Augmented reality has been one of the “next big things” for the last decade. But its raise never been higher than now.
Technology improvements during the last five years, slowly but surely, showed that the technology is starting to win hearts of both brands and customers.
In 2017 one of the big steps forward for augmented reality was made. It was when the addition of ARKit to the iOS 11 update suddenly brought a vastly-improved augmented reality experience to millions of users, globally.
It was great time for the Ikea Place app to shine. The app allowed users to virtually trial 2,000 of the retailer’s products in their homes using augmented reality.
Then Ikea worked on Ikea Studio, which once again promises to be a big step forward for the use of the AR. Ikea Studio users will be able to scan, design and experiment with whole rooms creating shareable and shoppable virtual places made up of photo-realistic 3D objects.
AR add real value to key moments in the customer journey. It can drive traffic to and around physical locations, it’s offering next generation virtual try-on experiences and creates immersive brand engagement that blends the physical and digital worlds.
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Nike has launched an augmented reality experience at its House of Innovation store in New York. They educate shoppers about its All Conditions Gear range of outerwear clothing. Store visitors can use their phones to scan a QR code to open a checklist of tasks on a geofenced microsite. Visitors are moving around the collection’s displays, scanning AR markers to launch different pieces of content and challenges. When their checklist is completed, a store associate bring them a physical gift to take home.
Brands like Gucci and The North Face have collaborated on a collection of outerwear that is also available virtually within the popular mobile game Pokémon GO. Game users can get for their avatars items of the virtual collection for free. All they need to do is to visit one of 100 real-world locations in major cities around the world.
Bacardi has created a new AR-based Snapchat challenge. Users unlock additional content by completing different dance moves. The Bacardi Snapchat Lens is powered by AR 3D Full Body-Tracking technology, which scans user’s joints and recognises when they have carried out specific tasks. When the user complete the dance, more layers of the song are unlocked, creating an exciting experience.
H&M with Irish designer Simone Rocha has create an AR-powered pop-up book featuring a range of models and celebrities. Because of the pandemic a brand was unable to host a physical launch party so they worked with artist Wei Wei to create an immersive experience that brings the collection to life in people’s homes.
When you flip through the book, a pop-up scene jumps out of the pages, you are instructed to scan QR codes to unlock augmented reality features. This creates a mixed reality experience where AR versions of models are wearing clothes from the collection while dancing around the set provided by the physical pop-up book.
Nike has started using AR holographic avatars to allow online shoppers to see how well its clothes fit them. While browsing products on the Finish Line ecommerce website, customers can click the Nike Virtual View option in the product details to see the item modelled by an avatar matching their body shape. You can scan a QR code to watch the avatar move around in a life-like way.
Channel has launched Lipscanner. It’s a mobile app that enables users to scan an image to find a matching lipstick colour. The lipstick can then be virtually tried on and purchased, all within their app. Users can share or save photos of themselves virtually trying on the lipstick, and then purchase it directly through the app.
Ikea has launched a shoppable augmented reality game on Snapchat that underlines the ability of its products to reduce clutter in customers’ homes. The set of the game is a messy bedroom with clutter-reducing Ikea products hovering above it. Players must drag and drop each Ikea product to tidy up. Users can find out more info, customise the products, and click through to purchase the items in the Ikea online store.
Sounds promising, right?
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