One of the major difficulties faced by retail companies is the lack of conversion in the face of increasing competition, where customers are increasingly comparing products at different sites. So how can we make a difference? At Charpstar, we believe that augmented reality can change the business we know today, by reinforcing the omnichannel strategy through Charpstar’s InPlace WebAR.
Individuals visiting the site or store can be divided into two categories. Some of them are looking for something specific and have a real desire to buy. Another part of it is “window shopping” and buys on the spur of the moment. When a salesman is in front of a customer, he has the possibility to respond instantly and to guide the buyer’s decisions. On a website it is a little more complex to establish this connection with users. An omni-channel strategy places consumer expectations at the centre of the entire strategy. For example, an omni-consumer wants to be able to take information from social networks, try the product in store, have it delivered to their home, or try a product they have seen in their home store. Augmented reality offers the user what he needs to make the purchase: reflection of reality, visualisation, interaction. An effective omni-channel strategy consolidates resources to connect all channels together and provide a better customer experience.
In store, the shelving, the display case and the music creates a harmonious and coherent atmosphere with the company’s identity. A store, unlike e-commerce, is limited by the offer, it offers a limited number of references. To renew and personalize the offer, a physical store must offer customers a fun experience, such as augmented reality. We can imagine a space dedicated to visualizing products in augmented reality, so the store has the possibility to present all these products, offering an immersive experience to customers. Augmented reality can also help salespeople to provide better advice to the customers, it is conceivable that customers hesitate between several products and send them the link to the Augmented Reality product as a message for them to try it at home. Stores remain a key issue in a business strategy since the conversion rate is generally higher. It is also a key place to succeed in an omnichannel strategy, especially for “Click and Collect”. A store, unlike e-commerce, is limited by the offer, it offers a limited number of references. To renew and personalize the offer, a physical store must offer customers a fun experience, such as augmented reality.
Out Store, it is more complex to reproduce this state of mind conducive to buying, first because the visualization of products is in 2D and the transitions from one page to another are not as smooth as a walk in the store. Some e-commerce sites have poor and/or unrealistic designs, the customer lacks information about the appearance of the product and makes bad purchases. Users are increasingly demanding on the quality of information and the speed to find, so it becomes necessary to provide them with what they need to make a purchase. The first step is to have an attractive visual that is consistent with the brand identity, it should not be forgotten that behind each click on a website is hidden a part of emotion/impression/feeling, that the creator of the website can model by adapting to its target. Now that the user is on the product page, he can know the dimensions, colours and price, but the tough competition nowadays requires a total experience to convince him of the purchase. By inserting augmented reality, it will optimize the customer experience and bring customers the 3D visualization they did not previously have on websites. And so, offering to reproduce not only a reproduction of the atmosphere in the store but also in its environment, which makes the approach personalized.