Less than a month ago, Burberry launched a new Augmented Reality (AR) shopping tool in collaboration with Google. The innovation includes a unique search technology that offers customers a pretty immersive online shopping experience.
It allows you to place a bag next to an outfit you like, for instance, to see how it’ll look before purchasing it – simulating the in-store experience.
The items are marked in Google search listings with a “View in 3D” so that consumers can see an AR version of the product at scale against other real-life objects.
The only two items that can be viewed in AR at present are the Burberry Black TB bag and the Arthur Check Sneaker. But, in the future, more products are likely to be added.
Take a look:
“The inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers,” Burberry stated. WE agree.
This isn’t the first time Burberry went at it with AR. At the launch of their flagship store in Tokyo, they held an event that allowed visitors to activate QR codes to find hidden Burberry deer with AR.
Burberry continues to test various technologies in aims of improving its online and in-store customer experience. In sync with recent findings that show 75% of consumers now expect retailers to offer an augmented reality experience.
We think these numbers will increase, and so are the actual AR innovations and tools, amid the coronavirus outbreak.
Covid-19 has already caused a decline in retail footfall and changes in consumer sentiment. Therefore, making now an even better time to use this cutting-edge technology. Especially since shoppers are less likely to step into physical stores, making the online channel more attractive.
Vogue Business says the coronavirus outbreak “has prompted companies including Burberry, Apple, and Capri Holdings to revise their annual forecasts.”
If you want to read a little more about how marketing is shifting these days, check out Optimove’s blog, “Thoughts on Marketing Amid Covid-19.”
What the Future Holds
According to a Verified Market Research report, Global Augmented Reality was valued at USD 805 million in 2017 and is projected to reach USD 9.83 Billion by 2025. Now, it’s easy to believe these numbers would even be higher, depending on how long the retail market would feel Covid-19’s impact.
Other Retail Giants
Brands such as IKEA, Macy’s, and Kohl’s have also used innovative technology to engage customers, showing remarkable results.
Apple’s Quick Look feature helps retailers bring augmented reality-powered catalogs to life.
Just like other filters, Dior recently used AR to allow Instagram followers to try on their sunglasses.
Expect more of these.