Retailers are only now beginning to see the benefits of incorporating augmented reality into their shopping experiences. But what is augmented reality, exactly? We’ll go through the fundamentals and how certain companies are using augmented reality in the e-commerce space.
What Is Augmented Reality, and How Does It Work?
Augmented reality (AR) is a type of technology that combines computer-generated input with the real world. AR can be used for a variety of things, including sound, video, images, GPS overlays, and more. These have real-time interactions with the physical world and can react to changes in the environment.
While augmented reality has been around for a long time, recent advancements have helped it gain traction in a variety of settings, including mainstream culture. Companies have been pioneering new uses for AR, ranging from wearables that assist enhance employee productivity to automotive “heads-up” displays that overlay GPS information onto the windshield, allowing the driver to keep their eyes on the road while navigating.
What Are the Benefits of Augmented Reality for E-Commerce Businesses?
Businesses can use augmented reality in eCommerce to inform and connect with customers, as well as continue to engage them after they’ve made a purchase.
More engaging retail experiences are desired by younger generations. According to a study, 30% of millennial and Gen Z consumers desire more online purchasing experiences that use AR and VR technologies, compared to 14% of previous generations.
We’ll go through some of the most popular ways augmented reality is employed in e-commerce in the sections below.
Augmented Reality using Markers
The experience of marker-based augmented reality is triggered by a specific marker picture. The experience is linked to the marker picture, which is typically displayed on top of the marker and rotates or moves with it. The experience vanishes after the user no longer triggers the marker.
Augmented Reality without Markers
A location isn’t required for markerless augmented reality. Instead, consumers must launch an app or click a link on a website to get the experience. In markerless augmented reality, the world is processed and the experience is placed according to geometry, usually on a flat surface.
Augmented Reality using Superimposition
A superimposition-based augmented reality experience replaces the original view of an object with an enhanced view, either partially or completely. It’s a sort of markerless augmented reality, meaning it doesn’t need an image or a marker to work. In this sort of AR, object recognition is critical since the technology must first recognize the original thing before replacing it. This is the kind of augmented reality that may be found in Snapchat filters.
Retailers are only now starting to look at the possibilities that AR integration might provide. Combining technology with e-commerce demands provides businesses with a unique opportunity to engage with their customers and deliver increased shopping options.
New worries about privacy have arisen as a result of emerging technology. The “potential for AR to continuously gather, analyze, and display personal data in real-time,” according to the Information Technology and Innovation Foundation, may challenge present conventions. According to the charity, as more businesses use AR, social and legal conceptions of privacy and public space may need to alter and adapt.