Augmented Reality (AR) is not a new technology. It was first
created in 1968 by computer scientists inside the labs of Harvard University. Due
to Augmented Reality's advantages, it was widely used to develop simulations in
the aviation and military industries that led to its further development.
Nowadays, AR is invading even consumer's homes in various
forms, as well as businesses. Augmented Reality applications hold tremendous
opportunities, and the growth
projections for the following years are more than encouraging. But first,
what is Augmented Reality?
Augmented Reality is one of the biggest technological trends
right now. As smartphones and other devices supporting AR technologies become more
and more accessible, this trend is projected to grow even more. The way that Augmented
Reality works is that it transforms the real-world environment with
computer-generated perceptual information.
For example, the AR user will continue seeing the surrounding
environment but with the exception that it will be enhanced with what we call
digital augmentation. Specifically, digital augmentation creates realistic
digital representations in the real world. Due to the advantages of Augmented Reality,
it has various applications.
As it was previously stated, AR provides significant benefits
to both businesses and consumers. Most importantly, Augmented Reality offers a unique
experience to the end-user as reality, but better.
Let us review some of the benefits that Augmented Reality
has to offer:
1. It Brings the Shopping Experience to Consumers' Homes
During COVID-19, many are in lockdowns, and AR offered a
unique shopping experience to customers that otherwise was impossible. Who does
not like going out to the shops, browsing stores, trying out clothes to find what
is fitting and what is not? For months consumers were deprived of the privilege
of carefree shopping, and various companies innovatively offered their products
using AR.
For example, IKEA
uses AR in their apps, allowing customers to see how furniture looks or
fits inside the customer's house. Alternative examples are cosmetics companies
that, through AR, consumers can try out the cosmetics that they are interested
in buying on their skin.
2. Offers Opportunities for Immersive Reality and
Interactive Experiences
Augmented Reality has created new avenues for gaming
enthusiasts or simply for those who enjoy interactive experiences. AI has permitted
the developing of a new genre of games similar to the big hit of Pokémon GO back in 2016. Similar games
utilize Augmented Reality's advantages to create an immersive experience for
the users by allowing them to interact with their environment.
Other companies have created applications for your smartphone
to scan the
packaging of their products. As part of their marketing, an interactive AR
experience unfolds in front of the customers' eyes, involving the product.
3. Enhances Customer Experience
Businesses have already seen ROI in investing in AR technology.
Techcrunch suggested that Augmented Reality is the answer
for plummeting sales, especially during lockdowns. And this is somewhat reasonable
as AR not helps customers buy things they need, but it also increases their overall
experience with the brand and the time they spend with it. This translates to
various business benefits as it increases engagement because they stay for
longer at your site. Subsequently, this also boosts conversion rates as they
are more likely to buy something, especially since AR helps them "see"
the product.
As consumers are getting more accustomed to AR, we are certainly going to see its application on a larger scale. The benefits that Augmented Reality offers are undeniably many, while the COVID-19 pandemic provided a significant boost to it as it offered alternative avenues for businesses to grow. AR has many applications in the business world already, and it is here to stay. Therefore, companies should be forward-looking and start investing in AR technologies for their business.
