Improved Reality (AR) and Virtual Reality (VR) make up immersive Reality. The value of this market will reach 1.5 trillion dollars in the world economy in 2030.
Its implementation in your marketing strategy allows you to approach your customers in a new way, present your products in detail. Increase sales, and reduce returns. In this article, we show examples of companies that have already implemented this marketing strategy.
Man With Virtual Reality Glasses
As we already announced in our 2020 marketing trends article, AR and VR play an increasingly important role in e-commerce. Consumers want detailed product information before purchasing, and immersive Reality makes this possible.
Google also confirms the popularity of virtual reality while shopping: 66% of online shoppers around the world are interested in using it while shopping.
In addition. To a good product description, quality images, and positive reviews, AR and VR can greatly help consumers’ purchasing decisions. Offering as much information as probable is the key to increasing your sales and lowering your return rate. Simply put, consumers know exactly what they are buying, and they do so consciously.
But what is the difference between VR and AR? Is this a suitable strategy for your business? Find out in this article!
Difference between Virtual Reality and Augmented Reality
Virtual Reality takes you to another world.
Augmented Reality brings virtual elements into your world.
Let’s go into details now:
Virtual Reality or Virtual Reality erases the environment in which we are to transport ourselves to another. VR uses glasses, headsets, and sticks to create a new reality, and every interaction takes place in this digital world.
Augmented Reality, or augmented reality, “is limited” to enriching Reality by bringing digital elements into the real world. AR does not need special tools. A mobile device prepared with a webcam is enough.
For this last reason, AR is more at hand than VR; not everyone has glasses or specific technological tools, but everyone has a smartphone.
Immersive reality technologies fit into many areas: from classroom education to museums, medical simulations to gaming, and advertising to shopping.
In this article, we will need motivation on the last two points to show you how and why you should implement VR and AR in your marketing strategy.
Advantages of implementing AR and VR in your marketing strategy
They offer a unique and modified shopping experience
Stand out from the competition
Increase brand awareness
Increase customer engagement
Show your product everywhere and in an attractive way
Explain in feature what your product is and what it does
This translates into the essential point for you as an online seller: more sales and fewer returns.
We recommend that you download our free white paper in which we give you tips to reduce the returns of your online store and, at the same time, increase the sales rate:
White paper reduces returns
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Virtual Reality and Augmented Reality in Marketing
Today, there are still many consumers who do not dare to buy online. In addition to distrust of a brand or being reluctant to enter their bank details online, what makes it difficult for users to buy online is not being able to see the product live or touch it before buying it.
That is where VR and AR play an essential role: these technologies allow you to show your product in real life, wherever your customers are.
With Virtual Reality and Augmented Reality, you can accurately present your products in action in everyday life. This allows you to remove any insecurities or doubts from users’ minds. Let us now focus on the differences.
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Examples of Virtual Reality
1. Present your products without having them with you
Imagine the following situation: you are nearby to participate in a fair, and you want to present your new machine, which is very large. For this, it is necessary to reserve a stand of several square meters, organize transport and hire staff to explain the characteristics of the machine.
Or you can present your product with the help of virtual reality.
In addition to saving space, time, and staff, presenting your product through virtual Reality will agree you to leave a lasting impression on visitors.
2. Provide an engaging experience for your customers
Take, for example, the Swedish furniture giant Ikea. In the virtual showroom, visitors can do what they have been doing for years at Ikea, but with extra equipment and in a more comfortable way.
Not only do they enjoy the 360º view in a fully furnished room, but they can also customize it according to their preferences :
This allows consumers to have a clear idea of how their apartment will look before they have to purchase any products.
Another example, less typical but that achieves the goal of remaining well engraved in the minds of those who live this experience is Diesel.
On the occasion of the launch of the new fragrance “Only the brave,” Diesel has organized a campaign in several shopping centers. Courageous contestants gather in the heart of New York City at the height of 150 meters and have to make their way along a ledge to grab a bottle of perfume from a wolf’s mouth.
The result: a 120% increase in sales and excellent media coverage in various newspapers.
In this case, they make the consumer experience as immersive and attractive as possible. The emotions that arise from this “dangerous” experience cause the user to keep the perfume in his memory for a long time.
But not everyone has the budget of Ikea or Diesel. This is why, especially in e-commerce, people tend to prefer an augmented reality strategy.
Examples of Augmented Reality
1. Test your products from home
Perhaps the tremendous potential of augmented reality technology is being able to show your customers your product in action. Wherever they are and at any time.
Many are already taking advantage of this possibility. For example, some opticians offer the opportunity of trying on glasses virtually. The customer, once he has landed on the product page, can activate his webcam and then decide whether to order the drinks or not.
Gucci has also recently launched an app that allows users to try on shoes through augmented Reality virtually:
The result: the customer already knows what to expect from the product, which for you means, once again, fewer returns.
2. Attract customers to your stores (online and offline)
Let’s take makeup as an example. A lipstick can have dozens and dozens of shades, and the only way a customer can try it out is by opening each lipstick and applying each shade. Of course, this is problematic and even impossible in online shopping.
To overcome this obstacle, l’Oréal has created an app that allows its customers to try different products from their mobile devices:
Each look shows the products used so customers can easily find and buy them online or in a physical store.
3. Increase brand awareness and customer loyalty
At a bus stop in London, viewers were treated to an experience where Reality merged with augmented Reality. Meteorites, tigers, UFOs; Pepsi offered them an experience that they will surely not soon forget.
Look at the reaction of the viewers:
If you awaken positive emotions in consumers, you will create a bond between them and your brand.
The so-called emotional marketing is a powerful tool to stimulate the emotionality of a client through an engaging and memorable story, and immersive reality technologies are perfectly adapted to this purpose.
Reading suggestion: Neuromarketing: Techniques to increase sales in your eCommerce
Marketing is constantly looking for new ways to attract the attention of (new) customers by providing them with a personalized shopping experience; VR and AR technologies lend themselves as necessary means to achieve this.
Forerunners of virtual Reality and augmented reality, such as PokémonGo, have already achieved the worldwide success that has made it clear that public interest is open to these technologies.
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