AR used the possibilities of computer techniques to increase the feeling and experience of the product by adding interactive levels.
AR as an innovative technology has become an indispensable and integral part of the experience of users whose reality is enriched with new information and content using digital media. AR has brought a new experience of connecting and overlapping the virtual and real worlds on the screens of available devices. Due to its unimagined possibilities, high development power, and in the next wide application, AR will achieve a dominant place in industry, art, health care, and trade. Marketers create very interesting, amazing, and interactive experiences. Brands use AR marketing to stand out in a competitive market. By 2023 (Threekit, 2020), the global VR/AR market is expected to have a 77% annual growth rate. The data shows that the customer has significant comfort and that he is willing to pay more for comfort, i.e., 40% of consumers (Threekit, 2020) will pay more for a product adapted to AR.
How is augmented reality used in retail?
The retail industry has chosen to adopt state-of-the-art technologies in the areas of marketing, advertising, new content, and customer service. Retailers and new brands are adopting innovative and impressive digital methods to increase revenue and engage consumers. As retailers and innovative brands become more and more available, they are developing their business in a new successful direction by adopting and implementing the latest technologies.
To move the created scene and lose the boundaries between virtual objects and the real world, digital media such as videos, 3D models, and other forms are included. According to data from 2020, when there were 598 million AR devices, it is expected that in 2024 there will be 1.73 billion (Reydar, 2021). AR expands the real world with additional virtual objects using computer vision technology and camera devices. The application of AR has enabled brands to improve customer engagement and loyalty. There are two completely different ways of applying AR in retail: 1. When customers in a store gain AR experience via special AR hardware, AR glasses, or, more commonly, cameras on a handheld device,2. Getting hands-on experience with augmented reality through the use of mobile or web AR applications for e-commerce. To achieve significant success and justification for the application of AR, it would be best to combine both methods and develop new strategies.
