The augmented immersive catalogue
27 August 2019
Augmented reality has become a major feature of digital marketing trends in recent years. For what reason? Because this technology not only allows the consumer or visitor to literally plunge into the world of the brand or product, but also to face the challenges of experiential marketing.
Furthermore, according to The Drum media, augmented reality can capture people’s attention for more than 85 seconds, increase interaction rates by +20% and improve click rates in the shopping process by 33%.
And in commerce, an essential tool is the subject of attention of many marketers and especially sellers: the catalogue. Associated with AR, we will speak of an immersive and/or augmented catalogue.
What do we mean when we talk about an augmented catalogue?
Often associated with augmented reality or 3D data, an augmented catalogue is an application for tablets and/or smartphones that uses the codes of a conventional print catalogue, which means visualizing and presenting the products. It is an important point of contact in the purchasing & customer journey.
It is presented in 2 ways:
– As an application with the ability to virtually visualize products in real life using RA technology.
– Synchronized with the print catalogue, the integrated technology will enable augmented reality content to be sent to a smartphone or connected tablet.
Print catalogues, obsolete?
As digitalization and new customer uses are emerging, some brands are seeing that traditional print catalogues are running into limits in demonstrating the real potential of their products, and think it is now time to re-invent this object.
However, many companies still want to keep the print catalogue because it remains as functional, attractive and highly exposed as ever.
That’s why the right choice would be to create a cross-channel experience with print and digital. Besides, nowadays, it is now common to see QR Codes in magazines and print brochures.
It is likely that AR will probably precipitate the transition to the digitalization of business tools.
Towards an enhanced shopping experience
With the enhanced shopping experience, companies hope to trigger a incentive to buy and help in understanding & projecting the product to customers more quickly and efficiently.
Thus, AR will make it possible to add content (evaluations, detailed analysis, description of functionalities, materials, finishes, etc.) allowing not only to explore new and more captivating ways of expression, but also to remove the obstacles to customers’ purchases.
This innovation creates a powerful bridge between online and offline environments and helps companies create interactive and experiential marketing materials.
Brands seduced by this technology
With many advantages and becoming more and more accessible for those wishing to modernize their sales tools, RA is gaining in popularity with companies:
For example, IKEA, the Swedish furniture giant, is probably the pioneer in this field, thanks to the integration of RA in its catalogue in 2014. This has allowed the company to reduce the costs associated with store returns, as the application allows customers to virtually view items directly at home and be convinced before they even make the purchase.
Others have defied the experiential at another level. To quote, the Portuguese startup, Magik Book, has developed an intelligent catalogue for many brands, including Tesla: As users browse the catalogue, each page sends its RA content integrated into the mobile device placed in the foldable cover.
Or else, the German agency Razorfish has created a special brochure that allows to discover the cockpit of the Audi TT car in a virtual way thanks to augmented reality. Potential buyers placed their smartphones on the brochure and touched the access points on the page to navigate through the display, configure the car and even request a test drive.
Light & Shadows believes in the potential of AR and 3D technologies. We strive to better meet the needs of each of our customers, in order to provide them with a memorable virtual experience for both them and their customer.
Feel free to discover our expertise and projects including AR and VR technologies.