It is time to break the existing belief that when talking about Augmented Reality (AR) it only benefits the gamer world, although it is true, this sector has been key to the development of many technological advances, these always evolve into segments. We will learn how technology has helped transform the customer experience and how it is used in different sectors.
Augmented reality (AR) and the future of companies are already here. Global Market Insights, "estimates the AR market will exceed $50 billion by 2024, driven by being incorporated in the retail, automotive, medical, and other industries looking to increase operational efficiency."
The use of holograms in films such as Star Wars in the 1970s and early 1980s, for example, was something that familiarized us and trained us to be able to assimilate and work under these new modalities today.
Since 2018, immersive experiences have already been a trend; today, what do we have? An augmented reality that has been transforming the experiences that brands provide to users in order to interact, attract and strengthen relationships, all with the purpose of guaranteeing customer satisfaction and greater conversion, something that before AR already was sought out, but now many organizations consider it a must.
If we talk about the success achieved by implementing AR, we must move to the keys and the sectors that make it so transformative.
We start with retail purchases. Well, with this technological revolution, the experience is more detailed on the product or service that is provided, dissipating that prevailing uncertainty of knowing if what is bought is of good quality or not. Gucci, for example, offers them an augmented reality try-on feature so customers can see their sneakers just by capturing their feet on their mobile phone camera.
Sephora created an experience with the help of augmented reality to break the limitations of many women who do not buy their makeup products online because it is impossible to make an informed decision without having tried the products. Virtual Artist App, with ModiFace, guarantees its users can see how the makeup products will look through the camera of their phone. Users can also find out what tools or products they will need to apply certain products. Additionally, Modiface's tecnología de AR AR technology can show users the effects of months of skincare on their skin, an image they won't find in the store.
This gap between the physical shopping experience and the online shopping experience, with initiatives such as Gucci or Sephora, makes shopping objections fewer.
The second sector is tourism and travel, guidance at your fingertips is too important. AR in some cases allows travelers to point their phone at a sight and get the site information they need. Museums are part of this market and are a great example.
In the third instance, we find the famous customer service. How about receiving information and learning in detail about a brand just by pointing your phone at the product?
"Heinz uses AR-based packaging to allow customers to get a lot of information when buying ketchup."
Pizza Hut is another example, which transformed and presented its menu, offering users more than just scanning a QR Code, they could scan a trigger image on the menu through the application and access a Trivia Challenge for the whole family, in addition to the ability to order directly and view a 3D meal presentation.
The fourth sector where this advancement is transforming the customer experience is healthcare. If technology is used under AR applications to learn about anatomy through 3D representations of bodies, it is important to think that users, and patients, also understand and benefit from it. For example, AccuVein provides a map of the veins on the surface of the skin to make it easier for a healthcare worker to access them and avoid discomfort for the patient. The work is facilitated, the intervention is guaranteed and the patient learns from what he sees at the time of the procedure.
And finally, we talk about book publications. This world also has its science; however, augmented reality is making reading a totally immersive experience.
Can you imagine giving life to books and magazines out of your imagination? Today AR can allow that, by pointing your phone at a printed page, a character, landscape, or place can appear as a 3D image or more information about a topic can be obtained instantly.
A case that left us speechless is how they use this tool in the sports sector to advertise on billboards because thanks to this technology the ads adapt what we see in sports depending on where they are broadcast.
“According to a study by Interactions Daymon, 71% of customers have positive opinions about AR in the shopping experience, facilitating the interaction and the decision to purchase the products”.
With these examples, what will you come up with to get people to click and buy from your business? When creativity exists, the sky is the limit.