We are sure you are familiar with virtual reality (VR) technology; whether you have seen a 3-D image on a computer or tried out VR glasses at your local shopping mall, VR is transforming the tech landscape. VR technology immerses consumers in artificial environments created by the software. The software presents information to users in a realistic way and surrounds them with elements of an alternate landscape that feel, look, and sound lifelike.
Not only has VR transformed the technology industry in the past few years, but it has also become a crucial marketing strategy for many companies. Although such advanced technology sounds like an idea of the future, 78% of people were familiar with VR as early as 2018. When VR marketing first gained popularity, it felt like the flying car of the marketing industry. It is imaginative, unique, and limitless. This technology provides consumers with a previously unavailable experience, making it highly coveted.
VR marketing strategies utilize VR technology to curate a fake, but realistic, environment for customers. This environment may be visual or multi-sensory and often allows individuals to “try” products before they make a big purchase. Thus, VR marketing can help your company improve customer relations and increase brand awareness.
Different types of VR marketing have gained traction; however, augmented reality (AR) marketing is the most common form. AR marketing only requires a phone or desktop app to design a unique VR environment; therefore, it is simple, price-efficient for companies, and accessible for consumers.
According to Deloitte, in 2020, AR marketing was most successful for products that are “highly standardized with high opportunity for customizing features.” The automotive and furniture industries have experienced a positive ROI from AR marketing, and the makeup, shoe, home goods, and technology industries have seen early technical successes. Here are some examples detailing how companies in these industries successfully implemented AR marketing:
IKEA – Furniture Industry
The IKEA AR app allows potential customers to see how furniture would look in their home before buying it. Customers can select a piece of furniture or a complete set, and the AR technology does the rest! The app allows customers to bring their ideas into reality, which has been highly successful thus far.
L’Oreal – Makeup Industry
The makeup and hair company L’Oreal released an app titled “Makeup Genius.” This app lets customers get creative and try different hair colors and makeup products. That way, customers can decide if they like how the product looks before making a big purchase or decision. Furthermore, the virtual try-on feature has solved a problem presented by COVID-19, as some people are not comfortable trying out shared samples. Individuals also can shop and try on products from the comfort of their homes, which aligns with increased online shopping trends in recent years.
Gucci – Shoe Industry
Luxury brand Gucci uniquely used AR marketing; they launched a feature on the Gucci app to promote a new line of Ace sneakers. Users can point the camera at their feet to try out different styles of sneakers. The app also tracks movement so customers can view the shoes from various angles.
Gucci took their AR experience a step further and added the technology to a filter on Snapchat. Advertising their new product on a popular social media platform allowed them to reach a more extensive customer base.
There is a learning curve that comes along with trying out innovative technology. Although VR marketing has already gained traction, it is likely that its usage will only grow over time. Companies in the apparel and grocery industries that have experimented with AR marketing also have a wide range of opportunities available if they choose to take them. The possibilities are endless if you step inside the world of VR!
We hope this blog displays the importance of utilizing VR and AR to strengthen your company’s marketing strategy and customer relationships. If you have any further questions or are seeking advice, feel free to reach out: