A Shopping World Without Return
The shopping process brings along many exciting feelings; finding the perfect dress, pair of glasses, or the perfect lamp that will complete the décor in your new home. However along with the positive feelings, comes the dread of trying on that dress, ordering those glasses without knowing how they will looke, or if the lamp will complement the other furniture. These feelings are known as customer pain points. Now imagine a world in which we can shop with full confidence that we are making the right purchasing decisions.
In today’s increasingly demanding world, technology offers quick fixes to improve the customer shopping experience, and minimize unpleasant experiences. As smart phones and devices enable the widespread reach for AR applications, an increasing number of brands have been leveraging the use of AR in strategic marketing initiatives. The opportunity for consumers to visualize or try on a virtual replica of a real product or service ranging from glasses, makeup, and furniture attracts many retailers to the technology, and consumers to the retailers.
As one of the most successful furniture companies in the world, IKEA offers a wide variety of furniture, home accessories, and design items. The brand is known for their modern designs, eco- friendly products, affordable prices, and flat- pack furniture that consumers can purchase online, in stores, and assemble themselves. In addition to their core product offering, IKEA is known in the tech world as one of the first companies to use augmented reality in their marketing initiatives.
In September 2017 IKEA launched an augmented reality app called IKEA Place, which aimed to solve a practical problem to furniture shopping which many consumers faced. The IKEA Place app used AR technology to allow users to visualize how the furniture will look in their space before making their purchase. Consumers can then feel confident they are making the right choice, and eliminate the burden of needing to return furniture that doesn’t fit or look just right. Through this AR feature, IKEA has created service- centered value for their customers as it signals that they understand the challenges involved in the furniture shopping process and wants to provide support.
For retailers such as IKEA, using AR in marketing benefits the brand because the virtual try-on opportunities improve conversion and return rates. The interactive, and personalized shopping experience keeps consumers engaged, satisfied, and returning to the brand over competitors to leverage the technology. The technology also significantly decreases the post purchase dissonance consumers experience. Post purchase dissonance refers to the customers uneasy state of mind or regret after buying a product or service. If the product does not live up to the consumers expectation or vision, they experience dissonance, regret their choice, and return the product. Implementing AR features helps to reduce this experience as consumers get a visual sense of what the item will look like in their space before purchasing, therefore were more satisfied with their decision post purchase.
Creating AR content for consumers can aid brands and retailers in expanding their business, driving sales, and gain insights on consumer behavior. AR facilitates a greater amount of interaction and personalization between a brand and their consumers- the brand can share exciting augmented content with the customer, who in turn, builds a connection to the product in an engaging way.
