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How Augmented Reality is giving a New Direction to E-Commerce
Augmented and virtual reality are having a huge impact on e-commerce, giving consumers a more immersive experience. Let us look at how businesses are embracing these new technologies
Fremont, CA: Consumers are gradually getting used to shopping online, forcing retailers and brands to explore more innovative ways to attract and retain customers on their online shopping portals. E-commerce is on a roll in Europe.
Some new technology is being invented everyday to make online shopping experience more immersive. Technologies like mixed and augmented reality allow consumers to visualize products in front of them, in the environments they would be used. For example, the home decor market is leveraging machine learning and mixed reality platforms to allow consumers to virtually redecorate any room in their home before purchasing.
Augmented reality is also proving useful in the business-to-business sector. In Germany, Coca Cola has given its sales iPads that use augmented reality technology to place vending machines within shop spaces, allowing potential customers to get an idea that how the product will look in their store.
Virtual reality has been more successful in the entertainment sector, particularly in the gaming industry. In the health sector, virtual reality simulators are used as training tools for junior medical staff to carry out procedures in a safe environment.
In other areas like real estate, virtual reality is being incorporated to give virtual tours of completed projects, allowing designers and contractors, or potential customers, to walk through houses, estates, or offices virtually.
Though mixed and augmented reality tools are in-demand for consumers, it has a history of poor implementation. Many businesses have tried to implement this technology in the customer journey without much success. This was mainly because of limited usability and poor customer experience. Some brands also tried to incorporate the technology in dedicated apps but it was expensive to develop and maintain, even inconvenient for some users. However, mixed and augmented reality will continue to be a great addition to immersive technology, but the next chapter in the development of this tech will depend on its implementation within wearable solutions.