosing an object, like a white marble dining room table, is essentially how Amazon AR works. The next step is to click the camera icon found in the top-right corner of the Amazon app. The chosen object then manifests in the selected area. This enables people to evaluate its aesthetic attractiveness and fit in real time.
This invention significantly improves customer trust and the online purchasing experience. It inspires confidence and relief to be able to virtually evaluate future purchases. The reason is that customers can envision the selected items harmonizing seamlessly with their living spaces. Therefore, the addition of AR technology to the Amazon app promotes an improved purchasing experience.
Amikasa is an impressive augmented reality e-commerce software. It allows users to construct their ideal houses by including genuine furniture from prominent businesses. This gives users the ability to design complex layouts by utilizing a selection of actual furniture options. It includes capabilities for customization, such as the capacity to change product colors to fit one’s preferences. Also, users can purchase products directly through the app, enhancing its practicality.
This application streamlines the process of achieving a cohesive visual aesthetic. It serves to determine if certain items fit into room layouts or have the potential to overwhelm the area. The ability to picture things in the context of one’s living space is quite helpful in imagining the final design. The augmented reality features of Amikasa ultimately enable users to make wise design decisions. This makes it a necessary tool for any project involving house design.
Saatchi Art, a prominent art group, has debuted their own augmented reality (AR) function. By offering a visual sample of the artwork that is included in their collection, it improves the visitors’ online experience. Saatchi Art offers a wide variety of artistic works that span many different mediums, including paintings, photography, prints, and drawings. Through visuals, online users can visualize how a chosen piece of art will look when placed in their living space.
Saatchi Art has aided in democratizing the exclusive world of art by embracing this technological advancement. Art enthusiasts can leverage the app to obtain an accurate representation of the chosen piece. This development has successfully closed the gap between online viewing and real-world settings.
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Another amazing augmented reality product made specifically for kids is Quiver. Young users can surf and print coloring pages with the help of this application. After a youngster has finished coloring a picture, the Quiver app enters the picture and uses augmented reality to give the artwork life.
A child’s engagement becomes dynamic and interesting as a result of this integration. Also, it merges the creative act of coloring with the excitement of interactive technology.
(Assistant Vice President - Sales)
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Both established e-commerce businesses and modern startups are using augmented reality (AR) to improve customer experiences, boost conversions, and promote brand loyalty. As augmented reality (AR) technology develops, its application in e-commerce holds the potential to transform this industry. Furthermore, it is also giving businesses fresh ways to capture customers and promote growth in the competitive online sector.