The piece talks about how AR is revolutionizing the future of Customer Experience. We take examples of brands like Frooti, Tata, Gucci and… Customer experience, Customer experience, Customer experience
We all know what is going on in the world. The pandemic or better known as Covid-19 is changing the world around us. And for good.
Our lifestyle has gone for a toss and it has changed the way we look at things. That is, from going out to grocery shopping, from our travel experiences to the way we work, everything is changing and every experience is becoming a NEW experience post-pandemic. For instance, people refraining from going out and instead fulfilling their needs by shopping online. Thus, we see there are changes in the buying experience of the consumer.
Now, customer experience (CX) is something that brands are taking up very seriously post-pandemic and finding different ways to enhance it. One of the ways that some brands are focusing on is – Augmented Reality and Virtual Reality (AR/VR).
Do you know the global AR market is forecasted to be valued at $60.55bn by 2023 from being $4.21bn in 2017, at a CAGR of 40.29%. While, the global VR market is forecasted to be valued at $34.08bn by 2023 from being $5.12bn in 2017, a CAGR 33.95%. What’s more, According to the AR report by Wizikey, AR buzz index moved 14x compared to the pre-COVID index in India and the global index moved 6x compared to pre-COVID
This is the new buzzword in the market now. Brands are leveraging the power of AR/VR and are finding innovative ways to the consumer experience.
Potential to drive the future customer experience
- It helps brands in giving consumers a unique digital experience, thus enhancing the consumer experience
- Makes consumer engagement much more memorable
- Captures consumer attention for over 85 seconds, thus, increasing engagement by 20%
- Improves click-through rates by 33%
- This also helps retail brands to reduce inventory cost
(Source: The DRUM Report)
AR/VR is not just restricted to the gaming industry. Brands are using it in their ad campaigns over different categories. That is, from furniture to Jewellery to cosmetics to automobiles to movies and what not!
Let’s take a look at how a few brands are changing their CE approach.
Frooti’s primary target group has been the millennials. In order to build a good brand recall value around the drink during the summers, it came up with a fun campaign involving Face-detection Technology. This campaign encouraged the audience to use the front camera and catch the falling mangoes using their mouth in an AR environment.
TATA Nx Zero Sugar
To create awareness of sugar consumption on a daily basis by an individual, Tata Nx zero sugar came up with an interesting idea of combining gamification and AR. With the help of this, the brand encouraged consumers to discover the sugar hidden in their food and replace it with TATA Nx zero sugar.
Godrej Appliances: #GoGreen
On the occasion of World Environment Day, Godrej Appliances launched a campaign called #GoGreen to highlight their Eco-Friendly ACs. This campaign encouraged users to find a green object in their house and focus the camera on it. On detecting the object, the ad revealed that the AC not only cools the room but also the planet.
Gucci: “Try on” shoes
Gucci is the latest luxury brand to invest in AR and add an AR feature in its app. With this feature, the users would point their smartphone, select from a range of 19 different sneakers to see a digital overlay on their feet. The app also allowed them to click and share photos on social media. You now know what best suits your feet, right?
One of the main reasons retail brands are investing in AR is to help customers make better and informed choices. Along with boosting customer satisfaction.
Toyota and Maruti Suzuki: Vehicle Demo
Toyota back in 2019, launched a Hybrid AR app, which allowed the users to experience the features of their new C-HR model. This gave a chance to customers to interact with the app, go deeper, and see working for the car.
Maruti Suzuki introduced the smallest NEXA showroom in Mumbai using the AR Technology, where people could actually see the features of their new Baleno. They would click on the screen to see the music player, the engine, and more features of the car.
There are a lot of other brands that have utilized the power of AR/VR to its best potential. For example, a DIY furniture brand, IKEA, Cosmetic brands like Sephora & L’Oréal, Burger King with their “Burning that Ad campaign”. Interestingly, a new Gurugram based start-up StyleDotMe for jewellery, Snapchat came out with AR filters for the movie Gulabo Sitabo, etc. Thus, we can see AR/VR is not restricted to any industry but has been used wherever possible.
Needless to say, AR/VR is a game-changer for the brands, and these are only some examples of how brands have used it to engage users creatively, setting a benchmark that will revolutionize the way users engage. This is helping the brands to give consumers a different and memorable experience, thus enhancing consumer engagement and consumer experience in the future.
We’ve written a piece about how IoT is going to bring in the Industrial revolution 4.0, which is obviously going to change the World for good, you can take a look at the piece here.