‘How Brands Must Adapt to AR Rising Strategies’

‘How Brands Must Adapt to AR Rising Strategies’

At this very moment, many brands worldwide are wondering how they could exploit AR to increase Marketing and Branding Strategies and how to let consumers use and interact with this new edge of technology.

The Mindshare Layered Report reveals that a third (33%) of consumers believe AR would help them to narrow down choices when shopping.

According to this research by Mindshare UK, AR will evolve from one-off ‘surprise and delight’ moments to provide everyday utility and practical value, right across the consumer journey.  This could include helping people visualise how products look in their home, locating products in-store through wayfinding applications, or getting more out of a product post-purchase through usage guidance.

So trading, retail and e-commerce future will be “Layered”!

Products and other physical objects will contain additional layers of digital content or information and the 55% of interviewed people declared the will to point their phone at any object and receive information about it.

Recent Neuromarketing studies revealed that AR generates almost double the levels of engagement amongst consumers compared to their non-AR equivalent.

In the end, interesting percentages of interviewed consumers would prefer to experience AR through hands-free smart glasses even through their mobile phone.

The report identifies 4 trends that will shape how consumers embrace augmented reality.

  • “Surprise and delight” to everyday utility

Until now, AR applications have largely been used to give people a bite-sized dose of fun through face filters, games or playful print ad activations.

  • Layering

People will start to expect the physical surfaces around them to be embedded with additional layers of interactive content.

  • Surfacing

AR will increasingly enable the proactive ‘surfacing’ of personalised, contextual content without the user initiating it.

  • Flowing

As Artificial Intelligence ushers in an ‘age of assistance’ and helps life flow more smoothly, AR (and AR smart glasses) will become key tools.

AR technology allows a fully immersive experience which generates an increasing consumers engagement even if in-app or the in-store environment. This could be a great revolution for brands which point their strength in creating a unique customer experience.

Moreover, the majority part of respondents believes that AR would be most useful if it ‘can figure out the right information to show me at the right time all by itself’.

In the next five to ten years we expect a new form of AR glasses to emerge which will enable an always-on scanning of the environment, identifying objects and overlaying related content. Already over 25% of people prefer AR glasses over the mobile phone screen for wayfinding, ‘how-to’ and ‘try before you buy’ experiences.

This preference is even stronger amongst people who have already experienced AR.

Giulia Giri