Unlike other technologies that were quickly dismissed as gimmicks or trends, AR quickly gained traction as a powerful new channel to drive growth and engagement. In fact, major tech companies are increasingly integrating AR into their products and capabilities. How can they do this so easily? The barrier to enter the AR space is significantly lower than it has been in the past. All major mobile operating systems and devices now have built-in AR capabilities and some even let developers to publish and initiate AR experiences without needing to create an app. With Software Development Kits (SDKs) becoming increasingly available and AR models becoming more standardized, organizations can get into AR with minimal upfront investment and prove that it works before biting off a large project or effort.
Consumer behavior is changing. More and more shoppers research purchases online and view physical stores only as a final point in the sales transaction. They also expect more choices in products. In store, consumers might browse and try on a handful of items. But online, away from the pressure of sales people and the need to navigate unorganized displays, they can quickly browse and compare hundreds of the same item from the comfort of their home.
Moreover, consumers expect brands to provide more elevated digital experiences and interactions that solve their unmet needs and problems. To meet these expectations, shopping apps have started leveraging AR to help customers visualize and customize how products could fit in their homes.
Retail isn’t the only industry employing AR. In fact, museums have launched apps that allow visitors to have new, dynamic experiences with famous pieces of art. Think your interpretation of Jackson Pollock is crazy? Wait until you see what others think...
AR is just a portion of Deloitte’s Digital Reality concept. AR, virtual reality, mixed reality 360 video, and immersive capabilities combine to enable new levels of storytelling for marketers and journalists. Whether you’re looking to bring golfing closer to fans or better engage customers at a car dealership, Deloitte Digital can help deliver your AR and digital reality aspirations.
Our integrated capabilities are supported by a commitment to investing in and creating industry-leading IP and technology platforms. And together with forward-thinking, experience-driven companies like Adobe, Deloitte Digital envisions a future where AR is an easily accessible channel for marketers to engage and elevate digital experiences. Similar to web and mobile channels, powerful marketing technology can be optimized and integrated with AR. Adobe Experience Cloud technologies such as Adobe Analytics, Target, and Experience Manager can be used to track, test, and optimize VR experiences to resonate with the right audiences, at the right time, and on their preferred devices.
Interested in learning more about how Deloitte Digital and Adobe work together to augment reality and expand digital horizons for our clients? Find us at Adobe Summit at Booth #441 and experience our AR demo in person.
Anton Zuponcic, manager, Deloitte Consulting LLP, is a part of the Global Deloitte Digital Adobe practice and specializes in helping companies achieve their ambitions by delivering transformative digital projects in marketing technologies.