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PRIDEX Group is a professional construction company that provides a full cycle of design, construction and engineering equipment of commercial real estate, which occupies a leading position in the Russian Fit -out market.
Amcham Russia
Amcham Russia
ABD ArchitectsAr_dlya_onlayn-biznesa_kak_vnedrit_dopolnennuyu_realnost.
AR for online business: how to introduce augmented reality.
The relevance of AR mechanics for retail and online business. Augmented reality market research, technology itself and its capabilities for e-commerce
Augmented reality market: how to introduce AR for online business
- Phygitalism, a developer of visual solutions based on AR/VR/ML Technologies, has issued a research collection in which they collected the most important information about the supplemented reality market, about the technology itself and its capabilities for e-commerce and retail. We have identified the most important research points.
- Why is AR relevant for retail?
- As a tool for showing digital objects on the device screen, augmented reality is used to visualize and demonstrate any product and object. The number of AR users is growing every year – according to forecasts in 2021, it will reach 811 million, and the augmented reality itself helps to improve the experience of interacting with the client, increase sales and reduce the risks of returning goods.
- What benefit does AR bring for brands?
- World brands, such as Coca-Cola, Pepsi, Apple, Burger King and Lego, are increasingly using AR in their communication and marketing campaigns. Using augmented reality, they demonstrate USPs of goods, stimulate the purchase and achieve:
- increased sales,
- increase in the coverage of measures,
increasing the awareness of the brand,
increasing the involvement of the target audience,
attracting attention to the brand,
brand memorization growth,
Generation of UGC content.
Augmented reality mechanics
The correct choice of content show is one of the key indicators for the successful implementation of AR in business. The comfort of interaction with AR will depend on this, and the possible options for playing goods are revealed in the collection-study.
For online business and presentation of goods, the most convenient is the mechanics of linking the object to the plane, since in the content to view content you only need a phone and free space around. This mechanics is often used to show furniture and fitting goods in the interior.
There is also a marker binding mechanic, which is most often used at trade shows or for converting print materials and advertising. The geolocation mechanics are used for navigation in trading floors and stores, and portals can be used to create a virtual copy of stores. Binding to a physical object is relevant for the presentation of USP directly on the product.
Augmented Reality Capabilities
One of the hallmarks of AR is going beyond the usual through visual effects. Adding product fade effects, changing the environment, or integrating augmented reality to promote a company using realistic models are just some of what the technology is capable of now. With AR, retailers can host fashion shows, create virtual fitting rooms, integrate entire stores into an AR portal, and give shoppers the ability to change the interior of their home in real time.
Platforms for implementation
Augmented reality is popular and relevant due to its accessibility – we only need a smartphone to interact. The success of AR implementation, however, also depends on the chosen platform.
For native integration of augmented reality, it is recommended to use web platforms, since the user will not need to download the application or go anywhere, which means that the entry threshold will be low.
The mobile app is very powerful for displaying high quality items and is great for furniture retailers.
Augmented reality in social networks (for example, Instagram (the organization is recognized as extremist, activity on the territory of the Russian Federation is prohibited) and Snapchat) has a higher level of virality, but it has more restrictions on the weight of content, which affects limited functionality – for example, view several objects at once and being able to configure them on these platforms is hardly realizable.
