Consumers more likely to buy following augmented reality experience
Research has found that consumers are more likely to buy a product after engaging with an augmented reality experience, and would be happier to pay more for it.
The research, by marketing communications consultancy Hidden, aimed to find the effectiveness of augmented reality versus traditional sales and marketing collateral in its study “Sales technology: selling with augmented reality”.
100 parents were shown a marketing communications and a display advert for a child’s toy, while another 100 parents were shown the child’s toy as an interactive augmented reality experience. Each person was then asked if they would consider buying this toy for a child and how much they would consider paying for the toy.
It was discovered that of those who saw the 2D printed advert, 45% said they would consider buying the toy for a child, with estimates of the price leading to an average of £5.99.
Of those who saw the augmented reality experience, 74% said they would consider buying it for a child, with the average estimated price being £7.99.
Matt Trubow, chief executive officer of Hidden, said: “It’s interesting but not unexpected that the study results clearly indicate people were more engaged with the augmented reality experience than the display advert. More importantly, however, the audience was so engaged that they were willing to spend more to obtain the item after viewing the AR experience. More importantly, however, the audience was so engaged that they were willing to spend more to obtain the item after viewing the AR experience.
“This data should prove useful for the remaining sales and marketing professionals that are still unsure how to measure the impact of the technology. For me, the measurements are easily identified and are focused primarily on core business outcomes such as the increased production of leads and sales conversions.
“Our research helps to prove that the most useful information is obtained through the tactile nature of the augmentation. This information, what we like to call ‘mass intelligence’, is a by-product of the user’s interaction with the experience and can reveal client trends that would require mind-reading powers to obtain from the client in the past.
“There are distinct advantages to placing your product in the hands of the end user, something not always possible outside of a retail environment.”