Augmented Reality retail

Usage of mobile in Australia and switching on user behavior

Smartphones become one of our daily essentials, there is a research from Deloitte (2016) clearly shows the smartphone ownership in Australia keep rising in the past 3years and in 2016, reaches 84%. Smartphone getting popular because it is not only a phone making calls but also a tool to help us get onto a “smart” lifestyle. By using the smartphone, we can keep updating our friends on social media; we can track our health throughout the day; we can even pay our bills with just a single tap through Apple pay or Android pay using a smartphone. Following the shutdown of Australia’s 2G network and consumer replace their smartphone every on a regular basis of 2-3 year, the smartphone market will still be able to grow in the foreseeable future.
(Deloitte, 2017)













How AR technologies benefit retailer – brandings  

The development of augmented reality (AR) on smartphone camera letting people sees or interacts with the world in a new way. Using mobile channel on marketing is undoubtedly the most powerful way to increase brand awareness since the smartphone usage in Australia is covering over 80% Australians and it may still grow in the future. Through the mass usage of a smartphone in the country, AR technologies are able to interact with a huge number of audiences and the high level of user coverage can bring a valuable opportunity for customer brand engagement.
According to Bowden, the ‘customer engagement’ concept is expected to contribute to developing our understanding of customer experience and/or retention dynamics (2009). AR technology is a one-way communication channel, it allows the brand take full controls of their user experience by designing what they exactly want to show to their audience without any form of distraction. Take snapchat as an example, you can customize your own filter on the application for a specific period of time or event so that people can have engagement on it and create virtual word of mouth or peer to peer recommendation in a short period of time.

Retail experience – GAP. Inc

Photo credited to:
 https://img.purch.com/w/755/aHR0cDovL21lZGlhLmJlc3RvZm1pY3JvLmNvbS9XL1ovNjc3Njk5L29yaWdpbmFsL2dhcC1hci1hcHAuanBn











Augmented reality brings vertical information into reality using the mobile camera and there are more brands implying this technology on their shopping platform to enhance customer shopping experience. GAP- One of the top international apparel brand, they announced their new “Dressing Room” app is coming on Google play store. Apart from the traditional online shopping platform by just showing model displaying certain products, this application uses 3-D measurement software allows customer try on the product using virtual dummy on their smartphones and see how the product actually look like on the body. Also, they can also be able to compare different sizes of the product on this app.
As this technology start getting wildly used and accepted by customers, marketers can expect more opportunities on consumer engage on brands with cameras. This camera focusing technology brings brand a potential on more shareable and comprehensive brand experience.

Reference

Deloitte (2017). Mobile Consumer Survey 2016 The Australian Cut Hyper connectivity: Clever consumption. Retrieved August 29, 2017, from http://landing.deloitte.com.au/rs/761-IBL-328/images/tmt-mobile-consumer-2016-final-report-101116.pdf

Bowden, J.H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17, 63-74

Comments

Post a Comment

Popular posts from this blog

The use of Augmented Reality

Image
Development in user experience Technologies change the way we experience life. It hastens the speed of the communication process and provides consumers with a channel to give an instant response to what they have received. From newspaper to radio, from PC to mobile, technology breaks down geographic and time limits step by step and offer different options for consumers. What is Augmented Reality (AR)? According to Craig (2013, p.2), “the core essence of an augmented reality experience is that you, the participant, engage in an activity in the same physical world that you engage” (2013). Nowadays, AR engages with users differently. By using mobile devices, users see the world from a new sight throughout Augmented Reality technology. They can use a first person angle to have direct interaction with the targeted audience. Let’s take a look at the biggest hit last year using AR technology - Pokémon Go. The game was released in July 2016, it has been a year from launching but they
Read more

AR in business-to-business marketing

Augmented Reality technology not only applies to business to consumer (B2C) model but also to business on business (B2B). Unlike B2C marketing tend to focus on branding, B2B  marketing  is more focusing on certain products or services in professional and functional manner. In a business perspective, B2B relationships are necessary antecedents for achieving high operating effective ness, high ( on-time ) efficiency, and sustaining profits for each firm in these relationships (Woodside & Baxter, 2013). Therefore, the visual capacity on AR technologies helps to consolidate complicated ideas and present it in a mor e strategic way to the potential client. A new way to pitch business In this digital generation, it is not necessary for the salesperson to carry all the flyers or modeling products to the client meeting. They can basically bring along their mobile devices with customized AR software on, and they are good to go.  For example, using AR software, those Landscape Archi
Read more