In a world of digitized transactions, face-to-face commerce can feel downright old school. We’ve grown accustomed to the convenient wealth of information available to us as part of the online consumer journey. Of course, this has made a web presence imperative to every successful marketing strategy. But there are plenty of industries which still rely heavily on in-person interactions. Fortunately, these established touchpoints can now leverage augmented reality (AR) technology to create customized engagement opportunities able to compete with the unique experiences brands can offer via the Internet.
AR is a real-time view of the physical world that has been altered with computer-generated stimuli such as graphics, video or sound. AR marketing enhances consumer encounters with personalized content that fosters a meaningful connection. And it can do so across industries where live exchanges with consumers inevitably mean more revenue. Here are three traditional in-person experiences that could stand to benefit from the modernization inherent in augmented reality.
1. Brick and mortar shops.
With competition from delivery services like Peapod and AmazonFresh, customer retention is of utmost importance to conventional grocery stores. Some chains have rolled out loyalty cards to satisfy their customers’ needs by tracking and offering discounts on frequently purchased items…and to give their cashiers more things to ask you about during checkout. According to Supermarket News, when retailers use shopper data mined from such programs and apply it to pricing, promotions and assortment, they can see a 4%-7% increase in gross profits.
Now imagine a customer loyalty platform which allows access to additional layers of purchaser information by incorporating augmented reality marketing in the form of personalized touchpoints that build a bond between the consumer and retailer. A PwC poll showed that 52% of respondents felt the in-store experience is a major feature that brings them back. So an app that scans the produce section, offering tips to help pick the freshest fruits and vegetables, or gives meal prep advice and side dish suggestions when selecting meats would give the store a competitive edge over its e-retailer counterparts by adding value to the shopping trip.
2. The real estate industry.
The real estate industry could use AR technology to take the home buying experience to the next level. Currently, agents spend up to $2,500 “staging” a property for potential purchasers by making it look like a cozy and comfortable model home, not unlike you do the first time you plan to invite a date back to your place. Tactics may include depersonalizing and decluttering or minimalizing furniture to show off the size of the space. By positioning a property in its best possible light, it will spend 72 percent less time on the market and generally sell for more money according to the Real Estate Staging Association.
But what if staging could be customized based on applying buyer preferences with augmented reality technology? A family likely to update a traditional home with modern design elements could view these modifications through a realtor’s AR app, or they could turn what was a basic guest room into an inviting children’s playroom by seeing bright colors on the walls and an overflowing toy chest. An empty backyard could be altered with images of a perfectly placed fire pit or a party-friendly pool and hot tub. By offering these visualizations, augmented reality tools can take buyers beyond the limitations of virtual video tours, actively making a house for sale feel less like someone else’s space and more like their very own dream home.
3. Entertainment and event marketing.
An effective hashtag can be crucial to promoting an event as these callouts help attendees organize their experiences and stay virtually connected to the occasion, which is why bridezillas now agonize over generating the perfect one. Better still is for marketers to actually provide participants with unique content they can share via social media to pique their friends’ and followers’ interest in what they’re up to.
An augmented reality application could easily place the image of a concert-goer on center stage right next to the performer, allowing them to forgo the expensive meet and greet tickets to get virtually up close and personal with their favorite singer or band. Similar technology could layer a photo of an excited football fan into a shot of the end zone without the risk of getting tackled by players twice his size. By including a feature that allows these generated photos to be screengrabbed and shared straight to Facebook, Instagram, etc. the interactivity of the event has been heightened with unique pictures far surpassing the average cell phone shots taken at concerts and games. Given that a Ticketfly study showed that almost a third of 18-34-year-olds are using their phones during half of an event or longer, organizers can and should be using AR to steer this usage in a way that will help sell future tickets.
From small businesses to large events, a variety of traditional industries could stand to benefit from these unprecedented augmented reality marketing opportunities. The sky truly is the limit, and it could very easily be augmented, by any organizations willing to take advantage of AR.