Capturing the interest of consumers and establishing a connection with them has become the primary challenge for companies. In this context, immersive technologies present disruptive formats that, being accessible and tangible, directly engage with users.
Today, society is going through a unique moment, forcing sectors like communication and marketing to rethink their strategies and approach to the public. We live in a time where people have access to an unprecedented amount of information and receive constant incentives through social networks and the web.
However, in this context and in most cases, the shopping experience in E-commerce still largely involves observing photos or watching a video aimed at convincing people to buy a certain product.
It’s worth asking whether there are more innovative ways to carry out effective and captivating sales processes for users, and fortunately, the answer is yes. Through the use of Augmented Reality, we are witnessing a new way of shopping.
This new immersive and interactive phase of E-commerce has already arrived and is making its way among the leading consumer brands internationally. To a large extent, this phenomenon is due to Augmented Reality demonstrating its ability to capture users’ attention, interest, and recall, which is then reflected in sales.
Why incorporating Augmented Reality into your E-commerce is a good decision?
Firstly, there are numerous studies highlighting the positive impact of using immersive technologies in sales processes. For instance, according to a Shopify study, the conversion rate of products with Augmented Reality is 94% higher than those without.
A fundamental aspect explaining this figure is that Augmented Reality offers the possibility to try before buying, using nothing more than a smartphone or tablet.
On the one hand, Augmented Reality applied to E-commerce makes user interaction less transactional, immersing them in an interactive experience that encourages navigation and exploration of specially designed content.
In this aspect, according to the Accenture Interactive 2020 Experiences Survey, 47% of consumers state that immersive technologies make them feel more connected to products and/or brands.
But that’s not all: a study by Daymon showed that 40% of consumers are willing to pay more for a product if they can explore it through Augmented Reality.
A success story that demonstrates the key role of Augmented Reality in the sales process was carried out by CamOn in collaboration with Liverpool, a store in Mexico. The results exceeded traditional format reach indicators by 40%.
The key was innovation: CamOn created virtual testers for 10 appliances, and the store used them to create digital advertisements on the web and social media. This way, users who clicked on the ads could see a hyper-realistic 3D version of their desired item and try it out in their homes.
Lastly, it’s important to mention that Augmented Reality applied to E-commerce has multiple forms of use and exploitation, and it’s not limited to a specific sector of the market. Instead, its scope is expanding more and more, providing a greater variety of solutions and opportunities for all kinds of products and services.
