Buying artwork to make your home or office, or workplace look better is always a great idea. Not only you bring beauty and art into the lives of people who live and work there, but you also support the art market and the artists.
But what’s the problem when choosing which artwork is the perfect fit for a specific space? Works of art are usually not only fragile but also expensive, and you cannot always take it home to see how it looks on the wall before deciding whether to buy it or not.
According to Jeanne Anderson, GM of Saatchi Art, more than 70% of potential art market’s customers hesitate to buy because they cannot see the artwork in advance.
Of course, in such a low-touch environment, like the one we’re experiencing nowadays, it can be tricky to see items in real life before buying them.
But there is a new technology that can help both artists and potential buyers, and it is Augmented Reality.
Let’s see how it works and why AR is the game-changer the art market was waiting for!
#bringArtToLife: it only takes a link
AR allows artists and art galleries to let customers see the artworks at home without leaving their couches.
They have to digitalize the works, create an AR experience, and share it with potential buyers.
With a couple of clicks, they can see the pieces directly in their houses, hang them on the wall, or place them around to see if they like the final result.
AR can be an expensive technology if you have to develop a native app. However, thanks to platforms like Aryel, everyone can create their WebAR campaigns in a few clicks and deliver immersive experiences to customers and potential buyers.
More use cases and scenarios
However, AR magic is not limited to this; there are many other use cases in which this technology can help the art industry.
For example, it can compare works without even moving them from their location or quickly show the before and after a piece of art during restoration work.
Also, this technology can be a massive game-changer for museums, making access to art easier and smoother even from home (i.e., during lockdown), making their itineraries more immersive and engaging, and even showing works that are not physically available because they’re on loan or under restoration.
Finally, the potential for schools and art institutes must not be underestimated. AR allows students of every grade to understand art better and learn the history of art faster while having fun. Also, AR can improve the students’ digital content creation process, allowing them to experiment and unleash their creativity.
Last but not least, talking about experiments, AR can allow curators and owners to experiment with new frames and cuts without actually touching the original piece preventing the risk of damaging it.
How to integrate AR into the art marketing mix
All these use cases are exceptional, but how to integrate this technology into your marketing mix if you have an art gallery or you’re an artist yourself? Easy- peasy!
- eCommerce/Website: as we explained more in-depth here, AR help optimizes the conversion rate, both in terms of requesting information and purchasing a work.
- With Augmented Reality, Google Ads can create engaging banner ads that perform an average user engagement rate 300% higher than traditional approaches.
- Newsletter: sending artwork via email, perhaps at a special event or during the release of a new collection, and sharing the link to see the related AR experience remote.
- Social Media: integrating AR in your editorial plan is easy and effective: you can post the artwork (e.g., via Facebook) either as an enhancement to the calendar or perhaps on the occasion of a specific event or during the release of a new collection.
Now, let’s take a look at all the advantages!
Why AR is changing the art market for good
- AR enables an improvement in audience experience, making it more immersive and engaging.
- AR increases sales thanks to the optimization of the Purchase Rate on eCommerce through Product Visualization.
- Engagement of a new target audience and more visitors (Millennials & Generation Z).
- Increase the number of customers in the gallery and on the website and do retarget on social networks.
- Increase average visitor dwells time in the gallery and on digital touchpoints.
- Differentiate from the competition through a new way of communicating your product uniquely and originally, thus increasing perceived value.
- Capture people’s attention in a world where we live saturated with stimuli with a “WOW” effect that fascinates and conveys novelty and progress.
As we can see from this article, the art market is going through significant changes. Therefore, all the industry professionals who will take this chance will majorly benefit from Augmented Reality.
With Aryel, everyone can create their own WebAR experiences and share them off- and online through a simple URL — even without coding skills!