Etsy, Target, Nike and other companies successfully use AR, VR marketing


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After introducing augmented reality through its app where shoppers could virtually test out products ‘inside’ their own homes, e-commerce site Etsy launched augmented reality homes late last year. These digital homes allow shoppers to virtually step inside their doors and rummage through each of the perfectly designed rooms that are impressively decorated with select Etsy products that are, of course, available for purchase on the site.

Founded in 2005, Etsy has grown from annual revenue of $75 million in 2012 with a profit of $3 million to annual revenue of $1.72 billion and profit of $349 million. dollars in 2020, a 110% year-over-year increase. During that time, users grew from 9.3 million to 81.8 million, and sellers grew from just under 1 million to 4.1 million.

Etsy has always been a unique, one-of-a-kind e-commerce site because it primarily features independent artists and small businesses selling crafts, vintage items, and printable art, and many shoppers use the site. to make small purchases.

Enter the Etsy home

Created in collaboration with world-leading architectural visualization studio The Boundary, Etsy’s state-of-the-art home uses photorealistic renderings to scale and gives users the ability to navigate rooms by providing 360° visuals to that buyers get a realistic and close look at the products they want to buy.

Mainly intended for the marketing of the site’s welcome products, this technology is the best solution for a buyer who is actually in a store. Products inside each room include decorative items such as ornaments, picture frames, artwork, seasonal decorations, furniture, textiles, and lighting. Hovering over each item will display a pop-up containing product information and a link to add it to your online shopping cart.

Although this innovative use of augmented reality using a fake house and inviting users to enter is unique, it is not the first time that an e-commerce brand has used this technology to improve the shopping experience. buyer, and many other brands have also jumped on the AR and VR bandwagon.

Brands are flocking to augmented reality and virtual reality

Prior to introducing The Etsy House, Etsy built a VR app where shoppers could view art for sale virtually displayed on their own walls. Through this app, Etsy reported a 94% increase in searches for wall decor and art, a 63% increase in searches for paintings, and a 54% increase in searches for prints and illustrations.

Many other retailers have also used augmented reality and virtual reality to their advantage, either through their own virtual reality applications offering customers the opportunity to “try” their products before buying, or by using innovative augmented reality at the store. These brands include companies like IKEA, Target, L’Oreal, WatchBox, The Home Depot, Sephora, Amazon, BMW, Nike, Apple, Toms, Warby Parker, Anthropologie, and more.

Nike, for example, uses augmented reality and virtual reality in-store where customers can scan products to view information about them, including how they are made and the various stages of the supply chain. Similarly, shoe company Toms is using virtual reality in its stores to take customers to Peru to see where the shoes are made. Like Etsy, IKEA lets shoppers place items in their own homes through an AR app. WatchBox has an AR app that customers can try on its watches, and Warby Parker does the same for its glasses. L’Oréal and many other makeup brands allow customers to try on products through AR apps and filters in collaboration with Facebook.

BMW offers AR apps that allow users to virtually visit its showrooms and VR glasses that allow users to virtually drive the cars. Apple provides AR technology so users can see and “feel” new products in their own hands.

Additionally, augmented reality shopping apps aren’t the only ways retailers can use this kind of technology to their advantage. Magic mirrors (also known as smart displays or digital mirrors) can be placed in stores and customers can stand in front of them and virtually change clothes, hair, accessories, shoes and just about anything in store. ‘other. Stores like Topshop and Timberland are already on this trend.

Hardware retail store Lowe’s offers AR navigation. While not the most exciting use of augmented reality, it’s still a useful feature for customers. It helps them navigate a large store, quickly find what they’re looking for, and save time and effort. But if you want something a little more fun, AR gamification experiences are also growing in popularity. High-end clothing brand Burberry has cleverly launched an AR mobile racing game with the launch of its 2020 summer clothing collection.

As you can see, the possibilities for augmented reality and virtual reality in the retail world are endless.

Image credit: Etsy

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