The joint venture from T-Mobile, Verizon, and AT&T has now finally launched throughout the U.S.

The approach of the Isis mobile payments wallet launch was first reported by Mobile Commerce Press from the Money2020 event, and now the day has finally come in which the service has rolled out across the United States so that users will be able to use their devices to pay for their purchases.

Now the market is wondering whether or not Isis will be any more successful than its many competitors.

Although there are around 40 handsets that are considered to be compatible with Isis mobile payments, they still represent a considerable minority of the devices currently owned by Americans. This has generated significant skepticism as to whether or not the carrier backed venture will have any more luck than its primary competition, Google Wallets, which remains primary little known and little used.

Furthermore, there are many other barriers to adoption presented by this mobile payments method.

Even among consumers who do have the right type of smartphones – which are exclusively Android based and require specific types of technology – using this mobile payments system isn’t merely a matter of obtaining the wallet app. Though an app is required from the Play Store in order to use the service, there is also a physical update that must be made to the device before purchases can be made.

In order to use the “contactless” mobile payments from Isis, the smartphone user with the right kind of Android device will need to head to AT&T, T-Mobile, or Verizon Wireless in order to obtain an “enhanced” SIM card in order to improve the security on the device so that it will be possible to safely use the service. Once that card has been activated, then credit and debit cards can be added to the digital wallet, and the consumer can find retailers, restaurants, and other locations which accept this form of transaction.

The number of shoppers across the United States who will actually choose to make this effort to select Isis mobile payments over others – or traditional card and cash-based methods – has yet to be seen.

Today innovation trends influence significantly the marketing strategy.

Mobile devices became a vital element of a sales process, being used in decision-making processes. Following the trend, augmented reality has emerged as an innovative tool that allows brands to interact with consumers on their mobile devices. AR creates new digital experience that enriches the relationship between a consumer and a brand and can be used in any location – through PC at home, mobile devices or kiosks in stores.

Retailers have traditionally relied on print advertising campaigns or other media to promote products. Being divided in the past, print, media and in-store marketing efforts are merged today into the comprehensive consumer experience via augmented reality. Integration of augmented reality in marketing efforts aims to build consumer relationship, boost sales, and add value to the shopper experience. Retailers are getting the chance to attract their target audience by means multiple traditional and non-traditional interactions.

Here are top ten ways augmented reality can help retailers (with examples):

1. Improves conversion rates and reduces returns for clothing stores – Virtual fitting room (J.C.Penney)

Increased online conversion rate and reduced returns lead to an improved company’s profitability.

http://youtu.be/fhjuZMEJ4-U

2. Optimizes warehouse space (SAP & Vuzix)

Augmented reality can improve navigation around warehouse territory when big spaces and a lot of inventory items are involved.

http://youtu.be/9Wv9k_ssLcI

3. Combines traditional retail experience and e-commerce (Yihaodian & O&M)

The creation of virtual retail stores of any size makes it possible to stay closer to the customers with no inventory costs and long lines.

http://youtu.be/hJqIpIlR3nI

4. Enhances brand recognition (Cosmos(Tavria-V))

Gamification added to the physical products helps to engage customers with a product and works as an incentive to a quicker purchase.

http://youtu.be/qBuMCPYyRmQ

5. Empowers advertising campaigns (VW)

Brands can incorporate AR experience into an advert which directs the user to the additional web content, product video, coupons etc.

http://youtu.be/KRA0SZhKNyo

6. Lets customers “try” before they buy with a 3D product preview (Lego)

The product demonstration may not be as high pressure as a pitch situation but it is still a selling opportunity. AR experience can make an engaging alternative in situations when it is impossible to demonstrate a real product.

http://www.youtube.com/watch?v=8UxWkZtUKaI

7. Displays additional information about products shown, enriches shopping experience (IBM Research)

Anything from nutritional information to a virtual coupon that customers can redeem at check out can be incorporated with augmented reality.

http://www.youtube.com/watch?v=EAVtHjzQnqY

8. Searches for deals around (Valpak)

Augmented reality functionality helps merchants’ offers get found and used by consumers.

http://www.youtube.com/watch?v=lSFpnJpNHkk

9. Visualizes product catalogs  (IKEA)

The “projected” catalog items give a customer a real-time, scale view of what the product would look like in their space.

http://www.youtube.com/watch?v=vDNzTasuYEw

10. Brings customers inside a store (Hugo Boss)

AR-enabled store windows entertain potential customers and make them wonder what’s inside.

http://www.youtube.com/watch?v=4q4Aew-zx3w

Technologies are emerging with a speed of light. Companies that are open to new opportunities and adopt trending technologies for business development are the most likely to grow their revenue and market share.

Augmented reality marketing and retail are fairly new, although we can see the significant growth of successful campaigns over the recent years. Retail is a very attractive field to explore Augmented Reality because the results can be seen in real figures, live feedbacks from the customers and often get viral exposure due to its novelty. The examples listed above talk for themselves. We anticipate new impressive campaigns in augmented reality retail and believe it will soon become a crucial tool in the marketing technology set.

Author:

Dariia Gaioshko – Product Marketing Manager at Augmented Pixels – Odessa, Ukraine