Augmented Reality: How to get the project out of paper

Evaluating the benefits of technology and testing it on smaller scales are some of the steps; by 2020, about 100 million consumers will buy in RA environments

According to Gartner projections, by 2020, about 100 million consumers will buy in Augmented Reality environments. The technology, which provides new possibilities and buying experiences through the mix of real and virtual, and 3D interactions, can already be seen in some stores.

A tecnologia, que oferece novas possibilidades e experiências de compra por meio do mix de interações reais e virtuais e 3D, já pode ser vista em algumas lojas.

In 2013, for example, the furniture company Ikea launched a catalog of RA that allowed buyers to see how certain pieces of furniture would stay in their homes.

By creating the illusion that new elements are part of the environment, the idea is to generate more interaction and open up a different dimension in the way people buy products, interact with customer service, and engage in marketing actions.

“Technology transforms the customer experience and makes the sale much more accurate. Through it, it is possible to ‘take’ the product anywhere, “explains Agesandro Scarpioni, academic coordinator of Fiap (Faculdades de Informática e Administração Paulista). But to adopt it, you need planning. Here are a few steps:

1. Business study

The first step is to understand how technology works and how it can help the business. “In this process, one question helps a lot: how can I create a pleasant shopping experience for my client?” Explains Scarpioni. This includes doing a study of RA business, audience, and applications.

2. Infrastructure

After that, you need to create a 3D model of the product that will be used. Companies may choose to develop their own software – which requires a specialized team – or look for a company in the area. “These companies already have professionals working with IOS and Android and the skills and competencies needed to develop the project. Therefore, they may be a more viable option “, emphasizes Scarpioni.

3. Pilot project

Making a prototype of the end product to make sure that worth following with the investment is essential. Often the company discovers, by doing a pilot project, that the idea makes no difference to the business or needs adjustments. Until the release of the final product, it is important to also analyze how the target audience would behave. “Doing a research to understand if the customer really is willing to use the tool is very important. Would he experience a product virtually? “, Explains the specialist.

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