How AR and VR are already changing the landscape of marketing
Since the internet, the marketing landscape has seen a snowball effect of change. Initially wrestling through the clash of digital and traditional media, before the transforming with the growing pains of social media, companies have either kept up or faced obsoletion.
Enter the latest disruptor: augmented and virtual reality.
Australian online fashion retailer, The Iconic, was one notable eCommerce giant to involve augmented reality in a customer’s sales journey. They released their AR tool, ‘Visualise’ late in 2019, which allowed customers to “try on” a sneaker using The Iconic’s shopping app before purchasing. L’Oreal’s virtual makeup stylist offered a similar opportunity, allowing customers to match makeup like lipstick, blush and eyeshadow to their skin tone and features online.
Apart from creating moments of delight for customers, the use of AR solved problems both companies were facing. Using ‘Visualise’, The Iconic were able to reduce their sneaker return rate, lowering related returns costs, while L’Oreal addressed the issue of ‘unhygienic’ makeup testers in store.
When it comes to virtual reality, Audi recently introduced “Holoride: Virtual Reality meets the Real World” which allows those in passenger seats to use virtual reality during their journey.
“We took relevant data points like location, speed, steering, acceleration and braking – and matched these with artificial environments. By doing so, we not only created a perfectly motion-synchronized journey through virtual worlds, but something radically new that entertains backseat passengers in an unseen way,” -Nils Wollny, CEO of Holoride
The VR initiative raises the stakes for the automobile industry and in-car entertainment systems.
Picture Courtesy: forbes.com
Ultimately, it was only a matter of time before various industries recognised and implemented the opportunities AR and VR presented. One with significant potential is the real estate industry. The benefits in being able to show a client a space prior to construction not only allows a greater connection to the space, but helps close the decision-making gap.
Virtual reality software like Virtual& are at the forefront of improving our client’s real estate . Virtual& can read a 3D file to create a VR space that clients can walk through and experience in real time. Using a VR headset, clients can roam through a project in a fully immersive experience.
When it comes to marketing, change has been the only constant. In less than a decade, VR and AR have become a key component of how businesses operate and market themselves, and it’s only just the beginning.