There was a 112% increase in mobile conversions when users interacted with products compatible with 3D reality, the company said.
Despite the billions of dollars spent over a period of years, virtual reality is still unpopular and may never be. Augmented reality (AR), however, is on a different path.
Snap and Pokémon Go filters have introduced many consumers to RA. And in recent years, AR features have appeared in a number of brands and applications, such as L’Oréal, Wayfair, Crate & Barrel, Gucci, Ikea, Lowes, H&M, Macy’s, Adidas, Amazon, and many more. Until now, it was mostly about experiments or news.
A year ago, Google introduced 3D images in search results. He also implemented advanced AR instructions on Maps and recently expanded the availability of the 3D Swirl Ads format.
Conversion and impact on sales. AR is expanding and becoming more and more popular. But so far, there have been few case studies that have affected profits. However, Chris Seahorn, senior vice president of marketing and merchandise, told me that buyers who use AR 3D features on the site get much higher conversions.
The company saw a 112% increase in mobile conversions and an 81% increase in computers when people collaborated on 3D products for a compatible reality. Just as important, Seahorn told me that products with the AR 3D feature work less.
Samsonite’s EBags recently implemented 3D and augmented reality to display selected products on their websites using Vertebrae technology. With this feature, users can digitally rotate and view products from all angles, as well as ‘look at the room’. The company initially used the technology only in some of its main products and is expanding its use.
The technology is not unique and is used by third parties, but what seems unique is the real impact it is starting to have on eBay revenue. Seahorn says that 3D-AR integrates thumbnails, videos, and other resources on the website to showcase the products. He still says he doesn’t have the data, but he suspects it will show more frequency and life value in terms of 3D-AR than other buyers.
Create a more “real” context for virtual purchases. Seahorn explains that eBags tried to make it easier for customers to try the product more thoroughly, for example, in a store. And he believes that retailers will have more digital and AR experiences the more they rely on e-commerce and retail.
Major retailers in the United States are closing or closing stores due to the pandemic that affects traditional shopping. At the same time, e-commerce has grown in many three-digit categories. Seahorn said the future of retail for COVID is very different from the past, with fewer stores and smaller footprints. He also said that the first to use these technologies would have “a management advantage”.
Because we care. The AR shown in the eBags example is a simple (even for pedestrians) use case, but practical. It digitally conveys part of the ‘physical experience’ of the product and gives consumers a better idea of what they are buying. But advertising is becoming the next and probably the most exciting frontier for this technology, as Google, Facebook, and other platforms want more vitality and engagement with advertisers and consumers.