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VR technology is a new and advanced technology that primarily attracts young, modern, and tech-savvy customers - if this is your customer segment, VR technology allows you to reach them easily.
Virtual events are an excellent way to build a strong community around your brand. VR enables you to organize interactive meetings, showcase products, or hold conferences that can be attended from anywhere in the world. This is a great opportunity to present your company as innovative and aligned with the needs of modern consumers.
AR games
Games using AR allow your brand to stand out and engage your audience in what you have to say. This process is called gamification, which involves applying game elements to our everyday reality.
AR and VR games provide immense opportunities for building customer engagement. You can use them to organize contests and competitions that encourage users to regularly engage with your app or visit your store.
Imagine the following scenario: Your customers participate in a virtual treasure hunt, earning points for every interaction with your products. The top players make it onto a leaderboard, which further motivates them to stay active. This form of gamification not only engages your audience but also helps build positive associations with your brand.
By using such solutions, you can attract the attention of potential customers who find this approach to marketing fits with their modern use of advanced technologies. It’s an interesting way to encourage them to interact with your products, rather than simply presenting them in a static format (text, audio, video). AR games can be used to promote new collections, educate customers about your products, or simply serve as a creative element in your marketing campaign.
Interactive catalogs
Another marketing novelty is interactive product catalogs enhanced with AR elements. These catalogs allow you to present your offer in a way that engages customers, giving them more interaction with the offer and encouraging them to take an interest in your products. With AR, customers can not only browse products but also interact with them, for example, by rotating them in 3D, which allows them to view products from different perspectives. Modern brands attract many consumers by offering this kind of experience.
Personalization and engagement
Personalized experiences
With AR and VR, you can now offer your customers more than just products from a catalog. AR apps allow you to tailor your offer to each customer's individual preferences.
An example? If someone likes modern design, an AR app can suggest minimalist furniture that suits their home. What's more, the customer will be able to see how the furniture looks in their space, as the AR technology will overlay it onto the real environment. Customers can easily place different furniture proposals in their space and choose the ones that best fit. This way, you give them the feeling that you are offering exactly what they need - almost as if you truly know them.
Direct access to customer preferences
By using data about what customers like and how they behave, you can better tailor your offer to what they truly need. With VR, customers can see places they want to visit on vacation and choose the hotel or attractions that suit them best. By analyzing these paths and customer engagement with specific scenes viewed in VR, the system can deduce which places and hotels are best received by the customer. This way, your offer becomes exactly what customers were looking for - even if they weren’t fully aware of their needs themselves.
Successful campaign examples
Delivr - AR virtual furniture showroom
The AR Furniture by Delivr app allows users to visualize furniture and accessories in their own homes - all thanks to augmented reality technology. This way, customers can not only see how a selected product will look in their home but also check if its dimensions and style match the rest of the interior. The process is extremely simple - just point the mobile device’s camera at the place where you want to put the furniture, then select the product from the catalog. The app automatically places the virtual object in the space and allows it to be rotated or moved around as desired.
The North Face - VR mountain hikes
The COVID-19 pandemic severely limited the travel plans of avid adventurers. The North Face found a solution to this problem - virtual reality. The VR experience called Power Further transports viewers directly to the French Alps, offering virtual views of the famous Mont Blanc landscapes and trails.
Users can experience 360-degree views of locations such as Chamonix, Notre Dame, Lac Combal, and La Flegere. From a computer or smartphone screen, you can see what runners see while climbing and descending the steep trails - all presented in impressive 3D.
VR allows customers to experience The North Face products in the context of their real-life use. The company can demonstrate how their clothing performs in extreme conditions. Given the pandemic, restrictions, and decreased outdoor activity among active customers, the VR technology gave customers a taste of temporarily lost reality, ensuring they didn’t forget about The North Face - their clothing took center stage in the virtual hike. This strong branding through VR experiences ensured that when customers resumed outdoor activities, The North Face remained a top choice. The project was also interesting because it introduced the brand to many people who hadn’t heard of it before.
Using VR also helps the company attract younger consumers who increasingly shop online and value innovative solutions.
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Measuring success
User engagement
How do you measure user engagement? Simply observe how often and for how long users interact with your AR/VR solutions. If your app retains users for longer, it’s a sign that the content is valuable to them. This directly translates into increased interest in your offer and, in the long run, more products sold.
Brand awareness
You can measure brand awareness growth through AR and VR by analyzing social media discussions. Also, observe whether the number of internet searches for your company increases.
AR and VR campaigns often go viral, naturally boosting your brand’s recognition among a wider audience. It’s also a great opportunity to gain new followers and subscribers, which strengthens your market position in the long term.
Website traffic
Introducing AR and VR elements can noticeably impact traffic on your website. Monitor visit statistics before and after implementing new solutions. An increase in users visiting your site is a clear sign that investing in these technologies is drawing attention. It’s also an excellent time to analyze user behavior on your site - such insights will help you improve your tools.
Conversions
The most important measure of success is an increase in conversions. Track how AR and VR affect the number of items sold. Are customers who used these technologies more likely to make purchases? If so, it’s proof that investing in innovative solutions paid off. Additionally, purchase data analysis can provide valuable insights into customer preferences.
Guidelines and best practices
Creativity
Creativity is key in AR and VR. Think of original ways to use these technologies to showcase your products. Don’t limit yourself to mimicking competitors. Instead, consider what extraordinary experience you can offer your customers - just like The North Face allowed them to explore exciting tourist spots during the pandemic. It could be an interactive game promoting a new product line or a virtual tour of places related to your brand. AR and VR are still very young technologies with great potential and virtually endless marketing ideas - competition here is still low, and you can take advantage of your niche.
Quality execution
Quality execution is just as important as the idea. Make sure your apps are reliable and intuitive. Users should smoothly navigate virtual environments without technical issues. If users forget about the barrier between reality and the virtual world, it means you’ve succeeded.
Integration with other channels
Can your virtual experiences be connected with social media, email marketing, or advertising campaigns? If so, that’s great! Consistency in messaging and an omnichannel strategy is key to building an effective marketing strategy.
