Consumer behavior has changed after the pandemic, especially in the retail sector, with the entry into play of augmented reality and virtual reality. These two modalities offer more innovative and personalized shopping experiences.
Many companies have been forced to rethink their strategies to enhance the customer experience beyond websites and applications. Digital spaces, logically, have experienced an unstoppable boom since then.
The development of technology and online commerce have been the main drivers of new leisure and consumption habits. For this reason, the retail sector has realized that favoring total digitization is more necessary than ever. And that’s where augmented reality (AR) and virtual reality (VR) come into play.
From the mere fact of converting web pages into virtual stores, VR, especially AR, must improve the interconnection between stores and customers, offering unique, individualized, and valuable virtual experiences.
Augmented Reality involves using technology to capture real-world images and adding an “Augmented” version by superimposing digital information over the real world. This can be done using AR apps in smartphones that use the camera to display the real world and superimpose extra information like text and images onto that world.
Virtual reality (VR) is a computer-generated simulation in which users can physically interact in an artificially created 3D environment using electronic devices (headset and gloves/hand-operated consoles fitted with sensors). A user’s physical presence is digitized, giving the feeling of experiencing this virtual world physically. Supported by visual and auditory cues designed to enhance realism, VR allows you to perceive and function in a simulated reality much like you would in the real world. VR replaces reality with a digital simulation designed to create a transformative experience.
Augmented reality is a crucial tool to offer users extra information about products. How? Through videos, 3D animations, or virtual objects that can be viewed in their spaces, for example, when scanning a product’s packaging with a mobile phone. All this translates into a series of benefits:
Virtual Reality (VR) is an immersive experience that takes us to a virtual scenario where digital assets can be manipulated using a VR helmet, gloves, controllers, joystick, etc.
Virtual Reality generates non-existent virtual worlds, while Augmented Reality combines non-existent elements with others that do exist.
Although virtual Reality allows you to create much more immersive experiences, augmented Reality’s appeal is more significant due to its more authentic and helpful image of reality.