AR and VR Technologies - Phygital Experiences

How AR and VR technologies help create phygital experiences | AR Post

The generalization of so-called “phygital” experiences in consumer markets shows that they have now become the norm. By delivering highly personalized and seamless experiences, they ensure that consumers’ unique needs are met and their expectations are exceeded. For brands, phygital is just a trend. It is also now an integral part of the sustainability of the company and its future growth.

The growing demand for phygital experiences

A report shows that a majority of shoppers today feel more comfortable with digital technology. Currently, consumers are returning to in-store shopping after the pandemic. And they continue to search for digital options that make their buying journey more enjoyable. They have come to expect the same personalized experiences that brands offer online when visiting physical stores.

Contactless payments, curbside pickup options, and in-store ordering kiosks are some of the ways brands are delivering these phygital experiences. They provide seamless transitions between digital and physical touchpoints.

These solutions are now commonplace in airports, banks, restaurants and many other establishments. To improve in-store experiences, some brands are leveraging immersive technologies that enhance consumers’ digital experiences.

The role of augmented reality and virtual reality in creating phygital experiences

To create immersive experiences while ensuring smooth omnichannel journeys, augmented reality and virtual reality play a crucial role. Innovative AR and VR applications are effectively meeting consumer demand for phygital experiences across the various channels they use.

Many of us already use these technologies at home. Farfetch, L’Oreal, Wacoal, Warby Parker and more have transformed online shopping with virtual try-ons.

See also: From virtual clothes to virtual stores: XR in fashion retail

Apps like IKEA Place use augmented reality to allow shoppers to virtually place realistically rendered, scaled furniture in their actual physical space.

Marriott International uses virtual reality to help customers plan their events. Used with a headset, their VR app displays three-dimensional views of hotel venues with custom setups for specific social and corporate events.

Brands are delivering those in-home phygital experiences that consumers love in their physical stores. For example, BMW is making car shopping more fun with an AR app that lets shoppers customize car colors and styles. They also offer VR headsets that allow customers to experience what it’s like to drive the cars.

Many Nike outlets today are equipped with AR solutions that allow shoppers to scan items to view more detailed information about them. A few years ago, Adidas also launched a unique AR experience at its Parisian flagship store. Today, shoppers enjoy immersive experiences at home and in-store through the Adidas app.

Toms is offering a similar VR experience that transports shoppers to Peru to see how their contributions to Toms initiatives are helping communities there. This type of immersive experience deepens consumers’ connection to a brand by fully immersing themselves in the real impact of brand advocacy on society.

Other AR and VR apps are also enhancing shopping experiences. These include in-store navigation, immersive product catalogs, and customization tools. They make phygital experiences more captivating. They also connect consumers to brands on an immersive and more emotional level.

Immersive technologies are at the heart of phygital

Phygital experiences will be an integral part of our future. People will expect seamless transitions between digital and physical modes in virtually every aspect of life.

Immersive technologies are fundamental to delivering these experiences. Thus, brands that have not yet done so must integrate immersive solutions into their growth strategy. In addition to enabling brands to respond to new consumer demands, immersive technology also allows them to deliver more value that gives them a competitive edge.

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