Augmented Reality — Adidas
Augmented reality is marketing friend in which the real world environment is interacted with computer generated information. The actions performed in the real world can be collaborated with is sensory visuals prepared by the technology (McLean & Wilson, 2019). This type of technology has recently been significantly adapted as a marketing strategy. This marketing trend was also opted by Adidas. Adidas is a multinational organization that falls under the industry of sportswear (Virtual Reality Marketing, 2020). The company utilizes augmented reality as a part of its marketing technique through a mobile application
An augmented reality application was created by Adidas that work on and IOS system. The company partnered with Vying, which is a software company. The application is to be downloaded by the users and they will be able to see the visuals of some of the iconic products launched by Adidas (Virtual Reality Marketing, 2020). Eventual experience will be provided to the consumer regarding how their selected model would look on their feet. This allows the consumer to have a real life experience on the products that a company provides. The application requires related consumer to open their camera after selecting a model of the products. Related product will appear on the feet of the individual once the camera is placed over there(McLean & Wilson, 2019). The consumer can change the model throughout the video in order to experience multiple products.
The marketing objectives that Adidas had included increasing conversions on its application and attractive new consumers to the business. The future that the company introduced within its iOS application was and augmented reality experience for the products that it has placed. Due to this feature the existing consumers were able to have a more personal experience of the products (Virutal Reality Marketing, 2020). Being able to visualize the products on certain outfits and on them allowed the consumer to make more informed decisions regarding which product prefer and would buy. As a result more consumers started purchasing after they were able to appropriately visualize without expensing. Moreover as a news broke in 2019 that the application of Adidas has new feature of augmented reality in which the consumer is able to practically visualize what the product looks like on them, a large amount of consumers were interested to try that new feature (McLean & Wilson, 2019). As a result the reach of this application increased significantly. This contributed to the ability of the brand to attract new consumers as well.
The most interesting part about how the company implemented augmented reality was the ease that it provided. The option of trying the shoes was right beside each product displayed on the application. No extra application was to be downloaded for this feature and no separate segment was to be reached in order to use this feature. The subsidized use it was a clever usage of augmented reality (McLean & Wilson, 2019). This marketing trends could be assessed to be fading soon. This is because even though the experience that this marketing trend provides is a personal one, however technology is drastically changing. There are multiple other marketing trends based on technology that will easily replace this trend and result in augmented reality average and undesirable
