For many marketing teams and CMOs, Augmented Reality might not be first on the list of new technologies to implement into the marketing mix. However, many companies had taken the opportunity to use AR in their marketing strategies, resulting in competitive advantages, successful campaigns and higher volumes.
These forward-looking brands had managed to eliminate the risk on being invisible! They maintained direct contact with their customers – gaining loyal customers- through creating exciting and immersive customer experience.
So, let’s take a look at these interesting examples of brands using Augmented Reality in their Marketing Strategies:
- NIKE: Using AR to find the right fit for you.
Using the AR feature, Nike says it can measure each foot individually — the size, shape, and volume — with accuracy within 2 millimeters and then suggest the specific size of Nike shoe for the style that you’re looking at.
With the foot size determined, the app automatically filters shoe sizes as customers browse Nike’s catalog, applying a different shoe size for certain categories based on usage. For instance, running shoes call for a tighter fit than a casual sneaker.
“Nike Fit is a transformative solution and an industry first, using a digital technology to solve for massive customer friction,” the company stated in a blog post. “In the short term, Nike Fit will improve the way Nike designs, manufactures and sells shoes better tailored to match consumer needs”. These statements show the company’s great confidence in the technology.
2. IKEA: Using AR to try before you buy.
This example is widely talked about as one of the most successful stories for using AR in furniture industry. Swedish furniture retailer IKEA collaborated with Apple on the AR ‘IKEA place’ app to help e-commerce shoppers visualize with 98% accuracy how items might fit their homes as they browse online. Launched in the fall of 2017, the IKEA Place app help shoppers to see how more than 2,000 furniture items would look inside or outside their own homes.
In a future version of the app, users will even be able to click on a virtual sofa to see how big it is when expanded into a sofa bed. This use of AR can really facilitate the buyer’s journey for IKEA customers. Talk about informed buying decisions!
If you’re a brand trying to make a sale, it’ll be harder to stand out from the competition. Every time a consumer looks up lipstick, they’ll be given thousands of options to choose from. French beauty brand L’Oréal teamed up with Amazon to address this problem. On the platform, they launched an AI-powered application from ModiFace, an AR company they acquired last year that specializes in beauty. ModiFace gives Amazon customers the opportunity to try on makeup virtually. Using the smartphone’s mobile camera, the app overlays beauty products onto live videos or photos, enabling virtual makeup try-ons.
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