Written by : Srishti Jain on Digilah (Tech Thought Leadership)
You need not answer that. It’s clearly a rhetorical question. What we mean is how ready is your brand to start the Web 3.0 Journey.
Let us first start with telling you about Evolution of User Experience in the Digital space.
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We are currently in the Transition phase and slowly moving towards AR VR Wearables & Mixed Reality devices as an everyday utility. While your customer base is moving towards the Web 3.0 it’s important for your brand to jump on the wagon.
What it means is you change your communication and your content to something more engaging, a lot more immersive and definitely more interactive, allowing two way communication
At retail level, we can explore Interactive store facades, Virtual try-on, In-store engagement games, Interactive Visual Merchandise and Immersive in-store experiences.
What is Augmented Reality?
Augmented reality (AR) is overlaying visual, auditory, or other sensory information onto the real world to enhance one’s experience. You don’t need fancy wearables like Heads sets or smart glasses to access it, rather it can be accessed through mobile apps or on your phone’s web browser.
Does AI come handy in building AR experiences?
Yes, Use of Artificial Intelligence plugs computer intelligence into the entire user journey to make the experience seamless. Say, a chat bot or an AR bot to guide you through the entire journey will enhance the entire experience many fold.
We integrate self-training AI modules into some experiences which understand Human behaviour and make the journey better.
How Retail Businesses Are Using Augmented Reality?
Augmented Reality allows brands to develop smart retail experiences that influence their customers’ perception or buying decisions.
Retailers have traditionally relied on print advertising campaigns or other media to promote products. Being divided in the past, print, media and in-store marketing efforts are merged today into the comprehensive consumer experience via augmented reality.
Retail AR spans from enhancing VM display windows to product Trial experience, from in-store engagement to Smart mirror installations and much more.
Following the trend, augmented reality has emerged as an innovative tool that allows brands to interact with consumers on their mobile devices or on pre-installed set ups. Soon this experience will extend to smart glasses.
Below examples of AR speak for themselves:
Nescafe Virtual Date
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A fabulous AR portal for the youngsters, where they can walk-in, explore, interact, and also share with loved ones. From writing the name of their loved one on a virtual canvas to watching a shooting star, this Valentine’s Day specific immersive activation was a grandeur.
Interesting Insight: This pack lead experience increased pack purchase and communicated appropriate content for the right TG
Ponds Influencer campaign amplified by AR
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A gamified Social-AR campaign on Ponds’ new product launch, where users had to move around the Ponds Serum with their face and pop the bubbles containing elements harmful to skin. Bursting bubbles increases “Glow meter” above the user, which when filled gratifies the user with a sparkling glowing skin.
Interesting Insight: User Generated content saw a big jump during this campaign building the much needed hype a brand wants in the initial phase.
Mural in Manhattan
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This Mural on Road Safety in Manhattan comes to life in AR when passers-by scan it via a mobile App, enabling Artists to add another creative layer to their work and elevate the message within the Art and communicate with the world.
Additional features: Location sensing, mapping the nearby area and taking a selfie with the art are additional features of this experience.
- Medical Team Internal Training for a pharmaceutical brand
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This Micro-gastrointestinal simulation in AR has enabled a Pharma Brand to train their medical teams in research, product development and sales pitches. The Medical team could showcase the introduction of certain microbes and their effects in AR.
What to expect in the coming years?
With the mixed reality glasses recently launched in a big way in India, industries get more opportunities to share immersive & engaging content with its target customers
By 2027 we will see a big jump in AR/VR/ MR/XR content floating around us in our day to day lives using our smartphones and other wearable devices.
Impresario Tech build end-to-end brand campaigns focusing on Pre-purchase consideration or post purchase engagement, in store experience or on-pack brand communications with the use of Augmented Reality, Virtual Reality, Mixed reality, Artificial Intelligence & Machine Learning
These immersive experiences can be built app-free (on web), deployed as special apps, rest on brands’ social media handles or installed physically in retail environments.
Love to guide you through your brand’s transformation journey.
Write to us at Inquiry@impresariotech.io
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