Customers who engage with an augmented reality experience are more likely to buy the product shown than those using traditional sales, according to research released today.
Marketing communications consultancy Hidden found that augmented reality users would purchase these products at a higher price point, proving the effectiveness of augmented reality versus traditional sales and marketing collateral.
Using a child’s toy, the research group targeted 100 parents, showing them a display advert of the item, while a further 100 were shown the product as an interactive augmented reality experience.
Results showed that 45 per cent of those who viewed the 2D display advert would consider buying the toy for a child, while 74 per cent of the parents introduced to an augmented reality experience would consider a purchase.
Matt Trubow, CEO of Hidden, pointed to the importance of the findings, emphasising the fact that the introduction of augmented reality would help increase profit margins for tech-savvy retailers.
“This data should prove useful for the remaining sales and marketing professionals that are still unsure how to measure the impact of the technology,” he noted.
“For me, the measurements are easily identified and are focused primarily on core business outcomes such as the increased production of leads and sales conversions.”
Findings from the researchers follow an announcement from John Lewis earlier in the summer that the department store is set to launch a trial of virtual mirrors in-store next year.
Providing a new interactive service for its customers, this tool will use sensors to gauge the measurements and provide a search option capability allowing them to choose garments accordingly.
Swiss watchmaker Tissot also showcased its products at the Harrods department store in April by using a virtual 3D try-on service.
“Our research helps to prove that the most useful information is obtained through the tactile nature of the augmentation,” Trubow explained.
“This information, what we like to call ‘mass intelligence’, is a by-product of the user’s interaction with the experience and can reveal client trends that would require mind-reading powers to obtain from the client in the past.
“The ‘mass intelligence’ revealed could relate to a particular aspect or feature of a product.
“This information is not always forthcoming during a demonstration but is of vital importance to ensure you are appealing to the needs of the client precisely.”