Augmented Reality (AR) is the most accessible and fastest-evolving technology available to consumers, and its popularity is growing at an alarming rate.
According to a report by Statista, projections for 2023 value AR at more than $18 billion U.S. dollars.
And while there are many applications for AR, print may just be the most powerful of them all.
Consider this, for more than 20 years, new marketing channels have arrived, websites, email, search, affiliation, display, social networks, etc., all without replacing the catalog.
Why is this?
According to ARGO, it’s because the human brain loves print.
ARGO highlights a 2015 study by neuroscientists at Temple University in Pennsylvania that showed that paper advertising activates the part of the brain that assigns value and desire more intensely than digital media.
Increased activity that also indicates greater purchase intent.
In case you’re not familiar with how AR works in print, the printed catalog serves as the medium, and when the customer hovers his or her mobile device over the catalog, a live 3-dimensional view of a physical and real-world environment appears.
There are many AR applications available to achieve these effects. Specifically, The Dingley Press utilizes the Zapper Application to advance its augmented reality campaigns.
How Does Zapper Work?
- The consumer downloads the free AR app to their mobile device.
- They launch the app and scan the Zap Code then aim at entire page.
- The app unlocks the unique Zap Code.
- Information/interactive content is displayed to engage the consumer.
Ikea first used AR technology more than a decade ago to bring its furniture to life. Since that time, the quality of AR experiences in retail has improved drastically.
AR now supports more realistic 3D images, depth, motion tracking, occlusion, and placement of multiple objects within an environment. Retailers are using AR to improve online browsing and purchasing experiences — and they’re seeing results.
By offering additional editorial content like videos, games and experiences, users are staying engaged longer and developing a deeper relationship with the brand. This increases the likelihood of a sale and builds consumer loyalty.
Still not convinced?
ARGO gives you 14 reasons to incorporate AR into your next catalog:
- Turns all passive product, packaging, print, POS and marketing touchpoints into active digital channels for greater customer engagement.
- Genuinely improve the end user experience (not just technology for technology’s sake).
- Delivers better measurement and analysis of every aspect of the product and marketing mixing to drive greater efficiency and ROI through our data dashboard.
- See live results of how activity is performing
- No modification of the print itself
- Sublimate your products by staging them
- Improve product perception with additional editorial content (videos, models, etc.).
- Increase the creativity of your printed catalogs in augmented reality
- Integrate your catalogs into your multi-channel marketing strategies
- Create direct contact points
- Increase the memorization rate with a “wow” effect.
- Improve customer satisfaction by enhancing the shopping experience
- Establish a dialogue with your consumers (instant contact form)
- Promote your product references (gift games/contests, daily update of augmented reality content, etc.).
And in case you need one more reason, the U.S. Postal Service has, for several years now, given special postage discounts to catalogers who incorporate AR technology into their catalogs.
The Dingley Press can help you apply audio, video and photo imagery to your catalog pages to enhance your readers’ experience. You can also add call-to-action buttons to drive readers to your website, your social media pages or to call you directly.
Contact us, and we’ll help you get started.