The Future Of Augmented Reality In Retail Graphics
It’s no secret that the retail industry must constantly evolve in order to attract and retain customers, especially in the age of internet shopping.
When it comes to creating memorable experiences both in-store and online, augmented reality is one of the most immersive tools available. That’s because with AR, retailers can create highly customised interactions which inform, entertain and ultimately look to encourage sales.
Service Graphics provides specialist design and print services for some of the UK’s best-known retailers.
So when it comes to the increasing use of AR within retail graphics, here is a lowdown including what the future may look like for the shopping experience through the lens of AR.
What Is Augmented Reality (AR)?
Augmented reality uses digital technology to enhance our real-world experiences. Using images, videos or 3D models, AR can generate customised experiences in retail through the use of phones, tablets, smart glasses and in-store displays.
The definition of augmented is to ‘make something larger or fuller by adding to it’. So whenever there is a use of AR, it means that some real-world aspects remain, but technology is also used to enhance what would be possible in the real-world alone.
Furthermore, while virtual reality (VR) focuses on creating a completely simulated environment, augmented reality is about digitally enhancing the real-world environment so that the two co-exist.
Augmented Reality Retail Examples
Augmented reality can be used to enhance practically every aspect of the customer experience in a retail environment.
From giving the ability for customers to virtually try on products to boosting brand recognition, the beauty of AR is that it has limitless potential to explore.
While far from exhaustive, here are some of the top ways that AR is currently being used in retail along with some predicted future trends.
Augmented Reality Filters
We’re all familiar with social media filters that allow us to create humorous images. Augmented reality filters use similar technology, only in a way which allows digital objects to appear on the screen. These digital objects are usually digital replicas of physical products sold by the retailer.
For instance, digital objects can give the ability for a customer to superimpose a piece of furniture in their home to see if it suits their living room. Or design a shoe and preview the look before being able to order the finished design directly on the retailer’s website.
Product Information Overlays
AR can make it possible for a customer to point their phone at a product on a shelf and be given a detailed list of information. For retail stores where there aren’t the human resources to provide dedicated customer service to each customer, or even for fully automated store concepts, this technology can be invaluable.
Retailers can also ensure the most common questions are answered based on customer experience. All of which can remove any hurdles within the sales journey, and even increase basket values by suggesting any accompanying products.
Virtual Shopping Assistants
As augmented reality combines real-world and digital concepts, aspects such as the store layout, in-store services and available stock levels can be presented in more tangible ways through the creation of virtual shopping assistants.
Where virtual shopping assistants could be particularly useful going forward is improving accessibility for customers. This may include customers with sensory impairments or disabilities, whereby there are barriers that normally exist within the retail experience. All of which can make retailers more inclusive, alongside all of the other benefits that virtual shopping assistants can create for customers as a whole.
Virtual Try-Ons & Fitting Rooms
Where AR really shines in retail is by giving customers the ability to try on products regardless of their location.
If a customer is shopping online, including if they don’t live near a store, then virtual try-ons can allow the customer to shop from anywhere. This could then potentially generate more sales outside of physical store locations to boost profits for the retailer.
Outside of filters used on smartphones, magic mirrors can also be used in-store to enhance the fitting room experience. This could include providing tailored styling or sizing recommendations depending on the product type.
Augmented Reality In Retail And Its Impact On Sales
It’s clear that the impact of augmented reality on retail is wholly positive since it gives retailers the ability to keep up with emerging trends and technologies rather than get left behind.
Forbes recently published an article which stated that 100 million customers are already experiencing AR in retail. It added that 75% of customers now expect to be offered some kind of AR experience.
Since customers are already familiar with the concept of AR and have even come to expect it from various brands, AR is having a positive impact on sales. This also takes into account the ability of AR to demonstrate if products are unsuitable, thus reducing returns for retailers which can be extremely costly.
What Are The Benefits Of Augmented Reality In Retail?
Augmented reality is all about changing customer perceptions and experiences to encourage brand loyalty and ultimately more sales for retailers.
We’re all familiar with a typical retail concept store, whereby customers come in and browse and if they like something, they might purchase it. But what augmented reality seeks to do is deliver the unexpected, to provide new ways of experiencing the store and shopping as a whole.
Some of the advantages that AR can bring retailers include:
- Enhanced marketing engagement and reach
- Longer amounts of time spent in-store or interacting with the brand online
- Ensuring better product suitability to reduce returns
- Reduced strain on human customer service due to automated processes
- Better accessibility within physical locations or events
- Increased brand awareness through the ability for customer segmentation and targeting within AR
- Increased publicity due to innovative AR features that educate, inspire or entertain customers
- Competitive advantage, especially where unique AR tools are developed
Augmented Reality In Retail FAQs
Are you a retailer looking to incorporate augmented reality into your next retail display?
These are some of the common questions about AR in retail answered, but for anything else please contact our team.
Augmented reality is a fusion of digital technology and the real-world which work together to create a customised experience. How augmented works is through a combination of cameras, sensors, computer vision technology, digital displays and user interaction. In short, this involves using technology and software to allow users to experience AR features through their personal technology or in-store display screens.
The simplest way of summarising how AR is being used in retail is that brands are developing the experience of shopping to make it easier, along with something customers genuinely want to engage with. From virtual simulations of products to providing more information, retailers are using AR to curate customer interactions to influence purchase decisions.
Augmented reality maintains a connection with the real-world, but uses superimposed information or graphics to enhance the real-world environment. This means that users can see and interact with both the real-world and digital elements at the same time. For instance, a customer may digitally try on a pair of sunglasses to see how they may look on their actual face.
In contrast, virtual reality creates a completely simulated environment that detaches users from the real world. VR often involves wearing virtual reality headsets so that users cannot see their real-world surroundings. In retail, a VR experience could involve seeing a kitchen transformation whereby the customer can walk around a virtual protection of the design.
In Summary: The Future Of Augmented Reality And Retail
Augmented reality is an exciting development across many industries, not least within retail.
Giving the ability to create engaging and memorable customer experiences, AR could potentially be used to overcome pain points within the sales and marketing journey.
At Service Graphics, we certainly predict we’ll be seeing more augmented reality within window displays, product displays and digital marketing channels.
Service Graphics - Retail Graphics UK
Are you working on behalf of a retailer looking to create retail graphics or augmented reality displays for your store?
Service Graphics is a leading large format printing company in the UK specialising in graphics for the retail sector.
Our services are available nationwide, with key hubs in Aberdeen, Birmingham, Edinburgh, Glasgow, London, Manchester and Middlesbrough.
You can see our work in action on social media by following Service Graphics on Instagram or Facebook.
Let us know about your retail graphics project by filling out our contact form. You can also give our team a call on 0204 582 8095.