Virtual reality (VR) and augmented reality (AR) have found their place in many areas of the internet and offline. VR trends in eCommerce are taking the shopping world by storm, a revolutionary step in progress.
Virtual reality (VR) and augmented reality (AR) are technologies whose terms are often (incorrectly) used interchangeably. VR allows you to penetrate deeper into technology and allows you to taste it from the inside, while augmented reality only imposes certain elements on our real world. It’s like comparing diving in the sea with swimming on a mattress – it’s the same swimming experience but in a completely different way.
- Virtual reality has been around sometime now in PlayStation and other video games. It takes you into another world where you can move about visually, and interact with the virtual environment using some type of controller. However, for its collection, you need special glasses that allow you to see the world in 3D and 360 °.
- Augmented reality is relatively new being adapted for online shopping. It takes fewer bandwidth requirements to deliver and is more economical to develop. A shopper can select one item and have it matched up using AR to see how a completed set looks.AR, or augmented reality, is a technology that connects the virtual and real-world, merging it into a computer-generated image. AR overlays two images, allowing contact with the virtual world. To receive augmented reality, unlike VR, you do not need any tools other than a smartphone or computer.
When Did Virtual Designs Start
The seeds for VR and AR were planted at least 20 years ago. The future is here, what is next? It has taken a long time coming but finally, computer hardware and networking services have the power to deliver the high-quality visual effects required for virtual reality and video presentations over the internet. I remember playing around with 3D walk-throughs in my early years. But even 5 years ago the hardware could not deliver that kind of visuals in a fluid run for everyone. Few people had the kind of internet speed required to even connect to a virtual reality presentation.
VR and AR Application
Today with VR help, architects and developers present their dream homes and apartments to clients. And this is even before the proverbial first shovel is hammered in. Doctors can participate in remote surgeries. Thanks to virtual panoramas, probably every internet user has used the Google Street View service, and art connoisseurs can visit the most famous museums in the Google Art Project. But it does not end there. VR and AR have found their way into almost every aspect of the shopping experience from clothing stores, shoes, furniture stores, and even automobile dealerships for virtual test drives.
VR Uses Various Devices For Display
Virtual reality presentations require special hardware to view the 3D worlds it creates.
- Head-mounted display
- Head-up display
- Handheld display
- Spatial display
The use of VR and AR is not limited only to the commercial user. Governments and military are using it for training purposes or reconnaissance of remote locations.
- Aerospace & Defense
- Industrial
- Consumer
- Commercial
- E-Commerce
- Retail
The Future, Future of AR and VR
According to Retail Perceptions Report, 40% of consumers would be willing to pay more for a product if it could be interacted with. Augmented and virtual reality connect with the real world, supporting online sales.
Zion Market Research says that the AR market value was $17.14 Billion in 2020 and is expected to reach $128 Billion by 2028. the only blockade now for the advancement is cost. It takes a lot of time to develop these presentations. Developers with this kind of skill get paid more than $50 per hour. So you will not be seeing too many mom-and-pop stores setting up VR or even AR shops for a while if at all. The extensive cost of development for VR and AR is just another nail in the coffin for small businesses.
Options For Virtual eCommerce For Small Business Owners
There is still the thread of hope that small businesses can easily create 3D tours rather cheaply. There are several programs and even online services that can help you create walkthrough presentations. The best I have seen is Matterport. AR also is not nearly expensive as VR. These options keep the small business owners in the running for now. There is also, for now, the other obstacle and that is getting the delivery devices in the hands of shoppers for VR. The cost for the VR user headset can be more than $200 each. But corporate creative business endeavors will quickly overcome that obstacle with cheap devices for regular customers.
The advantages of using augmented reality in the online store:
- simplifies the purchasing phase,
- reduces the risk associated with online shopping,
- increases trust in online shopping and in the brand,
- draws the attention of customers,
- builds and maintains relationships with the client,
- arouses interest and curiosity,
- improves the brand image in the eyes of customers,
- shapes customer loyalty,
- increases sales,
- increases the time spent in the store.
AR from the e-commerce perspective
Ever since the reality of AR saw the light of day, it has made a small revolution in the area of e-commerce. Over time, it has also changed the way you shop online. It made online stores gain an advantage over brick-and-mortar stores. Consumers who so far were attracted only by the possibility of trying on, measuring, and physically checking the product, thanks to AR, began to transfer their habits to the Internet. Online shopping is faster, more convenient, and often cheaper, and the consumer does not have to leave his room to buy a new pair of shoes.
In e-commerce, augmented reality is more important. AR reduces the physical limitations of online trading. It allows you to commune with a product or service without leaving your home, e.g. using 3D visualization, QR codes, filters, virtual fitting rooms, or virtual sellers.
With the development of online stores and technology, consumers began to expect much more from brands that operated online – faster delivery, cheaper products, hassle-free returns, and the ability to accurately check and match goods. Before making a purchase, the consumer wants to be sure that he or she is choosing well. Enabling him to do so affects the positive perception of the brand and the shopping experience – it will make him come back for more. Augmented Reality supports e-commerce.
“Consumers, before buying on the Internet, want to be sure of their decisions, show greater interest and commitment, having at their disposal AR advertising or entertainment that the brand makes available to them through this technology. They want to know that they are conscious customers, and placing 3D objects in the physical world guarantees them to meet these expectations. “
SocialPress Augmented Advertising & Sales report
The answer to the needs of consumers
AR in e-commerce has many uses depending on the industry. The most common from the perspective of augmented reality is the beauty and fashion industries, which give the opportunity to see clothes using 3D visualization, choose cosmetics for make-up using a camera or “try on” shoes, and adjust glasses to the shape of the face or check how the watch will look on our hand.
The automotive and furniture industries have also been using AR for a long time. Automotive brands have made it possible for their consumers to configure their car models online to see a 3D model of their future car.
“As a result, any industry that offers physical products whose appearance and fit can make a difference to customers benefits from the use of AR.”
Jakub Kosmala (AR expert and founder of the Falar company)
Many consumers connect the levels at which they shop. First, they watch, try on the product in a stationary store, and then buy it (often cheaper) in an online store. Augmented reality allows you to meet customer expectations. It is also a way to keep it for longer – so that each stage of the purchase is made in one place. The interested customer, even if they do not make the purchase immediately, will do it later, remembering about the store and the positive association of the product with the brand.
Brands versus augmented reality. Examples
IKEA
IKEA, a few years ago, created an application in AR technology that allows you to adjust furniture in your own room. The technology uses real space sent with a smartphone camera and imposes a virtual image on it in the form of a product that can be viewed in 3D visualization at home through the phone screen.
IKEA Place is a new way of planning and making purchases in the furniture industry. It allows you to choose, match and buy furniture without leaving your home . The store, using the IKEA Place application, not only made shopping easier for its customers but also aroused their interest. Even in its spots, the store shows that the AR in their application is great fun for the whole family. IKEA’s activities are an excellent example of how AR in e-commerce can arouse interest and consolidate positive associations and brand reception without putting pressure on the purchasing process.
VOX
The Vox furniture store has prepared a virtual showroom that the consumer can visit without moving from their armchair. With the help of a virtual walk, you can see the products in detail and learn all the details about them by clicking on the designated place. In addition, the salon offers full support during the entire online purchasing process.
With the help of visualization, the customer can feel like they are in real shopping. The Vox brand shows that there are no barriers to e-commerce and that it is possible to successfully transfer brick-and-mortar purchases to the virtual world, maintaining a positive shopping experience and not losing anything at the same time. The Vox virtual showroom is an example of the brand’s very good response to the crisis caused by the pandemic and the closure of brick-and-mortar stores. Vox has thus strengthened its e-commerce and online presence, giving customers the opportunity to experience something they won’t find elsewhere.
SEPHORA
This beauty brand used augmented reality to create Virtual Artist applications, in which the consumer can choose individual makeup cosmetics using his photo. The application also allows you to match the appropriate color, shade of color cosmetics to the entire outfit, learn about products suitable for specific needs, and also allows you to learn how to make makeup using virtual tutorials.
Sephora, using the application, has enabled clients to make cosmetic consultations and advice without leaving home, as well as make immediate purchases after selecting the appropriate cosmetics. With the help of AR, the brand responded to the needs of consumers and the deficit of reliable and easily available advice in the cosmetics market.
AR and VR in the service of e-commerce
Augmented reality in e-commerce is still developing more and more boldly, entering our world, making everyday activities easier and more pleasant. It allows virtual contact with the products of interest to us. The activities carried out by brands in this new technology show how to be successful by developing and adapting their services to the constantly changing needs of the consumer. AR and VR are an opportunity not only to develop brands and strengthen their image in the eyes of consumers but also to distinguish them from the competition and gain an advantage over them in the entire purchasing process.
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