Advances in augmented reality technologies in commerce

November 27, 2023

In today’s modern era, technology is not just a tool, but an inseparable aspect of our lives, revolutionizing the way we communicate, work, and shop. Among these innovations, augmented reality (AR) stands out as a groundbreaking technology that is transforming commerce. Its advancements have created new shopping experiences, making the purchasing journey more interactive and immersive. This article delves into the recent developments in AR technology in the commerce sector.

Enhancing Online Shopping Experience

In the wake of the digital revolution, online shopping has become the new normal. However, one of the common challenges is the inability to visualize the product in a real-world environment. This is where augmented reality steps in.

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AR technology provides a virtual try-on experience for shoppers. Companies like Warby Parker have already implemented AR to let customers try on glasses virtually before purchasing. Moreover, IKEA’s AR app, IKEA Place, allows users to visualize how furniture would look and fit in their homes.

These advancements give customers a more engaging and satisfying shopping experience, reducing the uncertainty associated with online shopping. They also decrease the likelihood of product returns, as customers can see how the product looks or fits before making a purchase.

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Personalizing the In-Store Experience

While AR is enhancing the online shopping experience, it is also revolutionizing the in-store shopping experience by providing personalized and interactive experiences.

Global retail giant, ZARA, for example, introduced an AR app where customers can point their phones at the store display or sensor-enabled tags, and see models showcasing the outfits. This not only brings clothing to life but also provides a unique shopping experience.

Additionally, AR can help customers navigate stores more efficiently. Home improvement store, Lowe’s, has implemented AR technology to help shoppers find the products they are looking for. Customers can use the Lowe’s app to view a digital map of the store and even follow a virtual line on the floor to their desired product.

Streamlining Retail Operations

Apart from enhancing customer experience, AR is also proving to be a powerful tool for streamlining retail operations.

AR can assist in warehouse management by providing workers with real-time information about inventory levels and product locations. DHL, for example, has implemented smart glasses for their warehouse workers, which provide visual displays of order picking instructions, improving speed and accuracy.

Moreover, AR can support retail training programs. Retail workers can use AR to learn how to perform tasks, reducing the time and cost associated with traditional training methods. Walmart, for instance, uses "Virtual Reality Training Academies" where employees train using VR headsets.

Facilitating Product Design and Development

One of the significant advantages of AR technology is its application in product design and development.

AR helps designers visualize their ideas in a real-world context without the need for physical prototypes. This not only speeds up the design process but also reduces the costs associated with prototyping and testing.

Companies like Ford use AR in their design process. Designers can overlay virtual designs on physical car models, allowing them to make instant changes and see how new features would look in reality.

Driving Marketing Innovations

AR is also making waves in the marketing world, providing brands with innovative ways to engage with their audience.

AR can make advertisements more interactive and immersive. For example, Pepsi Max’s ‘Unbelievable’ campaign used AR to create a unique bus stop advertisement, where the glass of the bus stop was transformed into an AR screen showing a variety of incredible scenarios, like a robot invasion or a tiger running down the street.

Furthermore, AR can be used for product demonstrations. L’Oréal, for instance, uses AR to let customers virtually try on makeup products, providing a fun and engaging way to showcase their products.

Today’s commerce sector is witnessing a significant shift due to AR technology. It is not just a trendy gadget or a futuristic concept; it is a powerful tool, transforming the way we shop, design products, market, and operate in the retail sector. The journey of AR in commerce has only just begun, and it promises to shape the future of the industry.

Revolutionizing Customer Service with Augmented Reality

In addition to improving shopping experiences and streamlining operations, AR technology is making a significant impact on customer service in the retail sector.

Customer service forms the backbone of any successful business, and AR is giving it a new dimension. In this digital age, customers expect instant responses and solutions. The use of AR can enhance customer service by providing immediate, interactive help to customers.

Consider Lowe’s Innovation Labs’ Holoroom Test Drive, an AR tool which allows customers to learn about and test products in a controlled virtual environment before making a purchase. By projecting a life-size model of a product, consumers can see how it works, understand its features, and handle it virtually.

In the same vein, AR can also aid in troubleshooting. For instance, Hyundai has developed an AR manual that allows car owners to understand and solve minor car problems. By pointing their smartphone at the car engine, they can identify different parts and see how to fix issues.

AR also opens up the possibility of virtual customer service assistants. These AR assistants can provide personalized, real-time solutions to customer queries, improving customer satisfaction and loyalty.

Augmented Reality: A New Era in Commerce

In conclusion, augmented reality is not just a fleeting trend in commerce. It has rapidly evolved to become an integral part of the shopping experience, transforming the way businesses operate, and revolutionizing how customers interact with products and services.

Through AR, businesses are able to offer a more immersive, interactive, and personalized shopping experience, whether online or in-store. From virtual try-ons to AR navigation, this technology is making shopping more convenient and enjoyable for consumers.

On the operational side, AR is streamlining processes, enhancing efficiency, and reducing costs. Whether it’s warehouse management, employee training, or product design, AR is proving to be a valuable tool for businesses.

Moreover, AR is driving marketing innovations and enhancing customer service, providing brands with new ways to engage with their audience and meet customer needs.

As AR technology continues to advance and become more accessible, its impact on commerce will only grow. Businesses that embrace AR will not only stay ahead of the curve but can also shape the future of retail. Augmented reality technology is indeed ushering in a new era in commerce. The future of shopping is here, and it is augmented.