Brands Embracing Augmented Reality Will Lead

With the rapid acceleration of ecommerce due to the global pandemic, tools and utilities that once were considered at the leading edge for enhanced shopper experiences are fast becoming core components for brands that need to sell more without fully leveraging their brick and mortar locations, according to a recent Forbes article. The story stated that those tools include augmented reality, which helps shoppers better envision how a product fits — on their self, in their homes, etc. — before deciding whether or not to complete a purchase.

PMG’s Leyla Foschi provided her thoughts about the growth in AR usage, which she attributes not just to consumer needs but also as a way to fill time. She cited growth on Snapchat as a reflection of the trend, saying, “Snapchat reported that time spent with their AR lenses was up 25% [since stay-at-home practices began]. AR has been around for a long while, but COVID-19 has accelerated its adoption.”

She added that with both users and marketers growing more comfortable with a once-fringe technology, “brands who widely adopt AR first will be at the forefront of a tightened purchase path.”