There’s so much out there now about Augmented Reality. The early adopters (and bloggers) are starting to talk about all of the cool apps and you can find any number of video posts that display the technology. Once you get past the glamour part, however, it becomes a little more difficult to figure out how to integrate A/R into your business strategy in an attempt to drive revenue.
Last week I talked about how catalogers and direct marketers might implement A/R markers into their print media to really immerse and engage customers with what was previously a one–dimensional print experience. As I continue to consider the opportunities, I see additional entry points for retailers and catalogers and the revenue potential starts to become clearer.
Leveraging mobile technology and augmented reality apps appears to be the first step. Example…I chuckle when I think of the time, effort and expense retailers put into promotional material around endcap merchandising. I chuckle because the endcap looks fantastic at two times during the business day – opening and closing. Any other time, the signs are a mess, the DVD or endless loop videotape is off or broken, there is little pricing or marketing information that is not in tatters.
Imagine scanning an A/R marker on the endcap with your iPhone and getting a complete real time download of product features, advantages, benefits, sale pricing, warranty information and a product demo. Not exactly like having a holodeck salesperson interaction, but close.
How much money do warehouse retailers (or their suppliers) pay cute little old ladies to stand on the warehouse floor and hand out food samples all day? Wouldn’t it be cool to improve that experience by looking at potential recipes while sampling the fare?
The point here is to sell more stuff by continually improving the customer’s ability to quickly connect the immense value of your product offer to the price. You can do it better with A/R and mobile technology than you can with signage, packaging or video.
Next week I want to explore how augmented reality can play nice with your Green marketing strategy. Until then.
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Greg Chapman is a seasoned veteran with over 30 years of experience in direct response marketing and merchandising. As a former Divisional Vice President at Sears and VP of Merchandising at both Skymall and Value Vision (now Shop NBC), Greg is the ultimate frontman. He knows what clients want because he’s been in their shoes; he understands the fears they face in transitioning from traditional advertising to digital. His neo-corporate methodology focuses on building a strong, performance-based internal team to create a better performing external product.
has written 11 posts.
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