The potential of AR marketing

Table of content

Digital marketing offers an outstanding experience for customers within a few minutes. It improves brand and user interaction. But how do digital marketers stand out in the market? Marketers can implement several trends and strategies in their business to stand out. Augmented reality or AR marketing has become one of those trends. 

In the past, this technology has transformed the business world.  The SMEs will adopt AR marketing solutions of 66.40% within 2018-2025. 

What is AR? 

AR is a 3D experience that superimposes computer-generated components in the real environment. We can say that AR creates digital content in real environments utilising proper software and hardware. It refines user experience by providing an interactive learning environment for the users. Users can access the experience through AR software on their mobile phones. 

Source

Current applications of AR: The  virtual try-on technology in e-commerce

The most popular application of AR marketing is the virtual try-on and fitting. This AR strategy enables the virtual visualisation of products without any physical interaction. It includes several realistic, virtual looks for the products with a single click. So customers can see how the product looks before initialising the purchase process. As a result, it reduces product return rates. 

The virtual try-on technology uses colour matching and 3D mapping to create the virtual appearance of the product. Thus, the users can try the looks of different products. Also, they can understand whether these will fit their requirements. So, it makes their online shopping experience smoother without purchasing anything. Also, they don’t require you to visit any physical store for this. 

Here, you will learn different types of virtual try-on:

• Virtual try-on for makeup

The best example of AR in marketing is the virtual try-on for makeup products. Purchasing makeup products online becomes a challenging task for users. Most users don’t know their appearance after applying the makeup. However, the virtual try-on for makeup makes it easy for users to select a product. So, this technology becomes extremely helpful when trying different lipstick shades. The same is applicable for the concealer or foundation. 

The virtual try-on for makeup uses AR frameworks and AI technology to segment the face zones correctly. For example, many apps use ARFaceGeometry to get a detailed analogy of a face. Thus, it becomes easy to apply cosmetic products properly on the face. It creates an impactful experience of realistic virtual makeup.  

• Virtual try-on for Glasses

With the help of virtual try-on glasses, users can find the right fit and style of glasses before purchasing. It allows the users to try the virtual glasses through their smartphone camera or webcam. This technology uses facial recognition to detect face segmentation. 

For example, FittingBox, a startup using AR for marketing, with the virtual try-on glasses. They use facial landmark detection for face segmentation through a deep learning approach. It includes an annotation format with 68 types of 2D and 3D facial landmarks. The app can recognise and differentiate the eyes, noses, face contours, lips, and eyebrows with this annotation format. 

• Virtual try-on for clothes

The following significant example is the virtual try-on approach to garments. It helps the users to select the right size, style, and fitting of the clothing apparel. Furthermore, they can get the right colours for the clothes with the try-on features. 

However, the try-on for clothing has become more complex than other products like shoes, watches, or glasses. The primary issue is the different body shapes. These apps use deep learning models to recognise body shapes. These models acknowledge the body shape in 3D and also identify the key points from the body joints. Moreover, there are the models of body segmentation and pose estimation. However, these tasks become more complicated due to the changing camera positions of phones and tablets. 

• Virtual try-on for Shoes

The virtual try-on for shoes allows individuals to get a clear visualisation of how the pair of shoes looks on their feet. Thus, it helps them find the right types, colours, and styles based on their personalities. These apps use deep learning technologies to estimate the foot position and structure in 3D space. Once the deep learning model detects the 3D points of the foot, they prepare the 3D model for the foot. Also, the model adjusts the position and size of the virtual shoe model with the 3D foot model. 

However, these try-on techniques for shoes face challenges due to a lack of 3D annotation data. To reduce this issue, businesses can use synthetic data to create photorealistic 3D models of feet. Otherwise, they can use photogrammetry to build 3D scenarios from the 2D views.   

• Virtual try-on for Furniture

The try-on technology for furniture has become a popular AR marketing example. It facilitates both the customers and the retailers. This technology offers users an in-depth visualisation of furniture. Thus, they can try several movements and rotations with try-on to place furniture in their real environment. Also, it lets you get furniture views from several positions and angles. 

Again, the users can scale and size the virtual furniture defending upon their needs. Moreover, some platforms allow testing with various colours and materials to match their preferences. 

Top brands using try-on technology

1. Sephora’s ‘Virtual Artist’ app

The ‘Virtual Artist’ app of Sephora revolutionised the market of cosmetics and beauty products after it had been released. With this app, people can try versatile makeup products after face recognition. The app scans their face, identifies the locations of the eyes and lips, and analyses skin tone and texture. Then, offer ‘try on’ for several makeup looks. Through its innovative app, Sephora enhanced its total sales to USD 3+ billion in 2022 from USD 580 million in 2016. 

The most highlighted feature of this AR marketing app is that it can simulate different lighting conditions. For instance, it can offer low light, daylight, and other conditions to apply your makeup. This feature becomes the game changer for consumers who have to depend only on assumptions before purchasing makeup products online. Also, this app includes several step-by-step makeup guides from professional makeup artists. 

1. Gucci’s AR shoe try-on

Another significant example of augmented marketing is Gucci’s AR shoe try-on. Gucci has introduced this feature in 2017, for the iOS mobile app. As a result, the users tried the most glamorous designs of the Gucci sneakers through this app. The AR filter of this app allows the users to try any pair of shoes and point their mobile camera at their feet. Then, it will ‘put on’ the sneakers on the feet. The users can save or share the output image on social media. Also, it can be captured in photographed mode. Moreover, this program offers several wallpapers and stickers so users can customise the shoes. 

This campaign helped the brand to streamline its e-commerce process and cut down the risk of returns. 

1. Burger King’s ‘Burn That Ad’

Burger King proved that augmented reality ads can be great weapons for thriving in the market. Their augmented reality advertising, called ‘Burn That Ad, ‘ encouraged users to ‘burn’ the ads from competitors and avail themselves of free burgers. Specifically, this ad was a challenge for McDonald’s and other rivals. 

The users had to point their cameras at the McDonald’s ads through this ad. Then, with the power of AR, the McDonald’s ads would catch fire on the Burger King app’s interface. Then, it will reveal a Burger King ad. Also, the users received free coupons for the Whopper burgers in the restaurants. 

With this bold ad campaign, Burger King positioned itself as a market leader and brave brand that is never scared to take risks!

Other real-life applications of AR

• Menues in restaurants 

Many restaurants now use AR-based menus to allow users to visualise the foods before ordering them. These AR menus improve users’ decision-making about what they are supposed to order. Furthermore, these menus enhance overall customer satisfaction. As a result, the number of complaints decreased. 

• AR experience from the digital marketers 

Digital marketers and publishers use QR codes to enhance the reach of their target audience through print ads. You just have to scan their QR codes from print ads or product packages, and you will navigate to the exciting stories of their brands. For instance, W Magazine offered the Beyond the Page app to give users access to the behind-the-interview scenes. This approach increases user engagement. 

Moreover, you can find several AR in marketing apps across the tourism, retail, healthcare, manufacturing, and other industries. 

Source

Benefits of AR marketing

• Enhanced engagement

The most significant benefit of  AR is that it has the vast potential to increase user engagement. Whether you want to create an app’s feature, entertainment, or e-commerce solution, AR will nail it. As a result, you will get additional benefits such as an increment in brand trust and buyer confidence and a more significant engagement that results in a strong emotional connection between you and your audience.

• Test new products

A study from Harvard Business School in 2017 showed that 30000+ new products are launched worldwide each year. But 80% of those products failed. Thus, many businesses apply AR to test the products during their development phase and collect end-user feedback. If they get positive feedback, they will launch the product. Otherwise, they will eliminate the products to avoid the burden of unnecessary costs of failed products. 

• Create competitiveness

Users are more likely to respond to product ads that contain potent visuals. It can be brochures, carousels,  or PowerPoint presentations. However, having 360-degree visuals with augmented reality will take your advertisement effort to the next level. A study from threekit reveals that 61% of consumers prefer retailers enabling AR experiences. 

• Reduce returns

AR allows users to test and try the products without spending a penny. It helps to understand whether the products fulfil their needs or not. Thus, it reduces the chances of product returns. This way, businesses can streamline their return management operation and cut costs. 

• Encourage purchase 

AR can create feelings in a real environment. So, from testing the driving of new cars to checking out the new design of dresses, we have become more interactive with AR. These result in more purchases.

• Reach a larger audience

In the old days, people learned from audio (e.g. radio) and visual (e.g. television) ads. However, AR enables all the user learning methods – audio, visual, and kinesthetic. Thus, apart from the audio and visual parts, users can achieve a hands-on learning experience through AR. So, when a platform implements this approach, it will reach a broad range of learners who prefer all three learning methods. 

How do you measure the quality of an AR app?

To build the best AR app, businesses should consider the following criteria –

• Ease of usage: The utmost criteria for an AR marketing app is that it should have an easy-to-use UI. 
• Integrable with all platforms: These apps should be integrable with all devices. 
• Hyper-realistic 3D models: The AR apps must consist of the 3D models of the products. So, ensure those models are realistic and provide users with a seamless, immersive experience. 
• Prioritise WebAR: The latest web-based AR technology offers technical features. There are six degrees of freedom: scene understanding, camera stream access, and a cloud-based content management system. These eliminate the need to download an app-based AR technology. 
• Updates: The app should enable continuous updates. Also, ensure that the users can easily access those updates whenever required. 
• Provide how-to-guide: The best AR app must have several demos and video tutorials to educate the users about the usage of the app. 

Conclusion

The COVID-19 pandemic has already transformed e-commerce by several years. At this time, e-commerce brands have adopted several technologies for their businesses. These ensure providing a better customer experience. AR has become one of those technologies. Companies that embrace this technology have seen better results in customer engagement. Furthermore, AR contributes to increased sales and revenue. So, to take your business to the next level, you must try AR-based approaches to succeed.

FAQs

• What are the potential uses of AR? 

AR improves user experience by adding 3D visualisation of an environment or object. Thus, the users can feel the actual look of the object in the real world. Currently, AR is used in product visualisation, marketing campaigns, manufacturing, education, logistics, and e-commerce. 

• What is the future of AR marketing? 

The future of AR is shining. It will create more digital advertising strategies and pave the path for new marketing trends. 

• How big is the AR market in 2025?

According to Statista, the AR market will reach 13.8 billion USD in 2025.