AR/VR and Marketing: Innovative Ways to Engage Customers
Marketing has existed as long as there have been businesses in the world. Basically, it is what drives your business and allows it to grow at a lightning speed. The ways of marketing have changed over time, with content marketing, email marketing, and social media marketing being the most predominant ones at present.
All these fit under the broad category of Digital Marketing. Augmented Reality (AR) & Virtual Reality (VR) are progressively becoming a part of Digital marketing to attract customers. This blog will explore the topic thoroughly and understand how it aids the business.
⚠️ AR/VR Is Not Just a Gimmick
Many brands experiment with AR/VR as a one‑off stunt, then abandon it when immediate sales don’t skyrocket. The real power of these technologies lies in long‑term brand building, customer education, and reducing purchase hesitation. Approach AR/VR as a strategic investment in customer experience, not a quick sales hack.
Uses of AR/VR in Marketing
You can use AR/VR to build engaging campaigns that can promote your brand and what you are offering. VR can be used to display existing products as well as the development of upcoming ones. Customers can view the development of new products and give real-time feedback. Marketers can transform the customer experience by enabling customers to try products virtually before making the purchase decision. For example, before purchasing real estate, prospective buyers can go on virtual tours. They will be virtually transported there and can have a look at each and every corner. AR/VR can give them a feeling of actually being present there.
Try Before You Buy
All brands allow customers to try products before buying them, barring a few exceptions. For this, they provide trial rooms or return policies to customers. However, in the case of purchasing from eCommerce stores, trying products physically is not possible. eCommerce store product trials have become possible due to AR/VR technology. AR/VR allows customers to get some idea of how a particular product would look on them before they buy it. This is useful for products like apparel, cosmetics, furniture, and paint. Customers don’t have to guess what they will be getting or how the product will look on them. Although this cannot completely replace the experience of brick-and-mortar stores, it can give some solace to the prospective customer. VR is also being used to give people location tours or visit showrooms without leaving their homes. This can also be done for Museums and other tourist attractions, no matter how far the viewer is from the actual location.
🛒 Pro Tip: Start with AR for E‑commerce
If you’re new to AR/VR, begin with AR try‑on features for your e‑commerce store. Platforms like Shopify have integrated AR plugins that let customers visualize products in their own space using their smartphone camera. This low‑commitment entry point can immediately reduce return rates and increase buyer confidence.
Creating a More Personalized Experience
Marketers make use of AR/VR to show customers how life would be while using certain products or services. They can go to the next level beyond creating videos to create a more personalized experience. Home decor manufacturers use the technology for marketing by showing how their products will look in customers’ homes. This makes it easier for their target audience to make purchase decisions. All they need to do is select a particular product from their virtual storeroom and use their smartphone to point to a certain area of their home to see how it would look there. Influencer VR Marketing Influencers are playing a vital role in marketing strategies and trends these days. There will be increasing use of AI-powered virtual influencers. These influencers are nothing but digital avatars which can be found on social media. Big brands are using these digital avatars to increase customer engagement.
of consumers say they’d shop more if brands used AR
higher conversion rates with AR try‑on features
of users say AR experiences make them more likely to purchase
Use cases of AR/VR in Marketing
IKEA
World-renowned furniture manufacturer has created an engaging experience for their prospective customer by allowing them to see how a particular piece of furniture will look in their home before deciding about the purchase. You can try out the entire furniture set or just one piece of it. IKEA’s app has received thousands of positive reviews due to this feature. The most common comment in the reviews is that virtually seeing the furniture in the house before buying improved overall customer satisfaction and experience.
Wendy’s VR Restaurant
Wendy launched Wendyverse in March 2022, which was a virtual restaurant. It gave visitors a virtual dining experience wherein they could interact with friends and explore the restaurant. They could also play games such as basketball and find surprises in the form of free food. The restaurant’s CMO has stated that for years they have been meeting fans’ expectations by making use of social media and gaming. The restaurant has taken engagement to the next level by making use of AR/VR and bringing in a totally new dimension for its patrons.
Nike
Nike in association with Roblox has created a virtual world called Nikeland. It has been designed in accordance with Nike’s headquarters in Oregon. This virtual world consists of grounds and buildings where visitors can play minigames. These virtual games are played by real-world movements with the help of accelerometers on users’ mobile devices. There are also virtual showrooms where you can buy Nike products like Blazers, Nike’s Air Force 1, and Air Force 1 Fontanka.
| Brand | AR/VR Initiative | Marketing Goal | Result |
|---|---|---|---|
| IKEA | AR app to visualize furniture at home | Reduce purchase hesitation, improve satisfaction | Thousands of positive reviews, higher conversions |
| Wendy’s | Wendyverse virtual restaurant | Brand engagement, gamified experience | Increased social buzz, free food promotions |
| Nike | Nikeland on Roblox | Reach younger audiences, product placement | Millions of visits, virtual product sales |
Advantages of Using AR/VR in Digital Marketing
The biggest advantage you get with the use of AR/VR in digital marketing is that it increases brand awareness. There are many other benefits other than higher customer engagement. Other benefits include improved conversion rates, creating stronger bonds with the customer, and reaching younger customer segments. AR & VR can also be used for storytelling which is a great way to increase customer engagement. As technology advances, we will see a greater engagement with the customers.
Current Limitations of AR/VR in Marketing
The technology is still in its nascent stage, and there are limitations as far as the use of AR/VR in Marketing is concerned. However, over a period of time, this will be addressed.
Expensive
At present, the technology is quite expensive, and it is not possible for small businesses to use it for marketing. It requires specialized software and equipment to create this virtual experience.
Skill Sets
As the technology is still new, there are very few professionals who have the necessary skills to implement it for marketing. Another option is to train the Marketing team in making use of this technology. The second option takes time and effort, which can affect other tasks.
Technical snags
As it is a relatively new technology, there are no standards set for its use. This can create technical snags at your end or at the customer’s end. This can create an atmosphere of ill will and distrust.
| Aspect | Advantages | Limitations |
|---|---|---|
| Brand Awareness | High impact, memorable experiences | Requires significant budget |
| Customer Engagement | Interactive, immersive, shareable | Technical barriers for some users |
| Conversion Rates | Try‑before‑buy reduces hesitation | Not all products suit AR/VR |
| Target Audience | Appeals to tech‑savvy, younger demographics | Older demographics may not adopt |
| Storytelling | Creates emotional, immersive narratives | Requires skilled creators |
AR vs. VR: Key Differences for Marketers
| Feature | Augmented Reality (AR) | Virtual Reality (VR) |
|---|---|---|
| Experience | Overlays digital content on the real world | Fully immersive, computer‑generated environment |
| Device Needed | Smartphone or tablet (widely accessible) | VR headset (less common) |
| Best For | Product visualization, try‑on, location‑based info | Virtual tours, training, immersive storytelling |
| Cost | Relatively low | Higher (hardware + development) |
| Examples | IKEA Place, Sephora Virtual Artist | Wendyverse, Nikeland, real estate tours |
Future Trends in AR/VR Marketing
The AR/VR landscape is evolving rapidly. Here are trends to watch:
- WebAR: No‑app AR experiences accessed directly through mobile browsers, lowering the barrier to entry.
- Social Media AR Filters: Brands will continue creating custom filters for Instagram, Snapchat, and TikTok to drive user‑generated content.
- Virtual Influencers: AI‑powered digital avatars will become more common, blending AR/VR with influencer marketing.
- AR Navigation: Indoor AR navigation for malls, airports, and large venues will enhance customer experience.
- VR Commerce: Virtual stores where users can browse and purchase products in a fully immersive environment.
🔮 Pro Tip: Start with Small Experiments
You don’t need a full‑scale VR world to start. Try an Instagram AR filter for your brand’s product launch, or add a simple AR viewer to your top‑selling product pages. Measure engagement and learn before investing in bigger projects.
Step‑by‑Step Guide to Implementing AR/VR in Your Marketing
- Define Your Goal: What do you want to achieve? Brand awareness, product education, reduced returns, or engagement?
- Know Your Audience: Are they tech‑savvy? Do they own VR headsets? Will they use their smartphones?
- Start with AR: For most brands, AR is more accessible. Explore platforms like PlugXR, 8th Wall, or Shopify’s AR integration.
- Create a Prototype: Test your AR/VR experience with a small user group. Gather feedback on usability and value.
- Promote the Experience: Use email, social media, and your website to let customers know about your new AR/VR feature.
- Measure and Optimize: Track engagement, time spent, conversion rates, and user feedback. Iterate based on data.
- Scale Gradually: Once you have a proven model, expand to more products or more sophisticated experiences.
Wrapping Up…
Although AR/VR in marketing may be costly for small businesses, it is increasingly being used. With time, it will become affordable for everyone, and there will be many more professionals working in the field. PlugXR specializes in AR and provides an easy-to-use cloud-based AR platform to create advanced apps and experiences. You also get features like cross-platform development, support for multiple SDKs, and analytics. If you are looking for digital marketing for your business, get in touch with us at GetSocialGuide, and we will be glad to assist you.
In a world where standing out amongst the competition is crucial, AR/VR technology has become an invaluable tool for forward-thinking marketers looking to take their campaigns to the next level.