In Part I, we discussed examples of augmented reality best practice in any general retail environment. This post will now address Part II: How to tackle retail challenges, specifically food retail marketing, with augmented reality. Much has been said about how technology can help bridge the growing gap between retail and digital, however this will be taken to a new level through the incorporation of AR.
If used correctly, AR marketing will do wonders for your business. Not only does it promote the notion that your business is at the forefront of technology, but it also creates a more efficient, effective and engaging experience for your customers.
Aside from the previously mentioned points in Part I, the following are specific ways to use augmented reality in food retail marketing.
An obstacle that many tend to face when cooking a meal, especially for a dinner party, is knowing the necessary amount of ingredients for a recipe. Augmented reality offers a solution to this.
When a customer sees a delicious recipe in a supermarket magazine, they can scan the page and select the number of people to cook for. This would display the exact amount of ingredients needed to suit the party. Not only does this make the whole shopping experience easier, but it saves time, money and prevents waste.
Suggest A Meal
Have a favourite vegetable? Customers can use the Layar app on a particular product, and see complementary products that pair well with it. For instance, scanning a page with a red pepper will bring up delicious compatible ingredients, like sun-dried tomatoes and chorizo.
This allows individuals to spice up their usual recipes and ingredient pairs in an innovative and fun manner. Similarly, this encourages customers who have little experience in the kitchen to explore and experiment with new foods and products.
You should also embed helpful GIF animations into your food publications. For example, scanning a recipe page with onions as an ingredient will lead to an animation demonstrating a method of cutting onions without tearing up. This would help those with little experience in the kitchen to master the basic cooking skills, essentially making the whole process simple and fun. Additionally, it adds value to the AR content and diversifies it from promo videos and discounts.
South African food magazine, Food & Home Entertaining, is a prime augmented reality case study. For their Christmas issue, scanning each page provided customers with animations on how to recreate delectable treats - making the festival season that much more fun and interactive.
Shoppers like to know that they are getting the best price for what they are buying, and augmented reality is an ideal way to demonstrate that. You should incorporate an HTML widget which clearly displays the price of a specific product compared to other brands, which will easily sway consumer decisions. This would allow your business to position your brand as more affordable than others, thus establishing yourself as the price-leader. It also adds to transparency and openness in communication with stakeholders.
Special Deals Around You
The best two combinations to customers are “food” and “special deals”. If you’re running special deals or discounts on specific products - advertise it! This would promote customer reach and push customers to your store, giving you an advantage over your competitors. This would make it both more efficient and intuitive for shoppers to find the best deals at any given moment, wherever they may be.
Stay tuned for the last part of this blog series discussing augmented reality best practice. Part III will address how to use augmented reality to increase social interactions and brand loyalty, as well as trigger customer feedback flow and communication.
Interested in adding a layer of augmented reality to your campaign? Contact us here.