As the holiday shopping season kicks off, brands that want to stand out from the pack must lean on innovative and immersive formats like augmented reality (AR). This is why.
Simply put, retail has changed and people don’t shop like they used to. The world of commerce has changed and the retail showroom of tomorrow fits perfectly in your pocket. Multiple behavioral changes are taking place and the economic environment is challenging. For advertisers to cut through the clutter and capture consumers’ hearts, minds and shopping dollars, they’ll need to shift strategies and think outside the box to immerse their audiences in every moment of the shopping journey.
When planning for the holiday shopping season, advertisers often mark notable events like Halloween, Black Friday, Christmas and New Years on their marketing calendars as opportunities to capitalize on times when shoppers are expected to be willing to spend, but today the reality is something different now.
“The holiday shopping season is made up of hundreds of moments of its own, big and small, from sharing a morning coffee grind to playing a game while waiting in line for that sale,” explains Fintan Gillespie, director of enterprise commerce solutions. from the UK on Snap. “Each of these moments is an opportunity to connect with and convert shoppers, but brands that really want to stand out need to think beyond a single impression or celebration, consider each moment and engage through immersive experiences.”
Make it personal
According to Deloitte, more than 100 million consumers are shopping with AR, both online and in-store. Research commissioned by Snap Inc. shows that more than one in three global shoppers expect AR to be available now when shopping for items such as clothing, beauty, furniture, luxury, and automobiles, and two in five consumers expect AR to be available in the market. next year.
Why? Because AR offers consumers the opportunity to create the experience they want. Since 80% of consumers expect companies to provide personalized interactions, meeting these expectations isn’t pretty, it’s a must. And AR really delivers, with 41% of brands most likely to be considered if they have a branded AR experience.
“The holidays in particular are a time when people get personal, celebrating relationships and finding the perfect gifts for friends, family and themselves,” says Gillespie. “AR offers customization when it matters, and that’s what makes it invaluable. And what is more personal than your face, your space and your life? Whether trying on glasses with an AR lens or seeing what a product looks like across a room, every shopper will have an AR experience designed to be relevant and feel more personal.”
These factors, along with the endless possibilities of AR, encourage consumers using the technology to actively engage with brands, rather than mindlessly scrolling, and that drives attention, consideration and retention. According to Publicis, seven of the top 10 drivers of purchase intent are AR features, including product testing, viewing, and smart features, compared to more traditional ways of shopping, such as online viewing, video, and online search and suggestions. the online market.
Solve real business problems
When the busy holiday shopping season rolls around, the competition will be fierce. To break up the clutter and keep customers engaged, AR is a vital tool for advertising, but there are broader business and environmental benefits as well.
In a recent study commissioned by Snap, AR was shown to provide a 7-point boost in ad recall among those who weren’t immediately considering making a purchase at the start of their buying journey. This represents a significant advantage for brands if they can be there when shoppers start making lists and buying for friends and family.
With 80% of shoppers feeling more confident in their purchases when using AR, two out of three say they are less likely to return a product as a result of using AR. when you consider that 70% of online shopping carts are abandoned and almost 55% of consumers shop online knowing that they are likely to return at least some of the items, it is clear that AR is helping to minimize returns while improving brand and product loyalty.
Find your point of difference
At a time when competition is high and brands need to differentiate themselves, immersive experiences will be essential to break through and build loyalty.
The power of AR goes beyond brand discovery and engagement – it also drives purchase intent and converted sales. According to Snap, Snapchat users who experienced a shoppable Lens were 2.4x more likely to buy than those who didn’t, and those who viewed a Lens generated 14% more sales than those who only viewed videos .
By delivering attention-grabbing, emotionally engaging, and immersive experiences, ads become more memorable and buyers are more likely to convert, ultimately helping to achieve higher ROI. Having an always-on augmented reality strategy to engage and engage your audience—anytime, anywhere—gives advertisers the differentiator they need to cut through clutter, create real connections, and drive performance in a shopping season like no other. other.