From Wikipedia, the free encyclopaedia
Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.
Augmented Reality is one of the hottest buzzwords in the technology sector. Still in its infancy, AR will change retail forever. The technology already exists and is ready to use. All it takes is a little creativity to use it in a jewellery store.
AR will eventually replace the jumble of signs and billboards found in many urban shopping environments. Instead, a visitor can view a street through a smartphone and see an overlay of data identifying businesses along the way. Each store’s data point can have contact info, hours, specials, and a personalised multi-media message available at a touch. Or they can take a virtual tour of your store. An impressive presentation and a compelling call to action will deliver the customer to your door.
Analytics and CRM Live
Once in the door, you can build a relationship, follow their movements, tracks their spending habits. You want to be able to suggest new items, remind them it is time to inspect their jewellery or update an appraisal. As an AR display welcomes the customer, tells them their repair is ready and offers today’s special deal, your CRM will be collecting data. New customers can opt-in to have their data automatically entered into your CRM database. Each salesperson will have a tablet displaying the customer’s information to help personalise a sales approach.
Wouldn’t it be nice if you could have all the information, size, weight, 4Cs, price, etc., displayed with an item? How about the availability of other sizes or centre stones? With AR, all one needs to do is point their phone at the item and all the information will be in their hands. Take it one step further–showcases made of interactive glass. You are already familiar with this one; it is on your smartphone. Why not on your showcases or front window?
Not only will AR be a selling tool, but it will also be a breeze for your customer to share instantly on social media, tagged with your brand. An interactive display encourages a customer to spend more time at looking in your cases. All you need to do is get the item out of the case and in their hands.
When a customer finds an item they like, a simple swipe of the finger and it is in their virtual shopping cart. Another few taps and it is paid. As they check out, they can specify gift wrapping or home delivery in a perfect blend of bricks-and-clicks. Or they can keep everything in their shopping cart and make a decision at a later time.
Augmented reality will change the mechanics of a retail store. It will add interest and efficiency to the customer experiences. But it is just the tip of the iceberg. There is so much more you can do with it.
Next…AR: the perfect tool for upsells and cross-marketing.