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Why retail marketers should sideline AR and VR technology, at least for a while

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Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these technologies, suggesting that marketers are inclined to tick the shiny-new-tech box despite it not exactly chiming with customers’ wants and needs.

Asking 50 retail decision-makers themselves, the study found that while 38 percent listed the creation of online personas and avatars as a key priority, 28 percent of consumers just wanted to see a broader variety of clothes.

While 32 percent of retailers planned to create virtual stores which could be browsed online, meanwhile, just 10 percent of consumers said they would be interested in using this feature in the future.

The findings by Klarna are compounded by those of a recent eMarketer report which, focused on the new technologies that could improve m-commerce experience, found that just a third of millennials in both the UK and US favoured ‘try before you buy’ AR.

Instead, the majority (62 percent) cited visual search as a preference, while 58 percent said they’d benefit from ‘click to purchase’ content, through images, videos, articles, blogs and user-generated content on social.

It’s not to say, however, that there is no place for AR and VR-based tech in marketing. IKEA’s Place app, which allows shoppers to virtually place its furniture in their house, is a practical use case. Meanwhile, this summer Facebook tested AR ads which would allow users to ‘try on’ items from brands, such as cosmetics and clothing.

In a recent article on Marketing Tech entitled ‘Just how realistic a goal is augmented reality in marketing?’ Fifty Five and Five’s Sam Gowing envisaged the technology’s use in the B2B marketing space, where AR could be used for virtual conference meetings.

“When so much of communication is based on body language, and online meetings have a higher ratio of people not paying attention, the introduction of AR could be a boon and a great medium to providing more compelling sales pitches,” wrote Gowing.

While a measured and thoughtful approach to these technologies can see real utility that helps customers in the consideration phase, in a wider sense, AR and VR seem to serve as more of a PR piece. On how marketers should move forward with the technology, Gowing puts it well.

“While marketers would be commended for leading the way, and put themselves at a considerable advantage, the risk will remain high until the market is more mature. For now, though, marketers will do well to keep an eye on the evolution of augmented reality to see where it goes in the future.”

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore. <

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Marketing Day: Facebook’s ad tests, Alexa’s email feature, Hulu’s OTT ad marketplace

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Facebook’s ad tests, Alexa’s email feature, Hulu’s OTT ad marketplace appeared first on Marketing Land.

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Usain Bolt named global brand ambassador for money transfer service Xoom

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Usain Bolt is known by many as the fastest man in the world. His global fame and quickness have been snagged by Xoom, PayPal’s international money transfer service, which has named the eight-time Olympic Gold Medalist as its global brand ambassador through 2020.

The partnership kicks off as Xoom expands its send-money service to customers in Canada, who will be able to send money, reload phones, and pay bills for loved ones in more than 130 countries globally.

The Jamaican-born sprinter will be part of Xoom’s inaugural international ‘Money Go Xoom’ marketing campaign launching this month in Canada and the United States. The new campaign, which touts Xoom’s ability to provide a fast, secure, and convenient way to pay bills or send money to people around the world, will be brought to life with Bolt in a variety of digital and broadcast spots.

“At Xoom, we’re deeply committed to delivering the fastest possible money transfer experience to our customers. So, Mr. Bolt was a natural fit to serve as our global brand ambassador,” said Julian King, vice president and general manager, Xoom, in a release. “We look forward to working with Mr. Bolt during an exciting time as we continue to expand our services and help new populations in need of fast and reliable international money transfers.”

Added Bolt: “Having experienced the difficulties of sending money to my own family back home in Jamaica, I’m thrilled to endorse and partner with a company that’s focused on delivering a fast and convenient way to send money or pay bills for family from afar.”

Xoom partnered with Bolt for his global association with speed and his shared values of supporting local communities around the world through service. In 2014, Bolt created the Usain Bolt Foundation, which creates opportunities for Jamaican youths through education, sporting provisions, and cultural development. PayPal and Xoom have a longstanding history of supporting the local communities in which they operate and hope to continue these efforts through their work with Usain Bolt over the next two years.

PayPal also owns payment platform Venmo.

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YouTube faces fan backlash over 2018 ‘Rewind’ video

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YouTube faces fan backlash over 2018 ‘Rewind’ video

YouTube’s annual recap video, showcasing some of the most popular influencers on the platform, has come under fire this year becoming the second-most disliked video in the website’s history.

YouTube Rewind 2018 has amassed more than 8.2 million dislikes at the time of writing, second only to Justin Bieber’s 2010 single Baby which was disliked more than 9.

The post YouTube faces fan backlash over 2018 ‘Rewind’ video appeared first on Netimperative – latest digital marketing news.

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