Augmented reality (AR) is transforming the way brands engage with customers. Rather than just seeing a product photo online, shoppers can now visualize items in their own space. Sportswear giant Adidas is one company leveraging this technology to provide more immersive shopping experiences.
In this article, we delve into Adidas' innovative integration of augmented reality (AR) into their business model. We'll explore the key takeaways that your business can glean from Adidas' strategy and provide a straightforward guide on how you can seamlessly adopt similar AR technologies in your own operations.
Adidas AR Use Cases Throughout The Last Couple Of Years
Adidas has been involved with AR since 2019. With that being said, they’ve been at it pretty long simply because of the fact that AR technology has only rapidly evolved in the last couple of years. Let’s take a look at how they’ve implemented it.
Virtual Sneaker Fitting Feature (2019)
In a pioneering move, Adidas introduced a virtual sneaker fitting tool within its iOS application. This 2019 innovation, realized in collaboration with augmented reality specialist Vyking, allowed users to virtually try on renowned Adidas footwear, including the newly unveiled Alphaedge 4D running shoes.
In-Store Augmented Reality Journey with Eyecandylab
Partnering with Eyecandylab, Adidas enhanced the in-store experience with an interactive, video-triggered AR journey. This initiative focused on highlighting Adidas’ commitment to sustainability, featuring products crafted from recycled ocean plastics.
Engaging AR Social Media Initiatives
Adidas has been leveraging AR technology to craft captivating and memorable social media campaigns, engaging their audience through a bunch of different/creative digital experiences.
For the Oceans" AR Initiative in Paris
Adidas’ flagship store in Paris became the stage for the “For the Oceans” AR experience. Utilizing TV screens as triggers, this immersive experience transported users into an oceanic realm filled with plastic, offering an interactive element where users could collect plastic pieces and learn about Adidas' recycling processes.
Exclusive AR Sneaker Release at ComplexCon
At ComplexCon, Long Beach, Adidas introduced an AR feature that revolutionized sneaker drops. Attendees, through the ComplexCon app, were guided to specific locations to “Unlock the Drop,” enabling exclusive purchases like the Dragon Ball Z collaboration sneakers.
WebAR Experience for Eco-Friendly Stan Smith Collection
To mark the launch of the sustainable Adidas Stan Smith collection, a web-based AR experience was developed. Showcasing the eco-friendly materials of this line, retail windows transformed into interactive WebAR trigger points, offering a unique blend of a physical and digital experience.
Takeaways From Adidas’ Augmented Reality Campaigns
Here are the biggest takeaways from the ways Adidas has used Augmented reality to better their business.
AR Could Enhance Both Online and In Store Experiences
From looking at all of these examples, Adidas has shown that you could use AR to enhance both online and in store experiences by :
- Creating virtual try-ons and fitting tools on ecommerce sites and apps to let customers "try before they buy" products like shoes or clothing. This reduces returns and increases conversion rates.
- Designing interactive in-store journeys that educate and engage customers using AR when they visit physical locations. Storytelling and gamification drives greater product understanding.
- Blending digital and physical retail by turning storefront windows and external signage into AR triggers that passersby can interact with using their smartphones.
- Building omnichannel consistency between virtual and real by reflecting the same AR experiences across online and offline channels. This unified brand experience sticks in the customer's mind.
- Offering exclusive access to AR apps and features to drive participation in product launches or brand events both locally and nationwide. Being a part of exclusive offers could make customers feel valued.
You Could Use AR Specifically For Social Campaigns
Another thing they showed was how useful an AR campaign could be in conjunction with social media. All it takes is a little creativity and you could have a campaign that could educate customers, go viral, and increase brand awareness tremendously.
You Could Use AR To Share Insights On Things You’re Passionate About (Share Company Values)
Adidas used an ocean-themed AR experience to showcase their commitment to sustainability and recycling. You could do the same for whatever causes your business is passionate about.
Benefits Of Using AR For Your Business
and highlight company values. Their successful augmented reality campaigns showcase some of the major benefits any brand can realize from AR implementation:
Brand Awareness
The more memorable of an experience your customers go through with your brand the more they will remember you and also spread the word. Not every company employs AR experiences so if you can jump on board early this could set you apart from your competition.
Collection Of Analytics
There’s no better way to analyze your best products by seeing who tries on what. AR virtual dressing rooms provide incredibly valuable analytics on user behavior compared to static product images alone. You could get information like the specific items that get the most virtual fitness, customer demographics, conversion rates, and also the combination of items people try on in the same shopping session.
Increases Customer Confidence
Why do most people search online but not actually make the order? In most cases it’s because they believe it may not fit, or look the way they think it will. This leads to people putting off their purchase, even if they really like the item. The further along Augmented Reality gets the more customers could be confident that the product will look and fit exactly like they think in the moment they order it.
Goes Well With Market Trends
Did you know that within Gen Z 52% of people prefer to shop online compared to 48% who like to shop in person? This trend means that bridging the gap between online shopping and physical shopping is extremely important, especially because of the fact that the gap will likely widen as time goes on. Implementing AR into your business is crucial if you want to ride the wave of this trend.
Less Returns
One of the biggest expenses businesses with physical products could face are returns. Every single return results in reverse shipping & handling costs, restocking labor, inventory management headaches and profit lost. With AR sizing issues will be much less which well lessen the chances of returns.
Interactive Advertisement Opportunities
Seeing a billboard or poster ad is one thing. But being able to scan a picture or QR code on an advertisement which leads to an AR experience is so much better. Doing this could really make your brand more memorable.
How To Implement Augmented Reality Into Your Business With CSCONNECT
After reading through all the different things you could do with AR alongside the benefits, your head is probably spinning with possibilities of how you could implement augmented reality within your business.
You’re probably thinking that the barrier of entry is high given the cutting edge technology involved. However, you could seamlessly add augmented reality within your business by working with us.
1. Identify Your Use Case
- Start Small and Specific: Choose a particular aspect of your business that can benefit from AR - be it marketing, customer service, or product visualization.
- Learn from Adidas' Strategy: For instance, Adidas used AR for virtual try-ons and in-store experiences. Your business could use AR for similar purposes or find new innovative uses.
2. Gather Your Resources
- No Need for Expertise: You don't have to be a tech wizard to implement AR. Tools like CSCONNECT AR Editor make it easy for anyone to create AR experiences (even if you have zero coding experience).
- Utilize Available Tools and Templates: CSConnect offers user-friendly interfaces with drag-and-drop functionalities.
3. Create Engaging AR Content
- Blend Creativity with Technology: Combine visuals, audio, and interactive elements to create immersive AR experiences.
- Use Adidas' Approach as Inspiration: Take a cue from how Adidas created engaging AR campaigns by blending storytelling with product showcases.
4. Test and Launch Your AR Experience
- Preview and Tweak: Like any marketing tool, it's crucial to test your AR experience for usability and engagement.
- Consider Various Publishing Options: Depending on your target audience, you could choose between Web AR, native apps, or even AR-enabled print ads.
Conclusion
If the idea of adding augmented reality intrigues you, you could get started today for free by clicking here and entering your email. The free trial includes AR and virtual try-ons, the use of drag and drop campaign creations, and live analytics in order to see how your campaign is doing.
