How to Build Augmented Reality Into Your Ecommerce Strategy

Editor’s note: Today’s column is part of a series with Snap on augmented reality. Below, Rose Ahn, vp of partnerships, shares tips on taking the technology's current capabilities beyond an ad campaign into a fully integrated commerce strategy. The last two years have shown us there is always a tipping point when the masses will finally move to adopt a piece of technology. We’re seeing it now with the QR code, invented in the '90s, finally having its moment. Another technology that’s powered by the camera is augmented reality. AR has had a similar trajectory to the early days of QR codes, which were primarily used for marketing stunts but not considered a staple tactic for marketers. However, what people don’t often realize is that the camera technology powering augmented experiences has made significant improvements to consumer experiences. Now, utilizing camera technology can help make consumers' lives easier and better. Camera technology can transport customers to a virtual store, allow them to try on products and even transport them into new worlds, like Netflix did with the Stranger Things portal lens on Snapchat. We’ve now reached a point where AR is no longer just for fun and entertainment—it’s a tool that helps consumers see how a brand or product can fit into their lives. This, coupled with the simplicity of the technology, makes AR an evergreen tactic in every marketer’s arsenal. Here are three areas where AR will make a major impact for brands. Future of shopping Branded AR can help inspire consumers to shop, inform purchase decisions and teach something new about a brand. The use cases of how AR can influence the shopper journey are bountiful and can be used to answer friction points specific to every vertical. The technology to power the future of shopping is available today: 57% of consumers claim they will increase their use of AR post-pandemic, and more than 3 in 4 of all consumers believe AR technology will play a role in how people shop in the next five years. As AR technology further integrates with creative, marketers can expect adoption to accelerate and the opportunity to engage with brands to deepen. Some of these tech advancements include integrations into product catalogs and native shopping experiences for more seamless checkout experiences. IRL impact We’re all guilty of ordering two different sizes online because we weren’t sure how they would fit. But we rarely think about the environmental impact of those decisions. As ecommerce is expected to account for over $7 trillion of total global retail sales by 2025, we can also expect a knock-on effect on our environment through the increasing volume of returns. According to the National Retail Federation, returns jumped to an average of 16.6% in 2021. This means retailers expect more than $761 billion of merchandise will end up back in stores and warehouses. Camera technology exists to help consumers find the right style and fit. The accuracy of these tools is being perfected every day by companies such as Fit Analytics. This technology can give a major boost to a brand’s bottom line by reducing the cost of returns—and in turn, decrease waste and climate impact. Nurturing high-value customers Some categories like beauty overindex when it comes to the use of AR in purchasing. However, there are high value segments like travel, auto and home appliances where AR should be in the marketing toolkit. AR can solve customer friction points as well as show how these major purchases could fit into their lives. Imagine if you could not only design a refrigerator that looks great in your kitchen, but open it up to see how you would use it, all on your mobile device? Or check out a hotel room before you check in? What if you could sit inside a new car without going to a dealership? You might not be able to enjoy that new car smell, but you could see if it comfortably fits your family. They say seeing is believing—and our research confirmed that two in three consumers who say they would use branded AR for shopping also agree they are likely to purchase after a branded AR experience. The marketing community is at a pivotal moment when we can collectively help shape the future. Today, you can augment your own brands and businesses by: Identifying your business challenges. Know your customers’ pain points and issues with engaging and purchasing from your brand. This will inform the experiences that need to be created and the touch points that address those challenges.Collaborating across your organization. AR isn’t just for ad campaigns. It can be applied on your owned channels, like your brand’s website and integrated with your in-store experience such as a QSR menu.Keeping it simple. The smallest of experiences can still make a significant impact on a consumer if there is value. Consider the technology that exists today and find new ways to use it.Thinking about the entire ecosystem. It’s not just an experience that lives within an app or pops out with a scan of a code—AR should be omnichannel. Consumers expect consistent experiences across every touch point of your brand. The benefits of AR are multifaceted, and the best part is that the tools, platforms and technologies you need to activate unique strategies are available today—and they’re easier than ever to use. If you are not integrating a camera strategy into your overall marketing plans now, you may miss an opportunity to impact sales, customer service and overall sustainability tomorrow.