Ecommerce has come a long way since the days of static web pages and pixelated product images - but it still has a way to go to match the in-store experience. AR and VR are two technologies stepping up to the plate, helping bridge the gap between digital and physical interactions.
While the two terms are often used interchangeably they actually have quite different applications, so let’s start with a basic definition of each one.
Simply put, AR technology overlays digital elements onto real world environments, allowing the user to place virtual objects in their physical surroundings (it’s the tech that powered the hugely popular Pokemon GO). It’s widely accessible, because it can be experienced through smartphones and tablets.
VR on the other hand uses virtual reality headsets or other VR devices to place the user inside a completely artificial environment. It transports them into a computer-generated world, blocking out physical surroundings to provide a fully immersive experience.
So to compare the two in basic terms - AR sits on top of the real world, while VR creates a new world entirely.
So how are these technologies being applied in the world of eCommerce, and what do these applications translate to in terms of customer experience?
Here’s a look at some current use cases and the value they offer:
Virtual Try-On (VTO) technology is exactly what it sounds like. It allows a customer to overlay a virtual product onto a live camera feed of themselves using just their smartphone. This means they can see what it looks like without having to visit an actual store. It’s an application that works particularly well for things like cosmetics, eyewear and accessories.
How does it improve the customer experience?
This is where a customer is able to ‘place’ a digital product in their actual surroundings, again using nothing but their smartphone. So for example, they can position an item of furniture in their living room to see how it fits in the space, and how well it matches their existing decor. It’s also a good use case for things like furnishings, home improvement products and artwork.
How does it improve the customer experience?
AR can also be applied post-purchase, used to generate support materials. By pointing a smart device at a specific marker or QR code on a product, customers can access interactive instructions, videos and/or animations on how to set that product up, how to use it properly, and how to deal with any issues they might encounter.
How does it improve the customer experience?
Using VR technology, merchants and retailers can create immersive 3D environments that mimic the in-store experience. WIth the use of a VR headset, customers can browse, interact with products, and make purchases in a simulated retail environment from the comfort of their own home.
How does it improve the customer experience?
this application is best suited to big-ticket purchases, where images and videos aren’t quite enough to convey the full value. For example, with home gym equipment or high-end consumer electronics, customers can experience an ‘in-person’ product demonstration as if they were physically present.
How does it improve the customer experience?
virtual events are a great way to extend brand reach, allowing retailers to hold things like exhibitions and product launches on a global scale, without the need for physical gatherings. Again, with the use of a VR headset, customers and brand enthusiasts can attend these events from the comfort of their sofa.
How does it improve the customer experience?
It’s true to say that, in most cases, it's the big players that have rolled out these technologies to date. Take the ‘IKEA Place’ and ‘Wayfair Spaces’ apps, Nike's Virtual Sneaker Try-On, and Audi’s VR showroom experiences.
These major companies have been at the forefront of integrating AR and VR into their eCommerce strategies. But as the technology becomes more accessible, the benefits become more evident, and customers begin to demand more engaging experiences, we can expect to see much higher adoption rates across eCommerce as a whole.
But here’s the thing - as engaging as AR and VR can be, they’re not enough on their own to convince consumers to buy.
No matter how immersive the shopping experience, brands will still need to maintain their reputation and drive trust - which means companies like us need to develop ways to integrate reviews and UGC into AR and VR applications.
Now, we can’t say for sure how reviews and UGC will be incorporated into AR and VR (that’s the beauty of technological advancement - it’s full of surprises!), but we can make some predictions.
One prediction is that customer reviews will become even more important in the purchase process, as they add a layer of authenticity that a computer generated experience lacks on its own.
As for how they’ll appear in these environments, here’s a few experimental ideas:
Review snippet pop-ups: when customers interact with digital products through an AR app, that interaction could trigger pop-ups containing key review metrics, star ratings, and possibly even review nuggets that add social proof to virtual product discovery.
AR product comparisons: if a customer is torn between two or more products that they've played around with through AR, quick access to additional information can keep them engaged in the purchase. In this scenario, they’d be able to place those products side by side and see aggregate review scores for each one.
Virtual shopping assistants: this solution would combine AR/VR with the power of AI. The latter would be used to make personalized product recommendations based on browsing behavior and review data as the customer experiments with products in their physical surroundings, or explores a virtual store.
Voice activated reviews: when customers are immersed in a virtual shopping environment, this would offer a hands-free way to access trust signals. By voicing a request, the customer could trigger audio reviews and star ratings for specific products.
Virtual UGC galleries: again, within the VR shopping environment, a virtual gallery space could be created that shows persuasive UGC. When a customer approaches an item, relevant photo or video reviews could be displayed, showcasing the real-world product experience next to the virtual one.
OK, so we know some of these ideas sound a little bit futuristic, but as a tech company it’s important for us to stay ahead of the game and consider how our product can adapt to the ever changing landscape (and how it can continue to add value to our customers).
It’s how we’ve been able to adopt AI so quickly, enhancing our product with tools that facilitate smarter review strategies.
However AR and VR end up shaping eCommerce, we’ll be rolling out innovative features to integrate reviews and UGC - so you can maintain trust and authenticity in these new immersive shopping experiences.
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