Vipera Evanesca!*​​​​

Hello, once again earthlings! It took me fifteen hours, but finally, I am back home. Well, living on your planet has some ups and downs. While waiting in the “Non-EU” queue at Gatwick Airport holding a 10-kilo baby in my arms for one and a half hour, all I could think of was being teleported to my living room, this is very common where I came from as you may imagine. Then, I came home and the very next day I had a stupid fight with my husband. I wanted to push a button and make him disappear, or at least mute him, but these are not common techniques on earth either. So sad. I was struggling with these thoughts when I suddenly remembered this week’s blog post duty on Friday afternoon.

Something new in digital marketing… Disappearing my husband… That would be something new… Being teleported to my living room… Something appears in my living room… Oh, wait! I think I found it!

What is Augmented Reality?

According to Cambridge Dictionary (Oxford should have an easy to access online dictionary as well), augmented reality means images produced by a computer and used together with a view of the real world.

Augmented reality came into my life with Pokémon Go. It was our first week in the UK and my 33 years old husband was hunting Pokémon on the streets of Oxford. I, on the other hand, was flat hunting by myself back then, so it wasn’t annoying at all! Then almost all my friends started to share some weird pictures on Instagram, holding or kissing Pokémons.

I realized augmented reality was something in 2016. The video above was uploaded by IKEA on 26 Jul 2013. So, IKEA must be one of the pioneer brands that combined augmented reality with marketing. The idea was brilliant, the solution was much practical than using those tape measures in the stores and then imagining how it will fit, or will it ever fit your room.

While thinking of this IKEA example, I remembered Victoria‘s example in her post about facial recognition technology. Most of you will remember how Pepsi Max used a bus shelter and it was sure an augmented reality example as well. I checked if there are any other brands using this promotion technique and found this video below.

Suddenly, I had an awakening and realized that even SnapChat is using augmented reality! I knew it before 2016 then, I just wasn’t aware.

Why Customers Use AR?

Augmented reality sure brought a brand new way to communicate with the customers. But are there any benefits of using it, or is it just for fun?

Here are some examples that come to my mind in regards to how AR applications can ease our lives.

    1. We can place virtual objects in real-life environments to see if they fit.AR3 As mentioned above, IKEA was one of the pioneers, but their example followed and even upgraded by another company called Sayduck. Their way of modelling seems more realistic when compared to IKEA, and what is much better is Sayduck does not limit you to one brand. You can try products of different furniture brands such as Alessi, TON, or Wilde+Spieth via Sayduck’s application. When it comes to trying virtual objects, you are not limited to furniture only. With GAP’s Dressing Room application, shoppers can try on dresses without even leaving their home. All they need to do is selecting their body types through the application and voila! GAP is not the only brand benefiting from AR. Top ShopTimberland, Lacoste, and American Apparel are some other brands that used and still using AR. Make-up industry discovered AR as well. L’oreal first created an app called Makeup Genius and now is collaborating with an app called YouCam. Basically, these apps let users try some products and make selections by considering which ones fit their skins best before buying the actual products. Sephora and Benefit are following L’oreal’s lead. If you would like to hear more of this issue, here is WSJ’s Nathan Olivarez-Giles talking about new retail apps that benefit from AR.

 

    1. We can get information about the products in supermarkets.AR2 Although it is still not very common, there are some Retail AR apps that lead you towards the products that you are looking for in the supermarket. Project Tango has been working on it since 2016, and the most recent example I could find belongs to Dent Reality. It seems like Tesco had worked on these kinds of innovative stuff but could not really proceed since 2014. Well done guys!

 

  1. We can find our way in a new city.ar1 With a pretty similar functioning to supermarket navigation, it is also possible to detect the best places to shop, have a cup of coffee – sorry tea, we are in England – or nearest hospital with AR applications. Here is the promotion video of an application called AR City, that basically navigates users through a city.

Why Brands Use AR?

Simple earthlings, because it is FUN AND ENGAGING!

According to Google (2016), “In an average day, more than 1/4 of all users only use a smartphone, which is nearly 2X as many as those who only use a computer”, and “on average, in a given hour when actively using their phone, users interact with 4.8 apps.” The same study reveals that 33% of smartphone segment use shopping apps. C’me on earthlings, you know you love your apps. Even I change my eye colour into various shades on YouCam. I know you do have your own guilty pleasures as well.

Apps are fun, they increase the curiosity about the product and hence intention to patronize and purchase amongst the customers (Beck & Crié, 2018); they created a new form of customer experience and reshaped experiential marketing (Fuentes & Svingstedt, 2017). According to Scholz and Duffy (2018), “AR can indeed result in more intimate consumer-brand relationships, if marketers are able to keep the brand and transactional aspects of the app in the background.” And here are some other benefits of AR that I can think of; augmented reality apps increase customer interaction and engagement through gamification**; they are entertaining; they create a more exciting and interactive way of storytelling**, and it is easy to track the campaign results with AR apps.

Briefly, earthlings, although it has been a little while since augmented reality was discovered, it seems like you’ll keep seeing more of it. Probably we will not be able to mute or vanish our husbands or wives in the near future, but at least we can try by telling the magic words, huh?

Vipera Evanesca!

Nope, he is still here…

Stay safe until the next post earthlings!

References

Beck, M. & Crié, D. (2018). I Virtually Try It … I Want It! Virtual Fitting Room: A Tool to Increase On-line and Off-line Exploratory Behavior, Patronage and Purchase Intentions. Journal of Retailing and Consumer Services 40: 279–286.

Fuentes, C. & Svingstedt, A. (2017). Mobile Phones and the Practice of Shopping: A Study of How Young Adults Use Smartphones to Shop. Journal of Retailing and Consumer Services, 38: 137–146.

Google (2016). How People Use Their Devices What Marketers Need to Know, September [online] Retrieved July 29th, 2018, from 〈https://storage.googleapis.com/think/docs/twg-how-people-use-their-devices-2016.pdf〉

Scholz, J. & Duffy, K. (2018). We ARe at Home: How Augmented Reality Reshapes Mobile Marketing and Consumer-Brand Relationships. Journal of Retailing and Consumer Services, 44: 11-23.

* This post is dedicated to Potterheads such as myself, the words in the headline belongs to a vanishing spell used by legendary Alan Rickman (Professor Snape) in a scene from Harry Potter and the Chamber of Secrets. May he rest in peace.

** I put these stars just to prove you how familiar I am with marketing literature. Just kidding. These terms belong to this week’s module. I must be learning some stuff.

SaveSave

SaveSave

8 Replies to “Vipera Evanesca!*​​​​”

  1. Hi there!
    First of all, loving the Harry Potter reference! I absolutely adore augmented reality, and it was a God send when I was designing my living room! As helpful and efficient as this application is, do you think it could take over from employees, especially in supermarkets? With the introduction of self-service checkouts and self-ordering machines, these could possibly be a threat to jobs across the world. Given the choice, we would rather look at our phones and figure it ourselves than ask someone who works there, does that seem crazy to you?! I think augmented reality is brilliant, but I also think it should aid alongside rather than take over, what do you think about this? Great topic to talk about, and I very much enjoyed reading it!
    Lauren

    Like

    1. Hi Lauren,

      I am sure you have heard about Amazon Go, Amazon’s supermarket where there is no tills or staff. You scan your Amazon ID to get in, get whatever you want, and they just charge your Amazon account. I think somehow all job groups will evolve in accordance with technological developments. Take doctors for example, there are already robots produced for surgical operations (https://www.forbes.com/sites/haroldstark/2017/07/10/prepare-yourselves-robots-will-soon-replace-doctors-in-healthcare/#31b8031252b5). So yeah, maybe it will start with supermarkets but soon it will take over all kind of jobs. This doesn’t mean there will be no human touch, but maybe future jobs for humans will be more computer programming related. I don’t know if we would live long enough to see that though 🙂

      Best,
      Isil

      Like

  2. Hi Isil, I enjoyed reading your blog and I wrote a blog on Augmented reality in week 2 so it’s interesting to read another view on this.

    I really like augmented reality and based on stats set to grow massively in the future. I like the fact that it can be used in multiple industries and multiple tasks. Customers choose what they want to see, lol or in your case not see :).

    I work in the construction industry and we are already trialing AR (hololens) on our projects to see how this can benefit our projects in the future the potential is huge. It’s also got a really great learning element to it and education I this is set to be changed significantly with students being taught in AR. How much more will you be interested in history if you can me transported to WWII in your classroom than having to imagine what it was like!! There’s also a lot being done in medical teaching so I’m really excited to see the future of AR and what real benefits it brings – will doctors one day be able to put glasses on and see how our internal organs are functioning (obviously not without previous scans) but will this application change the way we treat people or even be able to diagnose people quicker. Obviously it’s also really great to be able to see if that sofa you’re desperate to have will actually fit in your living room before making a very large mistake 🙂

    Like

    1. Hi Caroline,

      I just read your post after reading your comment. I must have missed it, otherwise, ​I wouldn’t choose the same subject 😦 Sorry for any inconvenience. I loved the visuals you have selected, the whole blog seems very neat, it is not surprising that you are an architect.

      I share your excitement about the future. And if the doctors could diagnose people that quicker maybe NHS would let us see some consultants as well 😉 I must admit that I sometimes fear about the future and human race being destroyed by the robots though. I don’t know if I am a little too much under the influence of the sci-fi stuff that I watch… Have you watched Westworld by the way? 🙂

      Best,
      Isil

      Like

      1. Hi Isil, Thanks for reading my blog and don’t be silly of course you can write about the same topic – that’s what’s great about this module we get to share opinions and other points of view to be able to develop our own understanding and knowledge of the topic :).

        Yes I do watch Westworld and love it 🙂 I’ve missed all of session 2 though because of being quite busy so I’m looking forward to catching up over the Summer break 🙂

        It is very exciting and also slightly scary looking at what the next 20 years will bring and what differences/ innovations we will see over that time that will change the way we function in society and our own lives!

        Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s