[The application of virtual reality (VR) and augmented reality (AR) in e-commerce has gone from being science fiction to a real marketing strategy, allowing brands to approach their customers in a much more direct way, present their products in minute detail, increase sales and drastically reduce returns.
In fact, according to a Google study, 66% of online shoppers worldwide are interested in using this immersive reality technology to facilitate their purchases.
Consumers want accurate and as detailed as possible information about the product they are about to buy, and virtual and augmented reality make this possible.
This technology goes far beyond a product description or quality images, AR and VR provide as much information as possible.
Consumers reliably know what they are buying, which helps them make purchasing decisions, thus increasing sales and reducing returns.

Virtual Reality & Augmented Reality

Both virtual reality and augmented reality are part of the immersive reality technologies that are increasingly used in marketing and online commerce, but it is convenient to know their differences.
Virtual Reality directly eliminates the environment in which we are to transport us to another by means of glasses, headphones or sticks, which create a reality that exists only in the digital world.
Augmented reality, on the other hand, enriches reality by bringing digital elements into the real world.
It does not require special tools and only a mobile device with a webcam is enough.
That is why this is the most used in online commerce, because few are those who have specific technological tools at home, but we all have a smartphone.

Example of virtual reality

One of the first companies to use virtual reality was Ikea.
The Swedish furniture giant creates a virtual exhibition in which visitors feel like they are in the store without leaving their homes.
What’s more, you can enjoy a 360-degree tour of a fully furnished room, customizing it according to your tastes.
In this way, they can have a very clear idea of how their room will look.

Example of augmented reality

Many opticians are already taking advantage of the potential of augmented reality to offer their customers the possibility of trying on glasses virtually from their own home.
All they have to do is visit the website of the desired optician’s, activate their webcam, select the ones they like the most, try them on virtually and finally choose the one that best suits them.

Reason for the success of immersive technologies

While it is true that fewer and fewer people are reluctant to enter their bank details online, this type of commerce still faces the difficulty of users not being able to see the product, touch it or try it on before buying it.
And this is where virtual and augmented reality play a key role, allowing you to present your products in real-life action in a detailed and accurate way.
But this is just one of the many advantages of implementing AR and VR in your company’s marketing strategies:

  • It allows the consumer to live a unique and personalized shopping experience.
  • Boosts brand awareness.
  • It sets you apart and stands out from the competition.
  • Increases customer engagement and loyalty.
  • The product reaches everywhere in a much more attractive way.
  • You can explain in detail and precisely what your product is and what the consumer can get if he/she buys it.
  • It incorporates interactive manuals to learn how to use the products.
  • It shows the product in 3D in real environments so that the potential buyer can get a very rough idea of how they look.
  • They make it possible for the customer to virtually “try on” clothes and accessories without leaving home.
  • Drastic reduction in returns.
    According to data from Deloitte, 64% of returns in online commerce are due to the product not meeting the buyer’s expectations.
    A fact much less likely if the customer tries the products before buying them thanks to virtual reality.

Immersive technologies are a fundamental instrument in the so-called emotional marketing.
A perfect tool when it comes to getting a customer excited, thanks to an innovative, attractive and fun story that they will always remember.
If you manage to awaken positive emotions in the consumer, the bond between him and your brand will be clearly reinforced.
In short, if, thanks to immersive technologies, the credibility and prestige of our brand rises and the number of returns decreases, the other ratios of online commerce, such as visits/sales or customer satisfaction improve as well.
In addition, costs are reduced and also pollutant emissions by reducing travel, which increases the sustainability of the whole process[:].

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