15 May Upgrading Consumer Experience Through Tech
Customers today want businesses to consider them as unique individuals, catering to their personal preference and purchase history. Hence organisations are turning towards technology to give customers what they want.
The Fashion Industry is one such industry, and it can be considered one of the most innovative, and other industries can stand to learn a few things from them. It is an industry that has always been moving towards new trends, whether aesthetics-wise or e-commerce-wise.
They’ve been an unstoppable force of nature, using augmented reality ideas, microsite campaign and even applying gamification theories to their campaigns, and today we will be unpacking all of them.
AR for In-store Millennial Clients
AR is a tool that can revolutionise how consumers interact with brands, and marketers can seamlessly blend real-time surroundings to boundless animated designs. Right now, only a handful of brands use AR; however, the unique experience it brings allows brands to showcase their forward-looking principles.
Millennials are becoming the largest market for brands, and for businesses in the fashion industry, it is all about capitalising on technology and social media to capture their attention.
The retail giant Zara does this by using AR for their in-store displays. Customers can point their mobile phone cameras in front of a specific shop window and see all the models wearing pieces from their latest line.
Through this, customers can click on specific items to automatically purchase them. Zara has also adopted AR for online purchases, providing a unique experience with both offline and online.
Zara is one of the brands that have proven that classic brick-and-mortar stores can stay on top with the use of technology with AR.
AR in Online Shopping
While brands like Zara are still going strong, it is without a doubt that e-commerce still has a fair chunk of overall revenue. Global online retail sales are growing. Hence, many companies are looking to enhance their online shopping experience.
Gap’s “DressingRoom” AR application allows customers to not only try on clothes anywhere using a Google Tango-enabled device. It also allows users to customise an avatar based on body type and see how different pieces of clothing will look. If users are satisfied, they can buy it straight from the app. The application cuts out the need for consumers to visit traditional brick-and-mortar stores to try and buy clothes, potentially helping brands boost sales.
AR applications can give consumers the chance to try on the product, unlike traditional online shopping where customers have to hope that they’ve gotten the correct size. This, in turn, can help reduce the chances of consumers returning clothes after purchase.
Wannaby’s Wanna Kicks is another AR app that was developed to enable users to try on different sneakers from the 3D models available. The user can select any pair, point the camera at their feet and see how the shoes look right away. The app tracks the movement of the user’s feet, allowing them to walk around while trying the pair. This is something that shoppers commonly do in stores. Mimicking the in-store shopping experience can potentially drive more online sales for brands.
Fashion shows have also been stepping up their game. Geography has been one of the main reasons why they have been losing favour in recent years. The traditional method limits the opportunity to access global audiences.
But now with the rise of AR technology use, doors have been opened, and viewers in multiple locations around the world can view fashion shows online via smartphones, in real-time.
The Fashion Industry recognises the impact and importance of AR on how it can be used to showcase and market products. Whether through a physical or an e-commerce store. AR can help enhance a customer’s shopping experience through an interactive digital on, and that is an important thing to note.
Microsites tend to be rather simplistic and more comfortable to navigate, that is not to say they’re filled with a lot of content that will keep users entertained and intrigued for a while.
Inside Chanel is a microsite that informs consumers about the brand’s history and heritage through multimedia content. The microsite contains many short videos that chronicle the people, places, things, and events that have contributed to the success of the brand.
The site was created to create accessibility to Chanel’s history, but most importantly, their success throughout the years.
The site uses a video-centric approach to visual storytelling, where each video aims to give users the chance to have an exclusive look at behind-the-scenes photographs and videos. Each of them building the brand’s stories as they are all linked to each aspect of the brand.
But this is not the brand only stab at microsite creations. They have in-fact experimented with editorial-style sites through Chanel News. So this surely won’t be the last we’ve seen of Chanel microsites.
Microsites are very well-loved, and not for a small reason. They’re versatile and interactive, making them a good idea for fashion brands trying to reach out to their consumers.
Scoring Brownie Points with Gamification
The number of brands turning to gamification has been increasing steadily. Brands are beginning to integrate more game mechanics into their business processes, websites, and marketing campaigns.
This has all been driven by consumers demanding for new customer experiences. The success that various brands have had because it means that more brands and retailers are increasingly eager to use “play” as a way to encourage shopping.
Nike is one such fashion brand continually trying out new ideas. Nike has always been considered one of the leading brands for exciting and different campaigns, and their Reactland virtual environment in Shanghai is one such example.
It was for the launch of their “React” shoes, and it allowed users to test the shoes new sole cushioning technology in a unique digital environment. Customers could wear the shoes and run on a treadmill, which was in turn connected to a digital character on screen.
This allowed users to test out the durability of the product by running through simulated streets, and virtually climbing buildings.
From driving discovery and engagement, all these technology ideas and campaigns can help brands and businesses build advocacy and loyalty.
Should your brand want to create some fun AR, or develop a microsite, or brainstorm a fun campaign, feel free to drop us an email at firstname.lastname@example.org. We are here to help you!
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