Augmented Reality

As technology continues to evolve, businesses from all industries need to keep up with these advancements constantly or risk losing their customers to their competition. Over the past years, one of the biggest technological advancements has been the improvement and popularization of 3D visualization software and Augmented Reality (AR).  Now, you may have heard of augmented reality as it continues to become more and more influential in social media as well as marketing efforts, but if you have not, essentially, AR uses existing objects in our environments and digitally enhances them in real-time. Augmented Reality vs Virtual Reality It is important to distinguish between augmented reality and virtual reality — especially because a number of people get these two concepts mixed up or use them interchangeably. While both types of technology enhance your view with augmented digital images, virtual reality completely replaces the natural world you are in with these images.  In other words, if you were to think about it in terms of well-known games (pretending, of course, that all you can see is the screen itself and none of your surroundings), augmented reality would be Pokémon GO, and virtual reality would be Grand Theft Auto (GTA).  An example of augmented reality would be when you are looking for a new pair of glasses, and the online website you are buying them from allows you to “try” them on by allowing access to your phone camera. They will then enhance your phone’s camera view by showing you what you would look like with those glasses.  There are, of course, a number of other use cases of AR 3D software, and businesses of all kinds can benefit from implementing this kind of software into their repertoire by providing a more unique and personalized experience for their customers as well as allowing them to see the items they are purchasing in more detail.  Since web AR visualization software solutions can be such a valuable addition to your business’s product descriptions and advertisements, it is no surprise that there are a number of solutions available on the market today that can help you become a leader in augmented reality marketing before all of your competitors are doing it too. How to use Augmented Reality in your e-commerce You are likely wondering why augmented reality technology is so important today and what it means to use AR in your business. Well, in respect of importance, augmented reality is essentially the new big advancement in technology, and for a society that heavily values technology and its advancements, AR is simply the best way for you to appeal best to your target audience.  AR technology enhances customers’ experience with your products and gives them a better idea of what they are buying and makes them feel more confident about that decision. AR for your online products can dramatically increase customer engagement, increase the likelihood of sales, improve customer satisfaction and retention, reduce the number of returns and enhance your brand identity. So, now that you know some of the benefits of AR technology for your business, you may be wondering how to make augmented reality a part of your online shopping experience. Luckily, there are a number of tools and software solutions, like Zakeke, available on the market today that can help you to do just this.  But what exactly does implementing AR into your online store mean for your website? Essentially augmented reality can be used as a way to help your customers view your products more clearly and thoroughly. This can help them to feel more comfortable with their purchase decisions because they will know exactly what they are purchasing before they do so.  This is much like being able to pick up and inspect a product in person in a traditional brick-and-mortar store and can ensure more confidence in their purchases and fewer returns of your products. Additionally, AR views of your products can help your customers to see what the product will look like in their environment in real time. For example, if they are looking to buy an armchair, they can see what it will look like with their other furniture and ensure that it is what they are looking for before they purchase. Web AR examples: Flex Arcade case study Before diving into some examples of Web AR, it is important to know exactly what this term means. Basically, Web AR is a technology that allows you to easily view and share AR experiences over the internet — without a specialized app to view the AR experience — on multiple devices.  This is incredibly valuable in the world of e-commerce because not everyone is going to have the same apps downloaded on their devices and many people will not want to download an app simply to view a product when there are other businesses that allow them to view those products without having to download anything. So, what is a good example of where a Web AR framework, like Zakeke, has been used well? We can talk about one of our customers, Flex Arcade, who sells customizable arcade cabinets and was able to use Zakeke’s platform to offer easily customizable 3D models of their products that the customer can personalize themselves easily online.  Before using Zakeke, Flex Arcade’s team had to do all of the customization themselves and they were drowning in the manual work that entails. But today, Flex Arcade is one of many successful augmented reality examples that use the technology to not only make their customers happy but also lessen their internal workload as well. How to choose your AR Visualization software Since augmented reality software can be so incredibly useful for businesses of all sizes and industries, it is no surprise that there are more than a few different platforms and tools available that can help a business to create these AR-enhanced online storefronts.  Now, while having a number of different options can often be a good thing because it means that you can

Today, many brands are interested in using or are already starting to use AR for marketing in the metaverse. Online stores today use AR-based product visualizations that deliver interactive product experiences that connect with customers on an emotional level and potential customers can use the technology to check out products from practically any location. For businesses, moving augmented reality from online shopping to the metaverse may be the incentive needed to move AR-based marketing to the masses. Augmented Reality in ecommerce Most people have already experienced AR technology through a smartphone app with over 50% of smartphone owners claiming to have already used AR apps when shopping. In this post we will define and focus on augmented reality as a virtual interactive experience of a real-world environment where real objects are enhanced by digitalized perceptual information, and virtual objects can also appear within the real-world environment. AR enables brands to create an online store where shoppers can move around and interact with virtual and real objects. For marketers, AI enables the creation of new advertising and product interaction experiences such as virtual storefronts, signs and billboards that are visible to all who are within a defined area of the metaverse. Why Augmented Reality? When using augmented reality the real world becomes metaverse-enhanced and doesn’t require people to leave reality to visit. That’s a key reason why AR and its blended real world and virtual world experience will likely become a part of our own world. The viewing experience is also more relaxed and more palatable to most people than say a VR experience as there are few people who are willing to stare for hours at screens a half-inch from their eyes and remain detached from the world around them. AR as a Marketing Tool In order for there to be an effective AR-based marketing campaign, there must be an audience to which to market. Today you may not know anyone that regularly spends time in the metaverse or perhaps you know someone that spends a regular amount of time in a metaverse wearing AR glasses or using an AR app. Looking ahead we expect that most people will experience AR and the metaverse. This doesn’t mean that brands should wait for broad adoption of AR as now is the time to start preparing for emerging marketing trends in the current environment and in the metaverse. Businesses and marketers need to study the trends of the metaverse now so they don’t find themselves left behind when the technology is mainstream. The initial interest in the metaverse reveals a major opportunity for brands to start experimenting with sales and marketing strategies. The widespread use of AR is here and now as the hardware has now become technologically advanced and low enough in cost to be adopted by a mass market. Widespread adoption will largely depend on whether there are enough easily identifiable use cases for AR.  AR has the potential to enable marketers to position their products in the best light possible, as it enables marketers to provide a narrative of their products in real-life and allows customers to experience this reality.When used properly, AR is a powerful tool for businesses and marketers as it allows customers to experience products in a variety of use cases that may not be immediately obvious and it gives them the freedom of how to engage with a brand. AR in the Metaverse Consumers have high expectations for brand experiences in the metaverse and they expect to be receiving more dynamic, enriching product information in this new environment. The brands that will win out are those that are willing to try out the technology now, so they can deliver positive experiences when consumers start rushing to join. The biggest advantage of using AR is that it opens up a world of possibilities that don’t exist in real life and it is available to use now. A consumer can create virtual artwork that appears on the wall or ceiling, and may be animated or continually changing and is always available for anyone with AR glasses to see and engage. For those skittish about needles perhaps virtual tattoos will be more to their liking and yes, they may be animated. As consumers walk down a store aisle, they may look at a product to see an AR enabled product descriptions, pricing, available accessories, and so forth.In your home, instead of sitting in a particular room with a TV, one could sit anywhere, indoors or outdoors, to watch a movie on a wall-sized screen. When working on your car, you could look at the area being worked on to see a schematic overlay. For almost any item a person can purchase, they can use AR to view it in their home or on their body. This metaverse vision is about being in real places where mixed reality glasses can reveal otherwise invisible digital layers. For businesses, marketers and advertisers, these types of scenarios present opportunities to interact with prospects and customers.  Currently, many brands use augmented reality to enhance their marketing efforts through the use of AR-enhanced mobile apps that allows potential customers to try out clothing, makeup and hairstyles on themselves or see a piece of furniture in their own homes. Many consumers have stated that they prefer shopping online over in person, however, there is an element missing from much of today’s online shopping and that is the act of trying on, and interacting with a product before you buy it. AR allows consumers to experience and interact with a product before purchasing it, creating a strong bond between the buyer and the product. Consumers can do that today with current AR experiences and that capability will become even more rich in the metaverse. In stores, retail spaces, online and in the metaverse, shoppers can use virtual try-on filters to simulate how they might look any type of apparel (hats, shoes, watches and jewelry) without visiting a store. This allows users to purchase with confidence,

The History of Augmented Reality The term “augmented reality” was coined by Tom Caudell in 1990 and popularized by Boeing researcher Ronald Azuma in 1997. However, the technology dates back much further than that. The earliest known example of AR is from 1950 and the work of Morton Heilig. Heilig was a cinematographer and designed what he called the “Sensorama Simulator.” The Sensorama Simulator was a machine that allowed users to experience movies in a completely immersive way. The machine had stereo speakers, a stereoscopic 3D display, fans, smell generators, and a vibrating chair. Heilig only built one prototype of the Sensorama Simulator, but it’s considered the first example of AR. Other early examples of AR include: Telespace Mask: Created in 1960, the Telespace Mask was one of the first head-mounted displays (HMDs). The mask displayed simple computer-generated images and was intended for use in teleconferencing. Heads Up Display: In 1968, Pierre Pestieau patented the Heads Up Display (HUD). HUDs are now common in aircraft and allow pilots to see the information without looking away from their field of view. Sword of Damocles: In 1968, computer scientist Ivan Sutherland also created an HMD called the “Sword of Damocles”. The device was so named because it was too heavy to be worn for long periods of time. The Sword of Damocles was the first AR system that allowed user interaction. Of course, today’s AR is much more accessible and doesn’t require the machinery that older versions required. Now, AR is easily accessible with mobile phones, tablets, computers, and handheld devices. What AR Is and What AR Isn’t One of the most common misconceptions about AR is that it is sometimes confused with VR (virtual reality). Though sometimes used interchangeably, the two technologies are very different in both application and technologies. What Augmented Reality Is Augmented reality uses existing reality and physical objects in our environment to develop digital enhancements in real-time. This digital information is then layered on top of the physical world to change or improve it in some way. For example, an everyday use of AR is to display text messages or social media notifications on top of our view of the physical world. This allows us to see the information without taking our eyes off what we’re doing. The goal of AR is to make it seem like the additions are part of the actual environment that can be interacted with. To experience AR, users have to operate a device loaded with AR software and a built-in camera. The camera and software work together to analyze the environment and determine where to place digital enhancements. Through the technology, the enhancements can often be manipulated or engaged with somehow. Augmented reality is used in many ways across various industries.  What Augmented Reality Isn’t As mentioned, AR is sometimes confused with VR. Virtual reality is not a digital enhancement of a real environment. Instead, VR completely replaces the natural environment with only digital images. Through a device (like a headset), a VR experience is all-encompassing and shows its user only what the software has been programmed for the user to see. Users can engage with virtual objects in VR using controllers or movements.  Oculus Rift, Playstation VR, HTC Vive, and others are examples of virtual reality equipment. Though it is often used for gaming, there are many other applications of VR used by many industries, including health, science, and humanities. AR is also not 360-degree videos–though AR can use 360-degree video software to enhance the experience. 360-degree videos are also immersive, but just in the way that you can view different parts of the world by moving your phone or another device around. Mixed reality (MR) is perhaps the closest to augmented reality. The key difference between MR and AR is that MR produces synthetic content that reacts with real-world content. Mixed reality used to be a term used more often but now augmented reality has almost completely replaced it.   How Augmented Reality is Used Today With the technology becoming more and more popular worldwide, augmented reality can be found across many different industries, platforms, and devices. Today, many people use AR without much thought about it. Digital Information Displays What used to be the work of science fiction and movies, where display screens shared important information, is now found in cars and other transport vehicles. You can get real-time directions, information about accidents or upcoming road hazards, the weather, and just about anything else pertinent to your operational success directly from your dashboard. Inserting Labels Products utilize AR technology to make their marketing more interesting and bring to life their brands. The wine brand 19 Crimes, for example, allows users to scan their phone across a label and receive an augmented reality video of the character being displayed. The character goes into a story about their history and creates a level of intrigue that doesn’t exist anywhere else on the wine shelf.  Backs of cereal boxes also offer a full AR experience right at the breakfast table. See The Product In Your Space or On Your Face With some apps, furniture and home goods brands now offer the opportunity to see specific products as they would live in your space or home. While you can’t sit on a virtual couch (yet!), you can see if it matches the rest of your belongings or see how it might fit in a specific space. Warby Parker launched their AR app in 2019 as a way for customers to see how they’d look in certain eyewear. Instead of waiting for a package to arrive, only to be disappointed, users can check out firsthand whether they like the style or color they chose. Social Media Filters Snapchat, Instagram, and TikTok all currently use AR technology to help social media users manipulate the way they look or the space around them. Some are silly and meant to entertain, while others offer truly remarkable transformations that flow seamlessly as though part of the real

In the last year, the E-Commerce industry hit an inflection point as lockdown restrictions forced consumers into their homes. During this time, while other economies suffered, E-Commerce’s share of global retail trade hit 17% in 2020, as compared to 14% the previous year. Global online retail sales hit a whopping $8.1 trillion during 2026 as consumers preferred buying their goods online instead of brick-and-mortar stores. While a main driver for the E-Commerce boom could be the onset of the coronavirus pandemic, there are many reasons why customers turn to online stores instead of their physical counterparts when they are in need of a shopping spree. Emerging technologies like virtual reality (VR) and augmented reality (AR) have made their way into the retail world. These new advancements have augmented shopping capabilities that are able to enhance the customer experience and mimic in-person traits of shopping in a brick-and-mortar store.  That, and they are able to do it within the comfort of their own home. Innovation in retail to deliver the ultimate customer experience In the modern world, customer experience has moved to the forefront of every branding and business strategy. In a nutshell, customer experience encompasses all the touchpoints that an individual has with a business and how it forms their relationship with the brand. Optimizing the customer experience can go a long way in finding sales opportunities, promoting customer loyalty and word-of-mouth marketing. 52% of customers say that they have made repeating purchases after a positive customer experience. Retail brands need to do more to provide a pleasant experience, one of which takes place during the shopping process. Augmented shopping as a strategy to drive sales The opportunity to visualise a product prior to purchase or a visit to a brick-and-mortar store is a massive advantage to retailers and customers alike. On the other hand, digital commerce sites have a massive impact on time saved shopping, an impulse desire to buy, and how the customer interacts with products. This will enable marketers and retailers to really understand who, when, and what purchases are being made. However, the caveat is: customers are not able to actually hold the product in their hands, or see it in real life. As a result, there could be disappointment when they receive the actual product in the mail or during delivery. By addressing these potential challenges in E-Commerce, product visualisation through AR and 3D modelling on websites and mobile apps are a game changer for e-retailers everywhere. Bringing the products to customers with Augmented Reality To tap in on sale opportunities, retailers need to help their customers visualise the way they will use the product. For instance, furniture buyers can leverage augmented reality to see how certain furniture will look in familiar environments. AR technologies make this possible by imitating home environments and altering the design and aesthetic of each presentation. To put things in perspective, this experience is similar to that of a furniture showroom where shoppers are put in familiar settings like the bedroom or living room. This makes them more likely to make an impulse purchase online, while also avoiding the “it looked better in pictures” conversation. According to Apple, AR has the ability to increase the likelihood of purchases by 11 times.  Another product where a physical try-on has a significant impact on the purchase decision is clothing. Previously, clothing buyers could only imagine what a certain dress, or a pair of pants, would look like on them based on a modelled version. However, given the diverse body type, this was limiting people’s options. Now, retailers can create a live prototype of the buyer’s body type based on their individual measurements. Shoppers can have a better visualisation of how clothing will look on them, similar to a try on at a physical store, through a 3D and Augmented Reality viewer. Getting retailers up to speed When consumers experience AR technology such as this, which allows them to try on products with ease, they begin to expect this experience in different brands. Because of these expectations, retailers need to work to meet this new standard. The new era of consumers means higher expectations and new preferences. As more consumers move online, e-retailers need to leverage on this consumer shift to get ahead of the competition. Their customers will continue to expect shopping experiences that are equal to, if not better, than that of a brick-and-mortar solution.  Zakeke works with online businesses to deliver the ultimate augmented shopping experience. With seamless integration to major e-commerce systems like Shopify, Woocommerce, Salesforce, Opencart, Etsy and Bigcommerce, Zakeke enables retailers to offer personalised product visualisation. Whether it’s clothing, shoes, jewelry or watches, shoppers are able to know what they’re going to get before checking out, which means fewer refunds, complaints, and a lot more satisfaction.

Augmented reality is ready to transform the relationship between customer and supplier in the B2B market. Discover how a 3D & AR Product Configurator can help you in your sales process.

Technology is always evolving and finding ways to impact people’s lives. Among its more recent contributions is Augmented Reality or AR, the lesser cousin of virtual reality. While this technology is nothing new, its application to the e-commerce ecosystem fairly is. With increasing demand, improving device capability, and the growing urgency for contactless transactions, AR is being touted by industry experts as the next big thing in the tech world. Online retailers have been reaping the benefits of AR since it first came out, but there are many more ways that AR can impact consumer behavior. The Growing Problem of Online Product Returns As an online shopper waits for a product to arrive, the anxiety mounts along with the anticipation. Is the size just right? Will it fit perfectly? Does it look exactly as it does on the website? These are just some of the questions that chip away at a consumer’s confidence in online shopping. When the package finally arrives, the anxiety has usually mounted to a level where the slightest disconnect between expectation and reality is amplified, enough to return the product to the seller. For many years, this inability to interact physically with a product is one of the biggest disadvantages of online shopping. It is the driving force behind the 30% product return rate in the UK and the $550 billion loss in the US. E-commerce companies could not replicate the level of interaction that customers can get at brick-and-mortar shops. Still, there are ways to create an entirely new shopping experience that can increase consumer confidence in the products they are purchasing online. This is where AR technology comes in. The Power of Product Personalization The integration of augmented reality into e-commerce has given many retail brands the tools needed to engage consumers in meaningful ways. This has the potential to translate not only into reduced product returns but to a significant boost in product sales. One of the most important features of AR in the context of online shopping is the ability of the shoppers to see what an item looks like on them or in their home. For instance, a user can superimpose virtual lamp models and other decorative items into their own space. It allows them to visualize ownership of the product in ways that even brick-and-mortar shops could not.   AR has also found its way into the automotive industry. Online customers are given the ability to personalize the style of trim, the accessories, the interior, and the color of a vehicle they intend to buy. This level of engagement makes customers more likely to make a purchase, whether outright, on succeeding visits, or with a trip to the nearest retail branch. Amazon has already taken significant leaps in this direction. In its effort to revolutionize product customization, the massive retail company purchased Body Labs, a 3-D body scanning company. They are also set to acquire an AR-driven service capable of delivering a perfect fit for all online shoppers. With these and upcoming developments in AR and e-commerce, there has never been a more exciting time to shop online. Using the Right Tools Using the right tools and solutions, you can enable product customization, reducing product returns and protecting your brand image in the process. One such tool is Zakeke, a web empowering service that helps businesses optimize product visual personalization to enhance customer satisfaction. Thanks to Augmented Reality features and 3D photorealistic models, customers can see exactly what they are buying. They can zoom in, rotate it and see item from every angle. How it works? Request a demo here or Start a free trial now! Stay up to date and follow us on LinkedIn, Facebook and Instagram