Augmented Reality in retail finds itself just as well as in e-commerce. Puma in its flagship store located in Manhattan used AR-based solutions to reach young adults who often use a smartphone as a shopping tool and engage customers visiting the store.
Augmented Reality combined digital photos with views from a smartphone camera. Although in the surveyed period only 5% of customers visiting the store used the application, it was assessed as developmental.
This is not the first attempt by Puma to include AR in their marketing. In April the brand released a limited edition LQD Cell Origin Air shoes with an app that recognized the shoe by scanning with a smartphone, instead of relying on a printed QR code.
The growing importance of Augmented Reality in retail
Research on the use of Augmented Reality was conducted by research companies operating in numerous markets. In a GfK survey, 25% of the consumers surveyed said they were likely to use the technology for their purchases next year. Gartner estimates that the introduction of the fast 5G mobile service will increase AR shopping to 100 million consumers by next year.
AR is increasingly used in stationary sales. In June 2019, Gucci added the AR feature to its iOS app, which allows shoppers to virtually try the Ace tennis line.
Nike is matching shoe size in Augmented Reality
The Nike app allows shoppers to scan their feet with the camera on their smartphone to get customized recommendations for the right shoe size. Nike’s strategy is to encourage customers to use the app in physical retail outlets. The mobile phone is becoming a tool for more technologically advanced in-store features that can help shoppers get to know the products better and potentially speed up sales.