What: AR is perceived to be a strong selling tool in the near future

Why it is important:  It can provide a special, unique and fully branded experience to customers, including for department stores. However, it shall not be perceived as a gadget or an entertaining feature, but on the contrary with the customer’s interest and experience in mind.

Augmented Reality techniques are reported to impact customers purchases and decisions, according to researchers, which explains the renewed interest for it, especially from Snapchat. Even though AR has been used for recreational motives so far, retail brands are increasingly using it to sell products.

Gucci for instance made a special operation with Snapchat to propose a virtual sneakers try-on session, directly leading customers to the product page with an option to buy them. Ikea has developed a dedicated app, Places, which allows users to visualize their desired pieces of furniture in their interior. A recent update is even analysing customers’ interiors to make customized recommendations and proposals, combining AR with AI.

It is believed that such approaches could generalize, as shown in the cosmetics area, where brands, and retailers (such as Amazon) are using this technique to allow customers to try before buying their products.

However, the author reminds that AR is not a magical wand, but a tool, which needs to answer a customer need, or provide a new feature. Moreover, for retailers willing to dive into this field, the need of being technically flawless is more important than ever.

How Ikea and Gucci use VR