How Brands Are Enriching The Product Experience With Augmented Reality
Brands are using AR to tell the story behind a product or highlight future concepts, helping to immerse and inform consumers about company values and sources of inspiration
Augmented reality has emerged as a strong medium for brand immersion and the customer experience. With a tool as ubiquitous as the mobile camera, AR technology allows companies to engage users in pre-purchase decision-making, create interactive retail experiences and surface additional product information. According to a Daymon study, 77% of AR users said they employ it to see product differences, such as possible variations of colors and styles, while 65% reported that they often use it to learn more about a product.
Companies are leveraging the immersive nature of augmented reality to allow customers to learn more about a product’s backstory and inspiration, or to highlight future concepts and use cases, helping audiences cultivate a more deep, authentic connection with the brand ethos and values. PSFK researchers explored a few examples:
A Starbucks store in Shanghai features various points where customers can learn about how the coffee company makes its brews via augmented reality. Customers who visit the roastery can take out their smartphones and find points of interest scattered throughout the store, which then trigger an AR experience.
Scotch brand The Macallan developed an AR app that offers consumers a peek into the whisky-making process. Using a smartphone camera to focus on one of the bottles, the app launches an animation on the making of the whiskies, starting with the American and European oak trees used to make the casks in which the whiskies are aged for variations in color and flavor.
Volkswagen offered an early look at its I.D. Vizzion concept car, an autonomous vehicle that includes an AI host in an AR interface. For the concept, Volkswagen wanted to create an environmentally clean and road-safe vehicle that also offers a comfortable experience for passengers. On the center console, a chrome-encased disk projects an augmented reality greeting.
AR lets consumers delve into a brand story at will and learn about a product in the process. To top it off, the tech delivers next-level engagement with little investment on the user’s part, being compatible with the smartphones they already carry with them. For additional insights on AR and the brand experience, download the PSFK report Exploring Augmented Reality’s Impact On Brand Engagement.
Lead Image: Joshua Trujillo | Starbucks