Description: Augmented reality in commerce refers to the integration of digital elements into the physical environment of stores and commercial spaces, aiming to enrich the customer shopping experience. This technology allows for the overlay of information, images, or animations onto the real world through devices such as smartphones, tablets, or augmented reality glasses. By providing a more immersive and engaging interaction, augmented reality seeks to capture consumer attention, facilitating decision-making and enhancing overall satisfaction. The main features of this application include the personalization of the shopping experience, the visualization of products in 3D, and the ability to virtually try on items such as clothing or furniture before making a purchase. The relevance of augmented reality in commerce lies in its ability to transform how consumers interact with products, creating a bridge between the physical and digital worlds that can increase customer loyalty and sales. In an increasingly competitive commercial environment, augmented reality emerges as an innovative tool that not only enhances the customer experience but also offers brands an effective way to differentiate themselves in the market.
History: Augmented reality has its roots in the 1960s when Ivan Sutherland developed the first virtual reality system. However, its application in commerce began to gain relevance in the late 2000s, with the advancement of mobile technology and the launch of smartphones with camera capabilities. In 2013, the popularity of augmented reality skyrocketed with the launch of applications like Layar and Aurasma, which allowed users to interact with their environment in new ways. Since then, many brands have started to explore this technology to enhance the customer experience.
Uses: Augmented reality is used in commerce for various applications, such as 3D product visualization, virtual try-ons for clothing and accessories, in-store navigation, and the creation of interactive experiences that encourage customer engagement. It is also employed in advertising campaigns and promotions, allowing consumers to interact with products in a more dynamic and appealing way.
Examples: A notable example of augmented reality in commerce is the IKEA Place app, which allows users to visualize furniture in their home before purchasing. Another case is Sephora’s app, which offers customers the ability to virtually try on different makeup shades. Additionally, brands like Nike have implemented augmented reality experiences in their stores for customers to interact with their products in innovative ways.
