The concept of AR was born as early as the end of the 20th century. As the technology matured, it began to become a new language for brands to communicate with consumers.
Starting from April 12th, ZARA began to launch a two-week AR experience in 137 stores around the world. All products displayed with AR effects can be purchased through ZARA online stores or physical stores. Among them, there are 24 AR experience stores in China. Although this is not the first case of a brand using AR to introduce a new experience to the market, ZARA's attempt this time is one of the largest projects of its kind in the world.
This unique experience is realized on mobile devices through the ZARA AR application, which is divided into three experience scenes: shop windows, in-store booths and e-commerce paper boxes. People can use smartphones to capture the relevant icons of the above scenes. Models Léa Julian and Fran Summers will vividly show up on the phone screen in 7 to 12 seconds of continuous images. Consumers can choose to buy in the App according to the model's wearing condition. It also provides a tool for sharing experiences on social media, encouraging consumers to take photos to share with friends.
In addition to being one of the largest projects of the same type in the world, ZARA leverages the brand's influence, while promoting to more than 100 stores around the world and designing three scenarios, so that AR technology is oriented to a wider audience, and the experience is popular and popular. Easy to implement, this time the drainage effect of AR appears to be stronger.
Why are brands keen to try AR technology?
A third way to obtain consumer information has emerged. In the past, consumers browsed products on their mobile phone pages, or actually touched products in stores. Nowadays, the new choice is to use AR technology to feel the actual appearance of the goods at home, and to enhance the experience of shopping. According to the statistics of Retail Perceptions, a retail consulting company, 55% of consumers believe that AR technology makes shopping more fun, helps brands improve their reputation in consumers, and makes people more willing to stay in stores.
ZARA is certainly not the first brand to use AR technology. AR can be applied to a wide range of brand categories, including clothing, beauty, furniture, automobiles, toys, and so on. In the past few years, there has been no shortage of interesting cases.
Clothing: Nike
Nike’s previous method was to add AR technology to the release and sales of shoes, hide limited edition sneakers in the streets and alleys, and use a hunting game like Pokémon GO to let sneakers enthusiasts buy themselves like elves. Favorite limited edition sneakers. Even in 2016, Nike acquired the technology start-up Virgin Mega, dedicated to integrating emerging technologies into the promotion and sales process of culture and products. Nike's attempts in new technologies such as AR and VR are very diverse.
Beauty: L'Oreal
This year, L'Oréal announced that it has wholly acquired Modiface, a Canadian company that develops customized AR beauty applications. This company has developed beauty applications for Sephora and Estee Lauder. After the cooperation, L'Oreal will be able to help users visualize makeup and hairstyles.
ModiFace used to collaborate with Sephora to provide makeup previews of thousands of makeup products including highlights, shadows, and eye shadows. Although it looks similar to the function of a beauty camera, it actually contains facial tracking technology and 3D video makeup rendering technology behind it.
Beauty brands are very supportive of AR technology and provide a perfect makeup trial experience. This is just one of the help that AR technology brings to beauty brands. Cosmetics companies can also collect back-end data to analyze user preferences and determine the market response of products. And carry out accurate push. ModiFace has collected data from 75 beauty retailers and brands, and the results show that after the introduction of AR technology, the average growth rate of offline sales of these beauty brands and retailers was 84%, and the interaction time increased by 117%.
Furniture industry: IKEA
The use of AR technology by furniture brands is more practical, and the most typical case is IKEA. IKEA’s AR application, IKEA Place, is launched on the Apple App Store. This application hopes to solve a often maddening reality: good size at home, go to the mall to see furniture, check the size of goods, imagine what it looks like at home, and go home. It was found to be inappropriate. This app wants to help people buy furniture more easily and reasonably.
AR technology does solve some of the pain points of the past. First of all, AR realizes the combination of online strong interactivity and offline core marketing to form a product-efficiency connection between consumers; secondly, for brands, AR is more able to provide support for the refined design of brand image through novel interactive experiences Pursue the role of resonance to achieve the best effect of sensory consumption; third, with the help of AR, potential customers can be tapped in more dimensions and the traffic circle can be expanded.
Whether it is AR or VR, new technologies break the boundaries of the inherent medium. To help consumers choose an unchangeable environment, in terms of brand-consumer interaction, virtual reality and augmented reality may indeed have the potential to develop into a powerful channel, just like all social interactions achieved with mobile phones today.
More important than a gimmick is to extract value
As early as around 2010, some brands launched AR projects, but overall, the marketing component is always too much of practical value. After several years of exploration, the combination of online shopping and physical commerce has begun to diversify, the physical industry has continued to change, and after being willing to try various new technologies, it is necessary to find more important value for AR. In the cases we mentioned, most of the use of new technology still remains in the image-building effect.
On the front end, new technologies help brands maintain a stable customer base, and make consumers become the protagonists of content in an enhanced way of experience. For example, as early as 2015, Tommy Hilfiger installed virtual reality headsets in stores, inviting shoppers to experience its 360-degree autumn and winter fashion show; the same is true for Coach, installing VR headsets in 10 of its US stores, allowing Consumers "entered" the latest season's press conference.
Suo San, director of RET Rui Yide, mentioned in the theory of building new business scenes that after the channel of value transmission is liberated, the interaction between business and people is no longer limited to commodities, and there are more possibilities for interaction between business and people. At the same time, “the five senses are the strongest productivityâ€, the brand-building content has changed from the spiritual value behind it with the story, to now the three-dimensional presentation of the senses makes people become the protagonist of the content.
The utilization of the back-end lies in how to promote the growth of actual performance. Among them, the greater potential is shown in the collection of data. For example, there is a London company that makes virtual fitting rooms and advocates "try before you buy" applications. It has been tested by retailers and found that only 20% of customers are suitable to wear re-cut clothing. New technologies provide more dimensions to help the collection and integration of brand data to discover how to better cater to the needs of the demographic market segment.
Chris Milk, the pioneer of VR technology, once said: When watching a movie, what you actually see is the images in this rectangular frame when you are in the room. Your brain transforms these images into a whole world. But even if you understand that this is not true, you will still feel it, because you are used to putting this kind of'unbelief' aside.
About ten years ago, we could not imagine such a technology that would only appear in science fiction movies so easy to apply, even if it is still in its infancy. However, just as luxury brands had the same mentality that they were unwilling to sell their products online ten years ago, a comprehensive digital change is inevitable now, because we must perceive consumers earlier and move forward earlier.
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