Augment Reality — What did Nike do about it?
There’s no question that we are entering a high-tech era. Augment reality as the main trend of technology has been widely used in the marketing world. And today I am going to talk about a brand which is using this marketing trend. Nike’s lasted innovative App called “Nike Fit”. It is an app which is incorporating AR to help people measure their feet and get their correct shoe size. Before talking about the importance of AR in the retail, eCommerce, or marketing industry, we need to know what is AR first.
What is Augment Reality (AR)?
“Augmented reality (AR) is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory.” For instance, I think many of you may have online furniture shopping experiences. When I want to buy a chair from Amazon, it has a feature that allows me to place the chair I want to buy in my own home through the camera on my phone. AR technology is blurring the lines and boundaries between real and virtual life. I think it’s really cool!
Nike Fit
As I mentioned earlier, one of the most innovative ways that Nike is moving forward is by incorporating AR into its app to help people measure their feet and get their correct shoe size. This technology promotes the whole shopping experience much easier. Customers can simply download the app and accurately measure the size which decreases the online shopping return rate and increases customer satisfaction. This definitely supports Nike’s marketing objective “increase customer retention”, “increase eCommerce Sales”, “increase our Community Involvement”.
Some Insights
In my opinion, Augment reality will become more and more popular. First of all, Nike incorporating AR into its shopping applications and in-store environment makes the whole shopping experience become so cool. Customers are impacted by visual art. And AR plays an important role here. In addition, it markets products in a much more personalized way. Second, Augment reality provides more interactive scenarios. This can mainly be applied in the marketing area and improve customer engagement. Third, this technology did provide functional features such as measuring feet size accurately and decreased return rate.
AR is transforming the shopping industry, and Nike is just one company that is using this technology to help its customers. These benefits will help the brand to let more customers being happy and satisfied.
