Tag: augmented reality video

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

The printed business publication includes AR technology in its jacket.

Crimson Publishing has partnered up with the Aurasma app in order to add its latest publication to the growing number of books that are including augmented reality features on their covers and in their pages.

In this case, it is on the jacket cover of the business book that the advanced features can be found.

The book will be available for sale as of March 2013. It was written by technology reporter Kate Russell and is entitled Working the Cloud. In order to make the augmented reality feature work, smartphone and tablet users need to download the Aurasma application onto the device. Once it has been installed and opened, the camera of the device must be pointed at the jacket of the book. This launches a video introduction to the book and discusses its contents.

Though still relatively uncommon, the number of print books being published with augmented reality elements is on the grow.

According to the book’s author “I’ve been reporting on this kind of development for a few years and it’s very exciting to now become part of an augmented reality experience myself.” She also went on to say that “It’s like having a video teaser embedded into the cover of a physical book and I’m thrilled to have such a skilled producer as Aurasma working on this with me.”

The augmented reality video uses the technology to make it look as though Russell is crawling her way right out of the graphics and bumping the title letter graphics aside as she prepares to introduce the product.

This is a concept that is quite similar to another publication by Goosebottom Books, called “Horrible Hauntings” which was only recently released. Each of the legendary characters had an augmented reality that made them appear to come to life.

Even the Guinness Book of World Records jumped on the augmented reality bandwagon for its 2013 edition, which added around half a dozen AR elements to its pages for an enhanced experience for its readers. It is expected that as the popularity of smartphones and tablets grow, so will this type of trend.