The growth of Augmented Reality (AR) in recent years can be attributed to the solutions that can help consumers visualize and experience the products before making the purchase.
The AR technology superimposes computer-generated images on top of the real or current view in real-time to create the blended view that augments the real world. It basically uses the existing environment and adds more information to make new layers of artificial environment. AR applications integrate a variety of tools, from interactive map overlays and virtual showrooms to multiplayer gaming.
The market analysts have predicted that the AR market will have over 1 billion users by 2020. Here are few case studies:
- The Gatwick airport passenger app just won a number of awards for its creative use of AR technology. With the help of more than 2,000 beacons throughout its two terminals, passengers can use the AR maps from their mobile phone to navigate through the airport. As the app matures, it might eventually help improve traffic flow in the airport.
- For those who have purchased furniture and discovered once it was delivered it didn’t work in the space, the Ikea Place app will help you avoid that predicament in the future. The app was built using Apple’s ARKit technology, and it allows you to scan your room and design the space by placing Ikea objects in the digital image of your room to create a new environment with the new products.
- The Dulux Visualiser helps you try out a shade of paint for your room before you buy. Just use your smartphone camera to scan your room and virtually paint it with any color of the rainbow.
- Home improvement store Lowe’s has Measured by Lowe’s, a virtual tape measure that can be used inside and out, and Envisioned by the Mine (owned by Lowe’s) which allows you to place 3D images of furnishings and accessories into your home or commercial space.
- Cosmetic company Sephora uses AR technology to allow customers to try out different looks and eye, lips and cheek products as well as colors right on their own digital face. This is a powerful way to boost sales and to give customers a fun way to try out new looks.
- Rolex inspires it purchases through the virtual try-on experience where prospective customers can try out different styles and models.
- In critical situations, augmented reality applications can deliver real-time information to the treatment area to support diagnosis, surgery and treatment plans. Surgeons can plan procedures before making the first cut, models can be made of tumors, and AR diagnostic tools can model disease conditions. Deloitte Research asserts that AR will disrupt the business model and operations of healthcare.
- AR can also be used for fun or to engage with customers such as the Bic DrawyBook app or teeth brushing games from Georgia-Pacific’s Dixie brand.
Augmented Reality applications are being utilized by brands in many creative ways to position their brands differently and engage the customers in ways unimaginable. Partner with Integrated Marketing to find creative ways to utilize AR in your marketing mix!