Specific Industry: Furniture Use Case: Sales & Marketing
1)Utilizes AR Via An App That Allows Customers to Virtually “Place” Items in Their Home.
2) In-Store Virtual Immerse App (Germany) Experience to Visualize a Customer’s Preferences in a Virtual Showroom
IKEA Place app lets a customer virtually ‘place’ furnishings in a residence. From sofas and lamps, to rugs and tables, all of the products in IKEA Place are 3D and true to scale so that a customer can make sure it is just the right size, design, and functionality for their room.
In order to visualize a product within a space, the application scans the expanse of a room through an iPhone or an iPad camera. Users can browse through over 2,000 IKEA products on an online database, to make their selections. Once chosen, users must point the device to the desired spot in a room, then drag and drop the selected product onto space. IKEA Place can also save each user’s favorite products, share their selections on social media, and facilitate direct purchases through the IKEA website.
The IKEA Immerse app is available in selected IKEA stores in Germany. This benchmark design application enables consumers to create, experience, and share their own configurations in a virtual living and kitchen room set.
Industry: Retail Specific Industry: Fashion/Shoes Use Case: Sales & Marketing
AR Technologies Facilitates the ‘Try-on’ Display of Apparel
One of the main reasons retail brands have invested in AR technology is to help customers make better and more informed product decisions. Gucci is the latest luxury brand to do so, adding an AR feature to its app to let users ‘try on’ shoes.
Pointing their smartphone camera downwards, users can choose to see a digital overlay of 19 different sneakers on their own feet, swiping left or right to change to a different pair. The app also allows users to take photos, which can then be shared on social media or in messaging apps.
A highly functional example of AR for retail; by giving customers a visual representation of how a product will look in real life, the technology can theoretically reduce returns and boost customer satisfaction.
Adidas Industry: Retail Specific Industry: Fashion/Shoes Use Case: Sales & Marketing
AR Technologies Facilitates the ‘Try-on’ Display of Apparel
Adidas is another brand to use AR for ‘try on’ purposes. In 2018, it partnered with Snapchat to create an AR lens for customers to virtually preview its new Ultraboost 19 running shoes. Accessed via lenses in the Snapchat app, users simply had to tap on the Adidas logo to launch the activation, which involved a brief unboxing before the option to learn more about the shoes or view them in AR.
This example was the first time Snapchat let users virtually try on a sneaker with an AR lens. Since, however, Snapchat has continued to merge AR and ecommerce features, launching a ‘Shoppable AR’ feature to allow advertisers to add buttons onto any AR lens running on Snap. Adidas was one of the first brands to get involved with this, creating an AR selfie lens to promote its Deerupt running shoe (as well as direct users to its own website).
Warby Parker Industry: Retail Specific Industry: Fashion/Eye – Glasses Use Case: Sales & Marketing
AR Technologies Provides a Virtual Try-on of Glasses
Buying glasses online is problematic, since finding the right fit using photos does not work much of the time.
Warby Parker thinks it came up with a better way, rolling out a new feature in 2019 on its app called Virtual Try-On. The feature uses an iPhone’s augmented-reality capabilities and selfie camera to slap a digital pair of glasses on a person’s face. The company, which helped pioneer online glasses shopping, is part of a growing set of e-retailers who are using augmented reality to improve the online shopping experience and take the guesswork out of certain purchases. Warby Parker said it uses Apple’s ARKIt augmented-reality software and TrueDepth camera tech with its own mix of software to power Virtual Try-On.
Warby Parker claims the feature can offer accurate measurements of frames, as well as their color and texture, on a three-dimensional face of a customer.
Home Depot Industry: Retail Specific Industry: Home Improvement Use Case: Sales & Marketing
AR Technologies for Product Marketing
The key to the perfectly designed space often rests in the color that coats the walls. Paint can transform a room or be the touch that subtly pulls together a cohesive style. The problem many homeowners face, however, is figuring out which hue is right. Upwards of 75% of customers decide to forgo a paint project because they cannot decide on a color. Options for paint are nearly limitless, but once on a wall, it can look quite different than expected due to lighting, shadows, or other décor in the room.
In 2015, Home Depot released their Project Color app, which uses patent technology to show users what a paint color will look like in their home. The AR technology takes into account lighting, objects, and shadows in the room, so a customer can see how that yellow shade will look in real life. If a customer does not trust their own judgment, he/she can also share images from the app on social media, to get a friend’s opinion. In 2017, Home Depot took it a step further — now, a customer can also use their app to check out how objects like patio furniture, faucets, and other products look in their own home.
The Home Depot thus sought to develop better technology than what was currently available and bring a tool to painters that would allow them to see an accurate depiction of a paint color on their wall, deck, siding—wherever— before buying it. Project Color brings these realistic visuals to customers through exclusive patent technology for how paint renders in the app. It holds the integrity of the room’s dimension as a customer can try different paint colors in their space, painting around objects and acknowledging shadows and lighting conditions in the room. This means a customer will get the most real-life visual of how the paint job will look like.
Timberland Industry: Retail Specific Industry: Footwear Manufacturing Use Case: Sales & Marketing
AR Technologies Utilizes a Virtual Fitting Room To Increase Sales and Awareness
The idea of trying on items in the dressing room can sometimes deter customers from shopping at all. More than once, many customers have said, “I’ll buy it, try it on at home, and return it if I don’t like it,” just to avoid the hassle of carrying a pile of clothes into a dressing room line.
In the interest of convenience and comfortability, Timberland created a virtual fitting room in Moktow Gallery in 2014. Using Kinect motion-sensing technology, Timberland’s virtual fitting room allowed shoppers to see an image of their face, and a similarly-sized model body, in different outfits. This approach gave an incredible result. People queued in droves just to use the AR fitting service, and many of them became customers. It should be noted that a user can share the results of the virtual fitting on his/her Facebook page or via email.
Timberland created unique value with an entertainment feed that increased sales. This is a new level of marketing. People are willing to share the results of an affordable fitting and, in fact, become brand advocates themselves.
Alzheimer’s Research UK Industry: Non-Profit Specific Industry: Alzheimer Disease Research Use Case: Sales & Marketing
VR Technologies Can Provide Prospective Donors with a Firsthand Perspective of Alzheimer’s Disease
VR technologies can help social causes by putting users into someone else’s shoes. This was the goal of Alzheimer’s Research UK when they partnered with Google Cardboard to create their app, “A Walk Through Dementia”.
The app helps people experience what it is like to live with dementia. Users go through everyday tasks like going to the grocery store, walking on the sidewalk, and taking care of chores around the house. With sound and visual manipulation, the app shows the user the difficulties people with dementia deal with, like having trouble reading lists and being overwhelmed by the noise outside. As it is a phone app, the project is widely available and can reach a broad audience. The Google Cardboard device makes it a full VR experience.
By giving viewers a firsthand perspective into the disease, the brand makes the cause personal. People can see why they should donate to support Alzheimer’s research after realizing how difficult it is to live with the condition.
AR Technology Can Display and Demonstrate Prosthetic Products
Ottobock, a manufacturer and supplier of prosthetic limbs, wanted a way of using technology to show off its products and ensure the brand was seen as an innovator. Many of its products are highly technical, with intricate concealed working parts and mechanisms that provide ongoing ‘nature’ mobility to users, so this is difficult to show to potential customers (such as the NHS).
Mustard Design developed an AR application that would allow sales staff to display a CGI version of three prosthetic products when pitching for contracts by scanning relevant sales literature. The application would show a fully functioning prosthetic that was interactive, allowing the salesperson and prospect to see how the product would work and articulate. Using the camera of the device it was possible to ‘cut’ through the CGI version of the prosthesis to see the inner workings of the device. This allowed never-before access to the components of each piece of technology as it performed its various functions.
A key challenge is finding innovative ways to show off a highly technical, but visually uninspiring, product. Ottobock had an engaging way of showing why its products are the market leaders. Using cutting-edge technology like AR positioned the brand as a high-tech innovator in its field.
Accuray Industry: Industry/Healthcare Use Case: Sales & Marketing
AR Technology Can Display and Demonstrate Various Medical Equipment/Products Virtually
Accuray, an oncology company, needed to show potential buyers all over the world its products in order to generate sales. But when the products are rare machines the size of MRI scanners, the task of transporting them is not easy. Normal videos and brochures cannot show the advanced features of the products in compelling enough detail, so the challenge for the marketing team was to:
Assist salespeople in converting leads by showing the cutting-edge nature of the product.
Create a portable alternative to transporting entire machines.
Generate interest in the product at shows and events.
Using Zappar AR technology, Accuray created a way for people to see what is inside machines such as the Radixact Treatment Delivery System. Hovering an iPad or iPhone over a printed image of the machine projects information about the X-ray radiation, refined beamlines and fast imaging technology used to deliver treatments.
High-value purchases such as these machines require salespeople with specialist understanding. AR enables these conversations rather than replacing them. With this AR technology, multiple stakeholders can be engaged at one time.
Watermark Products Industry: Manufacturing Specific Industry: Airline On-board Products Use Case: Manufacturing
AR Technologies Provides Side-by-Side Comparisons of Potential Prototypes of New Products
Watermark Products is a creative design agency that designs and manufactures onboard products for airlines globally. Their product categories include passenger textiles, amenity kits and meal service, items for all cabins. Their customers include Delta, United, Qantas, Cathay Pacific, Etihad, Emirates, British Airways, ANA, Korean, Air New Zealand, and Virgin Australia. The challenge for Watermark Products was the time and cost involved in creating initial prototypes to test new designs and present final products to their clients.
Today, Watermark Products uses Augment to bring its products to life before committing to tooling or to manufacturing prototypes towards bridging the gap between what is on screen and the final product. Using Augment’s Solidworks plugin, they effortlessly visualize their mock-ups at scale in the real world via tablets. Watermark Products can quickly and accurately compare designs and validate sizing for their meal service products.
Once the design is finalized, the sales team uses Augment to present new products to clients. During meetings, the sales reps now offer a side-by-side comparison of the new products and the old, allowing clients to quickly grasp the final impact of the updated products.
3D Car Configurator (developed by IBM & Zerolight) Industry: Manufacturing Specific Industry: Automotive Use Case: Sales & Marketing VR Facilitates Car Buying
The age-old rituals of buying a car in America die-hard – but die they do. While consumers have been using the Internet to research car purchases for as long as there has been an Internet, many now are looking to buy cars online – just like they would buy a shirt, coffee, or any of the millions of other items consumers purchase on the web. Surveys from Capgemini show that car buyers find the experience of visiting a dealer boring, confrontational and bureaucratic. While an Economist story cites that potential customers “want someone to talk them through all the features that cars come with these days – entertainment systems, navigation services, automated parking and so on.”
Virtual reality, video, the Internet, and other technologies can show buyers the virtue of buying a particular car – with knowledgeable salespeople on the other side of the connection who can guide buyers on the most important features and show how to use them. How about an online system that allows drivers to take a virtual test drive from home? That is the idea behind the 3D Car Configurator, being developed by IBM and Zerolight. With the system, car buyers can have a retail experience by zooming in on minute details such as the stitching, by opening the doors and trunk, turning on and hearing the engine and taking a virtual test drive in a setting of their choice. Besides 3D, video can play an important role in the online showrooms of the future. With video, salespeople can reach out and guide customers on which features they should look at, how they work and how they stack up against the competition. With the assistance of an online salesperson, customers can get the information they need to make a decision without pressure.
Dealing with salespeople would become something customers seek out, so they can learn about the product. The pressure of in-showroom sales pitches is removed, providing for a healthier relationship between salesperson and customer. If a customer does not like the way the conversation is going, all they have to do is shut the video connection. When that happens to salespeople once or twice, you can be sure that they will quickly adapt to their new role of information source instead of a high-pressure salesperson. Car salespeople may find their reputations greatly enhanced. That may be one of the biggest changes in the future of car selling.
Industry: Manufacturing Specific Industry: Cosmetics Use Case: Sales & Marketing
AR Technologies Enables the ‘Try-on’ Cosmetic Products for Potential Purchase
Cosmetics retailer Sephora’s ‘Virtual Artist’ tool has been available via its main app since 2016, and it remains one of the slickest examples of AR within beauty.
The AR technology lets consumers see what certain products (such as lipstick or eyeshadow) might look like on their own face. To do so, it uses Modiface technology to scan lips and eyes, before overlaying different lip colors, eye-shadows, and false lashes, etc.
The main aim of the app seems to be to boost eCommerce sales, with beauty consumers typically driven in-store due to doubts about what products will look like in real life.
Some might say it is no match for trying products on actual skin, but the benefit of the tool is how many different products users can try out – without the hassle or time-consuming nature of doing it in real life. Meanwhile, it also serves as a bit of fun for consumers and yet another way for beauty brands to provide entertainment and inspiration as well as the products themselves.
Industry: Services Specific Industry: Travel Use Case: Sales & Marketing
VR Technology Can Better Demonstrate the Value of Travel Products/Services
The organizers of ILTM were keen for their invitation-only shows – which match up global luxury travel companies – to remain industry leading occasions. Key to success is being able to facilitate relevant, engaging one-to-one conversations between buyers and suppliers, and show ROI in attending the show.
With just three weeks until the next event in Cannes, agency Everywherebrand and ILTM decided to promote the use of VR to attendees to help them communicate their products and services more clearly. They worked to put the potential of VR communications at the heart of the upcoming show by creating a suite of experiences. These were designed to add interest to the show and help showcase brands in their best light possible. This would show ILTM to be innovating the way luxury travel brands interact. Attendees could enter an immersive 360-degree VR viewing of a five-star luxury London hotel. Or they could create their own experience by drawing and sending a virtual postcard in real-time. Combining GoogleTilt Brush, HTC Vive, and live projection, brands could see how they could bring their own story to life using VR.
The NPS score of the event rose by five points to 54.
The dial shifted with a quarter of attendees saying at the end of the event that they would now use VR to help facilitate conversations.
Some 10% of conference attendees viewed the hotel video.
Due to the success of the VR experiences at Cannes, the technology was used at ILTM’s Asia event to showcase the location of the conference in Singapore the following year. Everywherebrand found some travel companies were nervous about the visual quality of VR as they are used to HD video. To overcome this, VR experiences had to tell an engaging relevant story and the creator has to carefully explain the experience beforehand.
Virgin Holidays Industry: Services Specific Industry: Travel Use Case: Sales & Marketing
VR Technologies Enables Potential Customers to Access an Immersive Travel Experience for Potential Purchase
Virgin Holidays decided they will use VR in their store by providing their own headsets working with Google Cardboard technology. To capture the 3D video needed to create the immersive VR experience, Virgin took a special 360 rig and GoPro cameras to a Virgin resort in Mexico. They walked along cliffs, went into hotels, sat on beaches and swam with Dolphins to capture the whole range of experience on offer. The team also captured ambient sound from all the locations, so customers in-store could really feel they like they were actually at the destinations.
Customers were really impressed with the VR experience on offer in Virgin Holidays stores and responded by increasing their propensity to buy. Virgin said the results were ‘phenomenal’. They also said that not only did sales rise across the board, but sales of trips to the particular resort showcased by the VR technology rose significantly.
So, for any travel marketers thinking about using VR, the results are clear. It is a great way to excite your customers and get them to open their customers. Travel experts predict VR for the travel sector will quickly transition from being exciting and new to being an industry standard. Virgin has found the technology so successful that it is now gone on to produce a new series of 360 videos, this time featuring Branson kite surfing, lemurs and a zip line.
Cisco Industry: Services Specific Industry: Tradeshow Use Case: Sales & Marketing
AR Technology Can Be Utilized to Create AR Animations
More than a decade ago, Cisco was looking to simplify its complex product stories, reduce product shipping costs and increase product accessibility to its global sales teams, channel partners and customers. Ultimately, it wanted to lower costs and drive faster sales. To answer this brief, Cisco worked with Kaon Interactive to develop a visually engaging 3D interactive product catalogue. Flash forward to 2017, and the tech giant was looking to improve this approach further, differentiate from competitors and give buyers an even more immersive and detailed experience.
Based on more than 800 3D products available on the catalogue, Kaon created 360-degree photorealistic AR animations using its marketing platform and Google Tango. These could be accessed across a multitude of devices so they could:
Create a magical pop-up AR appearance at trade shows that people can activate and walk around.
As visual tools in sales meetings.
For buyers to look at product details in their own space and time.
Significantly reduced shipping costs and access to more products for salespeople.
More than 2500 weekly application users were created.
Stubhub Industry: Services Specific Industry: Sporting Events Use Case: Sales & Marketing
AR Technology Can Provide In-Stadium Engagement Features
Professional sports teams and stadiums are now adding AR features to their apps as they invest in mobile features in stadiums to appeal to fans who do not leave home without a smartphone. Sports fans are embracing mobile technology to stay connected with their teams and to share their experiences among communities of enthusiasts. Sports apps in general promote team spirit, provide instant news updates and can be used to create tailored content based on an individual fan’s preferences to enhance the viewing experience. In an attempt to deepen engagement with loyal football fans both at games and at home, NFL teams and the organization as a whole have enlisted mobile tech in fresh ways by deploying new features via AR for in-stadium engagement.
StubHub added an AR feature to the Apple version of its StubHub app for 2018 Super Bowl ticket buyers. The iPhone app’s “immersive view” displayed a 3-D view of the game venue in Minneapolis, for the National Football League’s championship game. Super Bowl attendees who select the special ticket shopping experience on the StubHub app can point their mobile device at an open surface to view a 3-D rendering of the stadium. The app lets them toggle between the stadium and surrounding area, exploring parking lots and the blue and green Metro lines for wayfinding. The app also shows StubHub’s ticket pickup location and the brand’s pre-Super Bowl party, “StubHub Live: The Field House.” When users tapped on a location within the AR experience, additional information such as street address and event start time appeared.
StubHub’s use of AR shows how the technology can be applied beyond gaming and home decor to provide added-value for mobile users purchasing tickets to a live event. If the activation is a success, AR-based services could be added for future venues and events.
AMC Theaters Industry: Services Specific Industry: Movie Theaters Use Case: Sales & Marketing
AR Technology to be Utilized to Activate Static Movie Posters
Delivering a message when and where an audience wants to receive it is a critical component of a successful marketing strategy. This is especially true when it comes to AR.
AMC Theaters, understanding their audience is most interested in upcoming movie trailers when they are at the movies, incorporated AR technology into their AMC app. When a user sees a movie poster in a theatre, they can open the AMC app on their phone, scan the poster, and receive relevant information, including a cast list and a trailer. If they are interested in the movie after scanning, they can also purchase a ticket immediately, within the app.
Ultimately, AMC Theatres is providing optimal convenience with their use of AR — while a user can view a YouTube movie trailer or Google a review, there is an added incentive to check the movie out and purchase a ticket when the user can do it all in one place.
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