How to exploit Augmented Reality for your Black Friday marketing campaign
November 16, 2022
As Black Friday approaches, retailers are looking for any edge they can get to boost sales and stay ahead of the competition. One tool that could give them a significant advantage is Augmented Reality (AR).
AR allows shoppers to see what a product would look like in their home or on themselves before they buy it, which can help increase customer conversion rates by 90% and reduce returns. It can also create interactive and immersive experiences to encourage customers to visit a store or website.
With the right strategy, AR can be a powerful tool for driving Black Friday and Cyber Monday sales. Retailers leveraging this technology will be well-positioned to take advantage of this crucial shopping period, standing out from the competition and offering their customers a better and more engaging overall experience.
How to use AR to increase sales during Black Friday: the Ikea case study
Ikea is one retailer that has already started to use AR to increase sales. The furniture company has developed an app that allows users to see how Ikea products would look in their homes. The app includes a feature that lets users place virtual furniture in their rooms to get a sense of how it would look in real life.
This experience can be very valuable for shoppers, as it helps them visualize the product and ensure it fits their needs. It also reduces the likelihood of returns, as shoppers can see exactly what they’re getting before they purchase it.
High return rates are one of the biggest problems online retailers face: a report by Mintel found that 49% of online shoppers in the UK had returned items bought in the past year, with that figure rising to 60% when the consumers are aged between 16-34.
Talking about why customers are returning goods, a large-scale 2019 report from UPS found the main reason was that 27% of consumers claimed they returned goods as they were “not as described, or as expected”.
As Augmented Reality offers an immersive experience with 3D visualizations, virtual try-on, and product demos, AR allows consumers to try and see items in their real-life context before they buy. As a result, AR technology helps prevent high return rates, making customers able to make informed purchases, ultimately leading to a reduction in return rates.
How to integrate AR into your marketing funnel just in time for the Black Friday
Ikea’s use of AR is just one example of how this technology can drive sales during Black Friday and other critical shopping periods. But how to exploit this technology?
AR should be integrated into all the steps of the marketing funnel, following the Always-on AR approach (AOAR, in short). As a result, AR is becoming a continuity tool in digital marketing, in the same way as social media marketing or email marketing.
- Awareness: this is the first step, and marketers usually reach a vast audience with advertising and social media-sponsored posts; the competition bar is set very high, and it might be hard to stand out. That’s why WebAR can help differentiate a brand with a WOW effect that attracts cold users and gently accompanies them to the next funnel step.
- Interest: here comes more targeted content; it usually starts with a newsletter that talks more in-depth about a service or a product. With Aryel, it’s easy to add a Product Visualization in AR directly in an email or embed it in an eCommerce in a snap!
- Consideration: to the end of the nurture phase, WebAR can help engage the audience with gamification experiences, face filters, etc.
- Intent & Evaluation: it’s time to give users a little boost with virtual try-on and everything that can help feel the brand closer and more authentic.
- Purchase: once the sales transaction is complete, Aryel can make the post-sales more engaging with augmented packaging or filters to encourage users to share their purchases online.
Reports and insights
A marketing campaign needs data to keep improving performance: Aryel platform also provides reports and insights about campaigns and users to keep track of their performance and understand their impact in the funnel and what benefits they bring.
The analytics dashboard, with insights, data, and reports for tracking campaigns’ performance, helps marketers know the audience better, collect stats from offline marketing campaigns and boost ROI. It is even possible to set up campaign goals linked with interactions which help measure how often users complete specific actions.
In Aryel, marketers can create a maximum of 20 conversion goals or target actions, tracked from the time they are made, where conversion is the execution of the desired target action by a campaign visitor, such as a CTA click or a particular interaction with the AR object.
At Aryel, we want to encourage seeing AR not as an extravagant technology to use once and then forget about it but as a tool on the same level as social media and newsletters that can make a difference in the long run if used consistently.