{"id":1675407,"date":"2021-10-20T16:34:30","date_gmt":"2021-10-20T23:34:30","guid":{"rendered":"https:\/\/www.retailpro.com\/News\/blog\/?p=1675407"},"modified":"2021-10-20T16:34:31","modified_gmt":"2021-10-20T23:34:31","slug":"augmented-reality-and-social-shopping-better-together","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2021\/10\/20\/augmented-reality-and-social-shopping-better-together\/","title":{"rendered":"Augmented Reality and Social Shopping: Better Together"},"content":{"rendered":"\n
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Augmented reality \u2013 once associated with the wearing of clunky glasses and feeling disoriented \u2013 is finally coming of age. By teaming up with social media, brands have successfully implemented AR to allow prospective customers to virtually \u201ctry before they buy.\u201d<\/p>\n\n\n\n

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Augmented Reality goes social<\/h3>\n\n\n\n
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The social media platform Snapchat may have pioneered it, but Facebook, Instagram, Pinterest and TikTok quickly followed with their own lenses, filters and effects. And retailers from Target to Gucci<\/a> have realized its value not only for entertainment and brand awareness, but also for selling products.<\/p>\n\n\n\n

The technology was given a huge boost<\/a> in the wake of the retail lockdown last year, a result of the COVID pandemic.<\/p>\n\n\n\n

Stuck at home and bored, would-be shoppers wiled away the hours with AR filters and lenses available on social media. Advertisers soon took notice of how filters and lenses could be used for virtual try-on and other experiences.<\/p>\n\n\n\n

Seeing how that pair of Gucci sneakers is as easy as pointing a cell phone camera at your feet. And experimenting with makeup is much less messy using Sephora\u2019s Snapchat lens.<\/p>\n\n\n\n

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Developments in AR<\/h3>\n\n\n\n
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While the technology has improved greatly recently, there are still some limitations.<\/p>\n\n\n\n

For example, while a customer can visualize just how stylin\u2019 those kicks will be, AR can\u2019t size the shoes. That\u2019s unfortunate, because returns are a huge sore spot for retailers, particularly those selling apparel. The issue is that today\u2019s cameras depth perception can\u2019t accurately determine size.<\/p>\n\n\n\n

Once AR technology improves enough to reliably size clothing, demand will likely skyrocket; currently, Snapchat says it has 200M daily AR users. That could translate into millions in revenue.<\/p>\n\n\n\n

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Social shopping to drive in-store traffic<\/h3>\n\n\n\n
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Well-established brands such as Sephora have the best of both virtual and physical commerce. Using Snapchat, customers can take and share pictures of themselves trying on new makeup styles.<\/p>\n\n\n\n

Social shopping<\/a> lets the customer\u2019s friends weigh in on the buying decision, and the product can be purchased directly through the app.<\/p>\n\n\n\n

But the experience online helps to drive in-store traffic as well. Creating a fun, memorable AR experience on a social network helps customers remember the brand, which can prompt them to visit it in-person.<\/p>\n\n\n\n

Those companies become \u201ctop of mind\u201d for particular types of products. In addition, social shopping apps can promote store events and are effective for location-based marketing as well.<\/p>\n\n\n\n

Snapchat\u2019s \u201cephemeral\u201d nature helps create a sense of urgency and builds a sense of exclusivity. Today\u2019s Generation X shoppers in particular crave exclusivity and limited-time offerings.<\/p>\n\n\n\n

AR can attract the \u201cright\u201d buyers by providing an engaging customer experience on social media platforms. That interactivity can benefit a brick-and-mortar channel as well, by bringing attention to the brand as an innovator willing to meet customers\u2019 needs in person as well as virtually.<\/p>\n\n\n\n

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2 Retail Uses of Artificial Intelligence in a Post-COVID World<\/a><\/p>\n<\/div><\/div>\n\n\n\n

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Contactless payment and Augmented Reality: CX aids during COVID<\/a><\/p>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Augmented reality \u2013 once associated with the wearing of clunky glasses and feeling disoriented \u2013 is finally coming of age. By teaming up with social media, brands have successfully implemented AR to allow prospective customers to virtually \u201ctry before they … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":13,"featured_media":1675418,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,45],"tags":[206,153,176,147,183],"class_list":["post-1675407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics-emerging-tech-security","category-specialty-retail-industry-trends","tag-augmented-reality","tag-specialty-retail-industry-trends","tag-personalized-marketing","tag-social-media","tag-technology"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t