Providing Immersive Experiences with AR, VR, MR Technologies
Posted By Khushboo Arora | 19-Jun-2019
The impact of technology in influencing the purchasing decisions of customers year on year. Leading consumer businesses have started experimenting with augmented reality (AR), virtual reality (VR), and mixed reality (MR) to market their brands more effectively.
AR, VR, and MR technologies provide a more immersive medium to engage with customers. Global consumer brands have shown a lot of interest since these technologies were first introduced. Some notable instances of their adoption by technology leaders are as follows -
Apple has introduced an ARKit framework to enable iPad and iPhone users to experience augmented reality (AR)
Microsoft uses Mixed Reality (MR) to merge virtual objects with the real world.
Augmented Reality (AR)
Augmented reality refers to an interactive experience featuring a real-world environment enhanced with computer-generated perceptual information across multiple sensory modalities including auditory, haptic, somatosensory, olfactory and visual.
AR-enabled shopping portals enable their customers to have a virtual experience while shopping with them. Brands like Burberry Beauty, Shiseido Cosmetic Mirror, Warby Parker, Walgreens, Sayduck, use AR to showcase and sell their online merchandise. AR has revolutionized the shopping experiences of millions of customers across the globe. AR integrated apps display everything virtually on mobile screens so that customers can make the right choice. Other applications of AR technology include -
Navigation and Tracking: Augmented reality makes tracking and pathfinding easier. GPS navigator uses a smartphone camera to guide people with directions to their destination.
Marketing: Online shopping portals use AR in their apps to add life to their 2D models. Many furniture stores use AR in their apps to enhance the user experience by displaying objects like faucets or furniture in actual spaces.
Better Training: Corporate meetings are easier to handle with AR technology. It virtually represents real-world objects in 3D, making concepts engaging and clear to the team members.
Virtual Reality (VR)
Virtual reality creates an immersive and simulated environment that is similar or completely distinct from the real world. Virtual reality solutions provide interactive mediums to strengthen advertising strategies, education programs, and entertainment content.
- Virtual Product Environment: Virtual wearables positively influence customers to gain a competitive advantage and market share.
- Presentation and Sales Tools: VR technology adds auditory and visual flair to presentations, that are ideal for influencing prospective clients.
- VR Trade Show: VR solutions create more brand engagement at conferences, trade shows, exhibitions and more. They perfectly engage attendees within a limited space.
- User Interactive Apps: VR apps are effective at providing an immersive customer experience with interactive 360 degree visuals
Mixed Reality (MR)
Mixed reality is the placement of virtual objects in a real environment. It aims to combine AR and VR technologies to produce environments where digital and physical objects coexist and connect in real time. Key MR applications include:
Educating Company Personnel: MR technologies can be used for creating interactive 3D models to upgrade the employee skills and knowledge
Retail Commerce: Home decor apps upgraded with MR technology enable customers to remodel their interiors and exteriors, select paint colors, furniture and decor before actually beginning the process
Design: 3D prototypes can be built faster with MR technologies. Implementing MR to fulfill design requirements provides better collaboration opportunities to teams, enabling them to view and discuss models remotely and incorporate changes immediately.
Benefits of VR, AR and MR technologies can be recognized by online and offline businesses. These technologies play a great role in improving brand engagement, increasing business sales and profit. Integrating AR, VR, MR with gaming apps or social media apps provides several interaction possibilities in a real-world setting. Creating a real-world environment for customers leads to a better online shopping experience, enriches learning and strengthens team collaboration.
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