New Era of Product Presentation with Augmented Reality
The concept of augmented reality was first introduced in 1900 whose main purpose is to enhance the environment of real and physical world by interacting with digital data. This can be done by placing layer of digital information on the surface of real world which in turn creates artificial environment (R. Silva, 2003). Augmented reality enables the user to experience the activities of virtual objects in real environment. Thus it boosts the perception of real world for users. Superimposing virtual images in real world provides improved and innovative vision of existing environment as we can see, sense and heed virtual things in our daily routine.
Essential Augmented Reality Characteristics
As in augmented reality digital data lies over the top of real world therefore, its system has three characteristics (F. Lamberti, 2014);
1 Assimilation of virtual data with physical environment
2 3D integration of binary streams.
3 Instant interactivity.
Are VR and AR are same?
The above concept of augmented reality (AR) makes it different from virtual reality which create completely new environment. This environment is changed from reality as user can go anywhere and physically locate himself in that environment (Vyas & Bhatt, 2017). Thus virtual reality (VR) creates stimulated and artificial environment whereas AR improves the originality of real environment. Augmented reality make changes in the existing environment whereas virtual reality removes the originality of existing atmosphere and generate artificial stimulated environment such as oculus and other head mounted devices (F. Lamberti, 2014). Augmented reality embeds in the application of laptops, mobile devices and smartphones for generating computer graphics in physical world.
Technological Growth of AR applications
Online websites and e-commerce stores such as amazon, ebay, AliExpress offers variety of valuable products. Pictures, graphics and general overview of products are also mentioned to ensure the quality and service of these items. But this conventional way of presenting products is becoming out dated as it doesn’t engage, entertain and satisfy the audience (Williams, 2018).
In order to grab and maintain, user stores need to provide attractive and presentable information about their product which in turn enhance the shopping experience. The advancement in AR field provides instant presentation and visualization of different products. The technological growth and developments of AR applications not only improves user experience (UX) but also widens its audience from all around the globe. It gains popularity among e-commerce, marketing and gaming applications because it helps the consumer to visualize the virtual objects in ordinary light. In addition, the enthusiasm of augmented reality also aids the business of education, jewelry, shopping, furniture and real estate agency thus developers widely utilize the concept of AR field to develop different android applications and smartphones (Mallem Malik, 2014). Let us see how AR add reality in our lives;
1. Significance of AR in Real Estate
Building and construction of homes, apartments and flats is an easy process but the real problem comes when contractors need authentic buyers and clients. Realtors can easily make potential and constant clients by presenting their catalogs in realistic way. How effortless it is to view 3D model of bedrooms, bathrooms, living area and surrounding of apartment without making any visit to real estate office and their sites (Lindahl, 2018).
Many real estate agencies utilize AR tools to demonstrate their designs in more realistic and practical approach such as ARhouse and realtor.com. Clients can deeply visualize buildings, apartments and flats through just single click of AR apps. Browsing, contrasting and envisaging different angles of living area brings interactivity and realistic feel in user mind (Oza, 2017). The feature of AR apps provides several benefits;
· Saving Money and Time
Visiting real estate website and previewing their 3D model structure in your smartphone saves a lot of time and money. AR devices allow buyers to make wise decisions before making any deal with realtors. Clients can easily decide which site will be best suited for them and which agency will satisfy all his needs via AR real estate apps.
· Booster for business Sales
The tools of AR drive sales of real estate business as realtors can invite, communicate and engage its customers by showcasing their virtual designs. Visualization and imagination of apartments according to the needs of customers plays remarkable role in making potential deal. In short AR tool not only enhances the income but also opens versatile marketing opportunities for real estate business.
Therefore, realtors must use features of AR in their schemes in order to make different place in market by beating its competitors. This will not only widens the audience but also increases sales growth.
2. Significance of AR in Furniture
According to one survey, furniture is considered as one of the top shopping product which customers want to buy through AR. Interface of AR apps allow the users to visualize the furniture in their homes. These apps act as an appealing ticket for customers as they try different products in their flats, hotels and workplaces before purchasing (Xue, 2017). This potential AR tool offers various advantages
· Retailers can easily amuse and involve their customers.
· AR tools bring large viewers at retailer’s website.
· Boost sales and trading experience.
· Customers can discover different ways of 3D shopping.
· AR tool enable the retailers to care about their customer needs.
AR apps and interface potentially lead the business industry because developers can beat its competitors by promoting and presenting their products in new and branded ways. Common examples include IKea Place, Houzz and wayfair applications.
In Ikea Place app customer browse thousand of furniture products from brochures for their home and workplace. Customers can easily visualize the display as well as the 3D presence of tables, sofas, armchairs, rugs and similar items through the smart click of their camera. Features such as automatic scaling, zooming and relocating offer high user accuracy and satisfaction.
Suppose you need to decorate your home for your friend’s birthday party and you don’t have enough stuff for this event. Houzz app solves this problem by providing your more than 3 million trendy and renovate items. You can search, select and preview 3D appearance by just sitting in home (Xue, 2017). More than 50% of buyers first preview the digital appearance of products in their living area through AR interface before placing an order.
3. Significance of AR in Retail
Last but not least, AR also benefits retail and trade industry by presenting their products in realistic approach. Nowadays, picture, videos, textual description of products is becoming boring and an old way. Young generation want something new and trendy way to experience the services of products which can be mounted through AR systems as customers can check the service and quality of products. The visual demonstration and presentation of these products connect and entertain customers. Due to complete 3D presentation users can make thousand of trials without any risks. Developers, marketers and retailers are making certain efforts to provide innovative and branded shopping experience (Sheehan, 2018).
Presence of AR tools in e-commerce and retail stores allow visitors to feel the products in real way such as Topshop Russian retailing store enable the users to check dress just by clicking few buttons in front of mirror (Levski). This smart trial mirror act of store not only grabs audience but also increases the net worth of these stores. Consider another example of Converse shoe online store where you can try your desired shoes through AR app (Quertime, 2018). Isn’t this is smart and convenient way to try shoes, clothes, jewelry and other stuff through virtual buttons? Yes, it is as it reduces time, save money, enhances shopping experience, engages visitors, brings heavy audience and invites new marketing opportunities. Retailers know the importance of AR tools for their business, they know this is sale booster and beat their competitors at a great value (Sheehan, 2018).
Conclusion
3D realistic presentation and visualization of objects in synthetic daylight is an engaging and eye-catching way to present business products in front of customers. Smart AR tool and features showcase furniture, buildings and shopping products in more demonstrative and imaginative approach as compared to text descriptions, images and videos. The presence of digital information of products in real world allow customer to feel, touch and sense the products. According to recent studies customers are likely to purchase more products when they experience the service of these products through AR apps. This is best and yet most reliable way for marketers, realtors, shoppers to bring more visitors, to improve product sales, to add market value, to satisfy and entertain customers.
References
[1] F. Lamberti, F. M. (2014). Challenges, Opportunities, and Future Trends of Emerging Techniques for Augmented Reality-Based Maintenance. IEEE Transactions on Emerging Topics in Computing, 411–421.
[2] Levski, Y. (n.d.). Blog. Retrieved from appreal-vr: https://appreal-vr.com/blog/ar-in-retail-shopping/
[3] Lindahl, K. (2018, May 31). tech-blog-barcelona. Retrieved from apiumhub: https://apiumhub.com/tech-blog-barcelona/augmented-reality-use-in-real-estate/
[4] Mallem Malik, A. L. (2014). Augmented Reality: Issues, Trends and Challenges. Proceedings of the International Conference on Image Processing Theory, Tools and Applications (pp. 205–214). Greece: WSEAS.
[5] Oza, H. (2017, September 29). Read. Retrieved from datafloq: https://datafloq.com/read/how-augmented-reality-can-improve-real-estate/3745
[6] Quertime. (2018, July 2). Article. Retrieved from quertime: https://www.quertime.com/article/15-cool-augmented-reality-apps-for-shopping/
[7] R. Silva, J. C. (2003). Introduction to Augmented Reality. 1–11.
[8] Sheehan, A. (2018, February 21). Retail. Retrieved from shopify: https://www.shopify.com/retail/how-these-retailers-are-using-augmented-reality-to-enhance-the-customer-experience
[9] Vyas, D. A., & Bhatt, D. (2017). Augmented Reality (AR) Applications: A survey on Current Trends, Challenges, & Future Scope. International Journal of Advanced Research in Computer Science , 2724–2730.
[10] Williams, D. (2018, January 2). Blog. Retrieved from multichannelmerchant: https://multichannelmerchant.com/blog/the-future-of-augmented-reality-and-online-shopping/
[11] Xue, J. (2017, December 21). inborn-experience. Retrieved from medium: https://medium.com/inborn-experience/top-10-ar-furniture-apps-review-in-2017-c75c8f20775e
