Augmented Reality is the New Marketing Trend in E-Commerce
Augmented Reality and E-Commerce
As the term suggests, ‘augmented reality’ is the augmentation of reality, by which the technology super-imposes computer-generated perceptual information, in the form of visual, audio, haptic, olfaction and somato-sensory, in more than 1 dimension.
The implementation of AR in e-commerce is an upgradation of e-commerce to the next generation. Consumers’ keenness to try out things online in the best way possible before actually making the purchase has paved way for AR to spread its roots in e-commerce.
Enhanced Customer Experience (CX) via Visualization
Augmented Reality (AR) enables consumers to visualize an object multi-dimensionally, thereby, offering the consumers today’s most interactive preview model. AR renders consumers an immersive experience by getting them to explore distinctive dimensions. For instance, a consumer can get into a car and witness the car’s look/feel, ergonomics and features, than merely reading about those, looking at photographs or watching videos.
The psychology of AR Marketing
Consumers who at least know a gist of the concept of AR generally seem to be excited before actually experiencing it. From the very initial moment into AR, consumers are thoroughly intrigued. When consumers engage in an interaction with the digital model of a product, they start developing a psychological bond between the product and themselves. They urge themselves to know more, explore more and discover more about the product. This bond, from the other way around, drives the consumer to develop a liking towards the product, thereby, convincing them to make a potential purchase.
A-Commerce reduces return rates
Reducing return rates, that is, reducing the number of consumers returning products purchased online due to dissatisfaction, is a big challenge in e-commerce. Majority of the sellers do replace defective products with proper ones for their consumers. But, there is nothing much a seller can do when a product has fallen short of its specifications, features and guarantees from the consumers’ perspective, post purchase.
The authenticity of offering CX (Customer Experience) by means of AR is top-notch, when compared to that of traditional e-commerce techniques. By means of AR-driven CX, consumers are brought much closer to the products, on digital premises. So, the probability of the consumers’ requirements and the products going hand in hand is tremendously high. Subsequently, the return rates also drop down drastically in the case of AR-driven CX than that of traditional e-commerce techniques.
AR tends to increase the average visiting time
A recent research in the UK has revealed that the average time new visitors spend on a website that is based on e-commerce is 2 minutes 31 seconds. On the other hand, the same for a website based on a-commerce (augmented commerce), it is 5 minutes 31 seconds. AR-driven CX can hold a consumer’s interest in a product for a longer period than traditional marketing. Eventually, touting online using AR has ample scope to itself.
AR significantly reduces post-sales hassles
Be it commerce or e-commerce, the job of a seller or a manufacturer doesn’t end right after selling their products to consumers. ‘Customer Service’ plays a vital role in the post-sales stage, from the perspectives of both the manufacturer/seller and the consumers. ‘Customer Service’ will directly reflect the quality and reputation of the manufacturer/seller.
AR is not only one of the best solutions to boost marketing and sales, but also to improvise on customer service. Powered by AR, manufacturers can visualize the products sold to consumers and identify the defect much easily than by physical means.
AR can rocket sales online
A recent research has revealed that 61% of the consumers prefer purchasing products from the websites that have implemented AR over the ones that haven’t. From this fact, it is pretty much clear that consumers prefer to try out their products, even on a digital premise. Consumers value the authenticity in marketing by sellers, speaking of which, AR has the upper-hand over traditional e-commerce marketing techniques.
E-Commerce to A-Commerce
Online shoppers gain knowledge about products by means of word-of-mouth and product descriptions, photographs, video demos and reviews on various websites and the mass media. Different consumers have different needs and opinions and no single product can cater to the requirements of all the consumers. This is where AR turns out to be an optimal solution. With AR, sellers can market their products to consumers in the most user-friendly way. Consumers themselves get to evaluate the products in terms of what suits them and what doesn’t. They need not completely depend on what the seller or other consumers say. A-commerce is an extension of or the upgraded digital era of e-commerce, thanks to AR.
AR is a highly potent solution to aggrandize E-Commerce
E-Commerce innovators, for years now, are still scrutinizing the traditional e-commerce marketing techniques to bridge the gap between consumer requirements and product specifications. Today, AR is transforming itself as a solution to bridge that gap, digitally.
With consumers being provided a digital way to visualize and experience their choice of products, the potentiality of those products getting sold online significantly soars up. The co-existence AR powered e-commerce companies and those that aren’t powered by AR eventually has paved way for the AR powered ones to attract ample customers. It’s high time that all e-commerce companies implement AR marketing techniques and compete with the AR powered ones on the digital market.
Discover more e-commerce trends in this article: E-commerce, what you need to know.