Snapchat Report - The value of AR for marketers
E-commerce is constantly evolving. New trends and consumer habits are emerging, which is transforming the buying process. Brands must therefore stay on top of these developments and adapt as they go along. Let's take a look at these new paths and the importance of augmented reality!
An omnichannel shopping path
The touch points and channels through which brands sell their products are becoming increasingly diverse. Experiences phygitales are emerging one after the other. By combining the physical and the digital, brands are offering multiple shopping experiences to seduce their customers. Augmented reality appears to be an ideal option to accompany Internet users in their decision making thanks to a realistic projection.
According to a study conducted in 4 markets (USA, UK, France and Saudi Arabia) by Alter Agents in conjunction with Snap Inc. and Publicis Media, the increasing use of augmented reality in the shopping process was highlighted. Thus, augmented reality is now considered to be the future of shopping. Indeed, AR makes it possible to stimulate purchases, particularly by convincing Internet users. This is the case for 69 % for clothing and 74 % for cosmetics. So why does AR boost sales?
The first important point is trust. Indeed, augmented reality gives Internet users more confidence. By visualising the products, 80 % of Internet users can project themselves more easily and be inspired by the proposals made by the brands. Pair of trainers, mascara, glasses, lipstick... Many products can be staged. Interactive AR content can also be designed to provide entertaining and engaging experiences. These benefits reduce the likelihood of returns, an important consideration for brands.
In addition to trust, users are confident that they are making the right choice. This also explains the fact that buyers do not return their purchases. They are already sure of their choice when they make the purchase since AR has allowed them to visualise the final result on them.
Augmented reality therefore appears to be a very useful tool for both brands and buyers, a quarter of whom say they use AR to replace the physical experience they might have in a shop, for example. A vector of reassurance, visualisation and support in the purchasing process, augmented reality is therefore an interesting development lever for e-commerce.
Stimulating purchase intentions
Among the top 10 factors of purchase intention, 7 are options related to augmented reality. This way of seeing the product and trying it out has therefore become very popular and appreciated by Internet users. With increasing digitalization in multiple services, Internet users expect fluid experiences to accompany them in their purchasing process. Used before and after the purchase, augmented reality is the ideal technology to project yourself, to have additional information about the product or even to share the experience.
Snapchat is one of the pioneering networks for AR. By placing itself behind the websites of shops, the application is the second largest source of discovery for augmented reality. For this, the implementation of training with marketing specialists is interesting, especially to produce quality content.
Augmented reality therefore appears to be the future of shopping, with many possibilities for development. Using AR is a real way to give users confidence in their future purchase and thus avoid returns. Do not hesitate to contact one of our experts for any further questions!