Since the rise of Snapchat , more and more brands are trying to find new ways to use the technology to market their products. As a marketer by trade, it was definitely need for some creative freedom because of the lack of visibility into traditional measuring tools or engagement.
To get a better understanding of how this channel works, we can take a look at YouCam, a virtual tool using the same filter technology for users to try on makeup to help influence customer purchasing behavior.
This is of particular interest to me for two reasons. One, I've launched a beauty/tech company, and two, the beauty industry has seen one of the biggest spikes of augmented reality uses to influence customers behavior. Brands such as L'Oreal and Covergirl are leveraging the technology to allow users to virtually try-on their products - and fashion is sure to follow very soon.
YouCam Makeup recently reached 160M downloads worldwide for an app that lets users try on real products (in real hues) from various popular brands such as Elizabeth Arden and Laura Geller from their mobile device.
Another industry using mobile AR is theater ticketing. Rukkus, aims to enhance ticket-buying by providing an interactive, panoramic view of each seat before buying.
Founder and CEO of YouCam Makeup, Alice Chang, shared that when they first launched in 2014 there was an influx of brands offering the enhanced feature of make-up trials, but no one was selling directly from their platforms.
She told me that their,"mission has been to use augmented reality to let users apply real branded products." YouCam Makeup, like a similar company, FashionTap is aiming to generate revenue by sales through their platforms.
Currently, 1 in 5 millennials are choosing to engage on their mobile devices vs. desktops. Chang shares that their partner brands are looking to them for the technology and the audience, versus trying to build it themselves.
She notes that their partner brands have been happy with the results they've seen by partnering with the app. "Brands can virtualize their products to feature them in the app as well as use it in consultation mode on tablets in their physical stores."
This is important to remember as brands continue to think of creative ways to leverage technology to enhance their customers shopping experience that simplicity is key.
Now, the question is how is this technology evolving? Chang says, "the current company focus is on how [they] can deliver an even more individual experience with ultra-personalized make-up recommendations based on face shape, eye shape and complexion."
Chang argues that this is already a success for brands, ultimately, this is a platform that every brand, no matter the industry, should start to think more creatively. The e-commerce world is changing quickly!