The better you integrate with the experience that the potential client is looking for, the better you can express the virtues of what you sell or propose. It is not science fiction, almost anyone can do it.Today’s phones incorporate chips capable of accelerating augmented reality applications, which can change shopping experiences.Freepik
The current health crisis and the fact of having limitations to have real experiences may be causing an acceleration of those systems, tools or platforms that allow alternative experiences to be lived at a distance or without physical contact .
But when it is the big technology companies that launch this type of environment, what is behind it? Are they free and altruistic apps to help us face the problems derived from this crisis? Or do they use users as a sociological experiment?Is this a good idea? “There are many good ideas, the question is whether it is a good business. My opinion is that they are not really inventing anything new, for years there have been platforms that allow activating the purchase from the content , Instagram without going any further did it in 2018 ”, explains Rodrigo de Agustín, Digital Strategy Manager at Hiberus Tecnología .
However, the expert continues, it can be understood that it is “a niche tactic” to “be” in an interaction format in which Google cannot be left out.Choosing beauty products was by no means a coincidence: in this sector there are brands willing to try new things and users have a high level of interaction . “ Cameras are the new virtual mirrors , aesthetics are visual and easy to express in short video format and their purchases are impulsive, everyone is willing to try makeup items , probably much more than with items of greater value or involvement “, says the expert in digital strategy.
“It is very difficult to know what a company like Google, which no less than the world market for smartphone software in number of devices , is really testing with these test benches … maybe it is not what it seems and has more to do with the underlying technology that they are developing, or with the integration of interactive shopping experiences with its recent turn towards being a ‘ marketplace search engine ‘, now that it will offer, for free, product results among its organic results ”, he adds.Google now offers free product results among its organic results.Google
What is that underlying technology? The market is in the technologies that allow interaction with the product and the brand , such as augmented reality (AR).
For De Agustín “the past, the present and the future of commerce is to become contextual” , that is, “the better you integrate with the experience that the potential client is looking for, the better you will be able to express the virtues of what you sell or propose; the more you make him feel the positive feeling that your product can offer, the more desirable you will be and the more you will fit in with the feeling of connection, with the ‘this is what I’m looking for’ ”.In this sense, both formats and technology converge to offer mixed and augmented reality experiences on the physical world that help to achieve this capture.”The formats because they seek to be a mirror, become the protagonist, allow you to try the experience before buying the full version .” They do so on the social network structure “which is already formed and accepted by (almost) everyone.” Technology because the real world “is being sensorized” and mobile technology manufacturers have already incorporated chips capable of accelerating AR applications in their last two or three generations , and even the generation of that content “has become very democratized,” he says. the expert. There are platforms “that allow anyone to upload videos and 3D models on the (now) much-used QR codes, without the need for programming.” For an advanced experience, obThe expert refers to phenomena such as ‘ Pokémon GO ‘, an authentic mass movement that made us all pay attention to our screens without realizing that it was not ‘just’ a global video game: Niantic Labs, the game’s developer company , has recently added a feature that allows real-world objects to have weight in augmented reality, that is, Pokémon can hide behind a tree or furniture – or even a person – thanks to an AR technique known as occlusion.What seems like something very revolutionary and fun is also a strategy that allows the company to ‘map’ the real world in 3D .
For more than half a century, human beings have tried to fulfill their dream of copying and modifying reality. “Pokémon GO was the end of a way of understanding augmented reality, from which new experiences linked to ‘more conventional’ social networks have been opened that have adopted this format that the video game has made fashionable,” says the expert.viously “there are professionals who now have incredible channels to develop their creations and those of their clients with these technologies,” says De Agustín.
As in most fashions or ‘waves’, whether technological or otherwise, everything takes a process: ” I believe that we are in the zone of struggle and adoption , and soon clear winners will begin to emerge, those uses that our brains better accept, to end the practical applications: the evolutionary survivors of all of the above ”.