Use AR to improve the customer experience & drive engagement

When was the last time you browsed through a catalog and then picked up the phone to place an order? If you’re like most Americans, it’s been awhile: There are 217.1 million online shoppers in the United States—a number that’s projected to reach 224 million this year (Statista). So, how does that impact print marketing for retailers and other brick-and-mortar businesses?

Augmented reality (AR) is one answer. AR can be used to bridge the gap between print and digital, allowing customers to enjoy an immersive experience with your brand.

AR has changed how we interact with brands—and from a marketing standpoint, it has rewritten the rules of engagement. Now, print media can also be interactive. Once-stagnant displays or catalogs can spring to life using AR technology.

Here’s how it works: AR embeds virtual content layered over a real-world object, making a powerful, immediate connection with the user by providing information in a memorable or more convenient way (i.e. clicking on or scrolling over an item in an ad, which triggers the display of the item name and cost on the host website). The revenue-generating potential that AR provides is incredible.

According to a study published by the ISACA, 62% of consumers believe augmented reality has the potential to improve the shopping experience. In addition, AR has reached revenues of about $428 million in 2018, with that number expected to explode in the next few years, with display ad and visual search revenues via AR totaling more than $2.6 billion by 2022.

This case study from Brand United details how an AR-enabled catalog improved the customer experience and boosted retail sales by 3% for automotive brand Quadratec:

According to Statista, the global market for AR is projected to grow to approximately $90 billion in the next two years. In addition, revenue generated by AR is expected to be three times higher than virtual reality (VR).  And that’s because AR is so versatile and accessible for consumers. It can be customized to hit your audience when and where you want: geo-tagged for proximity-based marketing campaigns (think festivals, annual meetings, sporting events, etc.). AR can be used to create engaging customer experiences like taking customers on a virtual tour of a new property or helping customers easily locate your products—all from their smartphones or tablets, all with a couple of clicks.

AR also helps us become better marketers: Because AR interaction is trackable, we use the data from the experience to strategically plan the next step, modify the message, shape future campaigns, and so on. Where do you see AR fitting into your brand marketing?  If you’re interested in learning more, connect with me on LinkedIn.

Tim Connor

Three Ways to Boost Customer Engagement

It used to be that the quality of goods or services is what created a happy customer. But that was then. And this is the age of customer engagement: Today, customers want to feel appreciated, engaged and connected with their chosen brands. Consider these new statistics:

• 86% of buyers will pay more for a better customer experience
• By 2020, customer experience will overtake price and product as the key brand differentiator (source: Walker)   
  

Research is also finding that, even in today’s digital era, customers are seeking more authentic, human-centered interaction—but without constant interruption. This is the challenge that we face as marketers: To connect with our customers in ways that are real and relevant, while providing transparency, in a frequency that keeps them engaged at every touchpoint.

Source: Walker

A recent article from Inc. magazine offers three tips for creating happy customers through customer engagement:

Behavioral Marketing  

One way to increase customer interaction is to understand where your customers have been—and where they’re going—based on their behavior. Behavioral marketing is one of the best ways to find engaged brand users. By basing your marketing strategies on behavior (Where are how are consumers interacting with your brand?), you can improve the quality of your leads and identify previously inaccessible customers.   

Influencers and Thought Leaders

Inc. magazine says, “One of the biggest ways to boost credibility for a brand is by developing partnerships with people who already have the trust and confidence of your audience.” Influencer marketing is gaining popularity. Consider the Nationwide campaign with Peyton Manning and Brad Paisley. Together, these celebrities appeal to a broad audience.

If your company doesn’t have the budget to book high-dollar celebrities, you might consider using thought leaders to push your brand. Gaining endorsements from industry experts or existing clients that are thought leaders in their industry is one option.  The other is to create your own content and market your company as the industry thought leader.

Frequency Illusions

Another way to connect with qualified customers is to engage in frequency illusions. According to Inc. magazine, “The basic principle is that after someone encounters a name or brand, they suddenly begin to see it everywhere. For example, after seeing a commercial for the newest Prius, you start to see them more often when you are on the road. In reality, they were around before, which is why it's an illusion.”

Through tools like retargeting, social media, and influencer marketing, companies can intentionally increase the frequency someone encounters their brand.

To read the entire Inc. magazine article about creating greater customer engagement, click here.

I found this article very insightful. It’s a reminder that any successful marketing effort requires a balanced and integrated approach. What tips do you have for creating engaging connections with your customers? I’m interested in hearing from you.

Ellen Moriarty
emoriarty@shamrockcompanies.net