Online businesses and retailers alike have tried to find ways to attract customers and ultimately lead them to a buying transaction. Online shopping is continuing to trend upwards, as the accessibility of smartphones and devices is greater than ever before. With that said, emerging technologies, like augmented reality ( AR) will make a huge impact on buying decisions and create a massive influence on consumer behavior.
The secret to good marketing is understanding your buyers’ behavior. In today’s competitive environment, organizations are attempting to discover more innovative ideas in order to support their offerings. Because of more competition on the internet, it is more difficult to capture the customer’s attention. By focusing on appealing the customer through content delivery and engagement– brands can be more successful.
One main aspect of consumer psychology is brand engagement. Consumers that shop online typically have increased commitment to a brand and are more involved in their success and failures. With that said, the more brand engagement someone has, the more incentive they have to buy their products. Per a scientific study done by Bahria University, “ AR impacts consumer brand engagement and purchase intention.” One main reason behind this evidence is that AR allows for insight of a product a brand offers with full reviews, dimensions, and advantages.
Because there are so many different options out there, buyers are often skeptical before purchasing. The majority of consumers hope to receive the greatest information possible before agreeing they are making a smart buying decision. Augmented reality is the perfect solution to the information deficit.
Soon enough, the days of simple photos and video will be over– in comes augmented reality– to give buyers the ultimate product experience. In fact, in an article by SmartTek, they point out that augmented reality influences a person’s pleasure receptors and their willingness to move towards a goal. Thus, AR interaction elicits a positive effect on the buyer leading them to the final goal– a sale.
The article continues to explain the gap between intention and actual purchase. As mentioned, there is skepticism. Especially with retail and clothing, consumers are unsure of sizing and how the piece will look on their bodies. If AR is implemented, the client can virtually try on the product. “Augmented reality marketing virtually puts the product in the prospect’s hands, allowing them to explore it and form their own conclusions on its benefits and quality.”
Overall, leveraging the power of augmented reality will lead to more conversions and better product insight. Consumers won’t have to guess that your product is superb, they will know. Brands that don’t start to switch over to AR technologies will be left behind as others unlock the vast potential of this new technology.