Deriving value from augmented experience depends largely on how well the technological intervention can display the most significant product attributes to customers.

Immersive and engaging browsing experience on smartphones is transforming the retail landscape. All thanks to Augmented Reality (AR) and 3D technology, today, buyers can easily select and shop from wherever they want. Instead of perusing a catalogue of products, they select a product type and then shop it by adjusting it to desired colour, dimensions and style. Buyers could also virtually try out the product before purchasing using just their smartphones.

The increasing proliferation of low end smartphones that can deliver augmented experiences is significantly driving the growth of the AR market. According to Worldwide Quarterly Mobile Phone Tracker by International Data Corporation (IDC), in the second quarter of 2020, the low-to-mid end segment ($100 to less than $400) dominated global smartphone shipments with 60% market share. Further, according to Deloitte's prediction, today, over 1 billion tablet devices and smartphones can deliver augmented experiences.

However, we are still in the early days of the AR led revolution. Deriving value from augmented experience depends largely on how well the technological intervention can display the most significant product attributes to customers. Moving forward, let's discuss how the technology is transforming the browsing experience on low-end smartphones and tablet devices and how brands can make strategic decisions about how to apply AR across the customer journey for meaningful results.

First Class AR Experiences On Low End Devices

Today, with evolving consumer behaviour, many brands are subscribing to augmented shopping to increase sales and drive engagement. This strategy is popular among brands as today’s shopping experiences are happening in many different contexts: on-the-go, at-home, and in-store. Also, augmented shopping helps customers feel more confident in their product selection—whether through the ability to configure unique product designs, richer product information or via deeper emotional connection from immersive brand storytelling. Today, retailers are offering a highly standardized range of products with high opportunities for customisation. For example, automotive retailers provide a vast opportunity for each customer to customize and configure the product models.

AR in the retail market is expected to grow from USD 18.8 Billion in 2020 to USD 50 Billion in 2024, according to a report by Markets and Markets. There are many examples of how savvy retailers are integrating AR-enabled solutions into their offerings. Tata Motors' launch of the new Tata Safari 2021 aided by AR is one such example. The company launched the Tata Safari AR experience to provide a virtual experience to customers at their preferred location. The experience is power packed with interactive features using AR which gives a real-life experience of the vehicle. The best thing about this experience is that customers using low-end smartphones can also augment a car in their homes. This is truly revolutionary as no other brand has been able to engage with this segment of customers through AR. For a market like India where a significant part of market share is dominated by low-end phones, this will be true game changer.

It is great how brands are offering first class AR experience of their products/services on low end devices. Along with providing the AR experience brands have to ensure that the experience is smooth, has no lag or interruption, follows an optimum speed, has realistic rendering and intuitive UX/UI etc. Only when brands will be able to do this, will they be able to truly scale AR to meet the needs to the end customers.

Intuitive User Experience Is The Key

Designing AR experiences that are easy to use as well as intuitive is a crucial element of AR content creation and UI/UX design ensures this important part of crafting memorable AR is addressed well. It provisions a carefully curated experience and addresses all key elements - how users interact and navigate, movement in 3D and smooth connection between real and virtual world. This becomes especially important for creating AR experiences in low-end devices. The experience of the customer in such devices should be enhanced by the UI/UX. Unless brands can do this, they won’t be able to scale AR for the masses.

The Ability Of Brands To Measure ROI From AR Investments

One of the key benefits of AR is the ability of enterprises to immediately calculate the return on investment (ROI) as long as it is planned and executed correctly. But the focus should be ultimately on what will increase sales conversions, improve customer engagement and promote long term loyalty. This becomes especially crucial to scale AR, specifically when brands are providing AR experiences in low-end devices. The technology to provide such powerful experiences in low-end devices requires significant investment in R&D. Without proven ROI, brands would be wary of making such investments.

Summing Up!

Given the increasing significance of technologies around augmented shopping, brands shouldn’t delay building their knowledge in this area. It's the right time to discover the ways AR and 3D technology can enhance the browsing experience for all types of customers including the ones using low-end devices. Providing AR experience on low-end devices is the newest trend in AR. The brands that stay ahead of this trend will get an edge. After all, technology is the future!

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house