3/3 of the Digital Digest series. This presentation explores the impact of Augmented Reality (AR) on consumer behavior and marketing strategies. This presentation provides highlights of AR's revolutionary nature in overlaying virtual elements onto the real world.

1. GLADYS GAY MELLADO
102694221
gmellado@myseneca.ca
D I G I T A L D I G E S T # 3
AUGMENTED REALITY
I M P A C T O N C O N S U M E R B E H A V I O R
A N D M A R K E T I N G S T R A T E G I E S
PROF. SUSAN MCVEY

2. INTRODUCTION
Augmented Reality (AR) has revolutionized how we perceive and
interact with reality by overlaying virtual elements onto the real world.
In this presentation, we will explore the profound impact of AR on
consumer behavior, revealing how this technology actively involves
users, heightening engagement, and creating lasting brand
impressions. AR's ability to provide personalized experiences, from
virtual try-ons to home product visualizations, empowers consumers to
make informed purchase decisions, fostering trust and confidence.
AR's gamification and entertainment aspects foster brand loyalty and
prolonged engagement. As we delve deeper, we will uncover how
businesses can leverage AR to transform marketing campaigns into
immersive experiences, bridging the gap between online and offline
shopping and driving increased customer satisfaction. This
presentation highlights the undeniable potential of AR in reshaping
marketing strategies and propelling businesses to new levels of
success.

3. AR AND CONSUMER BEHAVIOR
Understand How AR Influences Consumer Behavior
Increased Engagement
• AR experiences capture attention and engage users actively.
• Users are encouraged to participate and interact with the virtual elements.
• Increased engagement leads to more memorable and impactful interactions with brands and products.
• Active participation creates a stronger connection between consumers and the AR-enhanced content.
• AR's immersive nature compels users to explore and experience the virtual elements, fostering a deeper
engagement.
01.
02. Personalized Experiences
• AR offers personalized product demonstrations tailored to individual preferences and needs.
• Virtual try-ons allow consumers to visualize products in their own environments.
• Personalized experiences give consumers a realistic sense of how products will fit and look in their lives.
• Consumers gain confidence and trust in their purchase decisions by visualizing products in their surroundings.
• AR empowers consumers to make informed choices, leading to more satisfying and successful purchases.

4. AR AND CONSUMER BEHAVIOR
Understand How AR Influences Consumer Behavior
03. Gamification and Entertainment
• AR-based games and applications offer enjoyable and interactive experiences to users.
• Gamification elements within AR experiences make interactions entertaining and exciting.
• The fun and engaging nature of AR-based games and apps keep users coming back for more.
• Extended engagement with AR content fosters brand loyalty and a stronger connection to the brand.
• By incorporating gamification and entertainment, brands can create memorable experiences that
resonate with consumers.

5. LEVERAGING AR IN MARKETING
Explore How Businesses can Use AR to Enhance Marketing Activities
Product Visualization:
• AR allows consumers to virtually place products in their real-world environment,
offering a realistic shopping experience without physically interacting with the item.
• Consumers can see how products will look and fit in their homes or surroundings.
• The immersive nature of AR enhances the decision-making process and customer
satisfaction by virtually visualizing products, consumers can confidently make
purchase decisions with a clear understanding of the product's suitability for their
needs.
Interactive Advertising
• Involves creating captivating and engaging experiences for users and allows brands to
showcase products or services in an interactive and immersive manner.
• Users actively participate in the advertising content, leading to a deeper connection
with the brand. This leaves a lasting impression on audiences due to their novel and
engaging nature.

6. THE “IKEA PLACE” AR CAMPAIGN
Assessment of the Campaigns Impacts

7. A standout example of an organization leveraging AR is the "IKEA
Place" app by IKEA. This app utilizes AR technology, allowing users to
place IKEA furniture items virtually in their homes. Using smartphone
cameras lets customers see how different pieces would look and fit in
their living spaces.
It enhanced customer experience by offering a fully immersive AR
experience, the IKEA Place app revolutionized the way consumers buy
furniture. They can virtually place IKEA furniture in their homes using
the app, giving them the opportunity to see how the items would look
and fit before making a purchase. As a result, customers now have a
far better overall shopping experience because online and in-store
furniture purchases are no longer fraught with uncertainty and
guesswork. It made wonders for IKEA wherein their customers
demonstrated increased confidence in their purchase decisions and
overall improved engagement and brand awareness.

8. IKEA Place is an innovative tool that
allows customers to virtually
experience our furniture in their own
homes. With augmented reality, they
can easily visualize how our products
will fit and complement their living
spaces. It's an exciting way to enhance
the shopping experience and make
informed decisions
- Michael Valdsgaard, Leader of Digital Transformation,
Inter IKEA Systems B.V.

9. THANK YOU