Augmented Reality improving customer experience

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A hand holding a tablet that shows an augmented reality being projected ton the screen
Image source:  towardsdatascience.com
                                             

When digital information integrates with the physical environment in real-time it is called Augmented reality (AR). It uses multi-sensory technology based on graphic, sounds, images or animation features that allow the conception of a partially artificial environment. These features support the expansion of the normal physical limitations of users and improve the manipulation of information. (Statista, 2021)


In the beginning, this sort of technology was high-priced, unstable and demanding to reproduce. With mass industrialised parts and components for computers, smartphones and tablets, this technology began to gain space on the world stage. It generates the opportunity for enterprises that are eyeing the potential of connectivity and thus increase revenues, the uniqueness will be the main importance to optimize the customer experience. According to Statista report 2021) the global AR market is forecast to reach 296.9 billion U.S. dollars in 2024. This would be an increase of over 800 per cent overspending in 2021.

 

With the pandemic situation and the digital transformation that the world is experiencing now, it is possible to observe that industries from different areas are reconsidering the creation processes and service, making it safer and more effective. In this picture, for example, the use of AR in the beauty industry is one of the opportunities that grow and tends to continue post-pandemic. The technology has increased in demand in this type of business with virtual try-on tools, as they allow customers to test products hygienically without even using the product. Also, another important feature introduced was the skin analysis, which utilizes artificial intelligence combined with AR to analyze skin and offer recommendations of care and products that address skin concerns like spots, redness, so on. (Kristin Larson, 2021)

 

Having said that, why AR is important to small and medium businesses? Independently of the area, your business is, AR has the mission of creating a strong and close relationship between brand and customers. And this is only the beginning of the digital transformation that will be generated in the years ahead. 

Big companies such as Google and Apple have also invested in the AR experience, which focuses on consumer experiences. An example is the Google Maps feature, which allows GPS navigation to be combined with enhanced reality. With the new feature, primarily intended for walking directions, users can view the real-time streets with arrows along the way until they reach the desired destination. (Digital Trends, 2021)

 

Therefore, the integration between the physical and digital world will certainly increase, as smartphones are indispensable for us. In this context, AR solutions as a competitive tool for brands will be indispensable to attract attention. Customer experience has been an issue for online business. Augmented reality has the potential to create a buying experience satisfactory and emotionally pleasurable that makes the customers easily engage with a product provided by a company. In other words, AR can help to fill the space between the digital customer journey by integrating the virtual and real-world. 

 

Author: Natássya Coelho

 

#Augmentedreality #AR #artificialintelligence #digitalmarketing #technology #emergingtechnologies

 



References

 

Digital Trends. 2021. How to Use Google Maps and Access Its Best Features | Digital Trends. [ONLINE] Available at:https://www.digitaltrends.com/mobile/how-to-use-google-maps [Accessed 05 April 2021].

 

Kristin Larson. 2021. Beauty’s New Frontier: How Technology Is Transforming The Industry, From Virtual Reality To Livestreaming. [ONLINE] Available at: https://www.forbes.com/sites/kristinlarson/2021/01/09/the-new-beauty-frontier-where-digital-amplifies-beauty/?sh=1c806d7724f3. [Accessed 05 April 2021].

 

Statista. 2021. Augmented reality (AR) - statistics & facts | Statista. [ONLINE] Available at: https://www.statista.com/topics/3286/augmented-reality-ar/ [Accessed 08 April 2021].

 

Statista. 2021. • VR/AR market size | Statista. [ONLINE] Available at: https://www.statista.com/statistics/591181/global-augmented-virtual-reality-market-size/ [Accessed 08 April 2021].

 

Comments

  1. James White13 April 2021 at 06:24

    Great blog post Natassya. There has been huge innovation and advancement of Augmented reality technology in the last few years and we are now seeing companies using this technology to address their customers needs. With the covid-19 pandemic businesses have had to get creative with how they can fufill their customers needs and, as you have pointed out in your blog, the use of virtual dressing rooms, virtual home viewings and many other processes have allowed businesses to stay competitive during this time. Augmented reality is a valuable tool for business, and I believe that we have only seen a fraction of what it can achieve. Thanks again for the blog post.

    James

    ReplyDelete
  2. Udit Shokeen13 April 2021 at 16:08

    This comment has been removed by the author.

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  3. Udit Shokeen15 April 2021 at 15:39

    I believe Augmented Reality is an emerging technology that will have a huge impact on us in the coming years. It’s interesting to know how technology can combine real world and virtual world to make it look like one! The way advertisers and companies connect with their consumers is changing thanks to augmented reality. Consumers are being engaged by emerging virtual reality customer engagement approaches, which improve the product or service being provided. Augmented Reality has emerged as an innovative tool, in reference to new mobile technology, that allows brands to interact three-dimensionally with consumers on their mobile devices.

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