The 21ste century is considered and known as the era of perpetual innovation. Indeed, the evolution of the world in which we live influences our way of life and consumption. New generations are evolving along with the different technologies that are born over time. And the last trend in title is other than the increased Reality.
But then, how does it work? And how will it allow us to change our consumption habits?
RA, what is it?
The RA, or augmented reality, consists of incruding fictitious objects by superimposing both images in order to make the scene as realistic as possible. She then uses artificial intelligence. It allows you to juxtapose the virtual and the real giving the illusion of a perfect image, almost real. It was also discovered by the general public in July 2016 through the developer Niantic, at the release of the Pokemon Go mobile game.
Augmented reality is now used in many areas such as art, education, and commerce. It allows everyone to project themselves into the future through a false, tactile or auditory perception, which will enable them to imagine in the present what their future might look like.
In 2018, China opened to the public its new and successful amusement park, VR East Valley of Science and Fantasy. He is the first in his class and alone is worth over $1.2 million. A technological breakthrough that does not go unnoticed and allows other countries to also become interested in this new kind of project.
Today, brands are increasingly focusing on augmented reality by allowing customers to see each other now with a product that is not yet theirs. It is then possible to try products that we have never seen. A new way to shop at home.
How has French consumption evolved?
For some time now, the French are not going out to shop anymore...There are too many people, it's noisy, and not all the desired items are always on the shelf. Indeed, it became more practical and obvious to go through Internet commerce. Containment also did not improve direct shopping in commerce, so Internet shopping became a habit.
This one was also favored by the fulgurant rise of the various applications and by the various social networks present on the web. We can find anything on the internet. It goes through clothes, as well as food, up to essentials of daily life such as hygiene products. Internet commerce became the guilty pleasure of the French and showed an evolutionary and changing consumption.
And that's what the brands understand. Sephora allows to test makeup directly on its application, Ikéa allows to furnish its different parts while staying at either, Adidas allows to try shoes remotely. Thanks to these different marketing uses of augmented reality, our relationship to today's consumption will still evolve. We will no longer need to go to shops to find the shoes that would go perfectly with our jeans or carpet that will undoubtedly laugh with our coffee table because we can do this directly from our sofa.
How and why will RA change our consumption habits?
Today, brands increasingly rely on augmented reality by offering a new way to shop at home. The French, however, are undecided. They're not gonna buy on a head start. We'll have to try the clothes, draw the plans of the future salon before the idea of even changing a piece of furniture comes to mind.
Thanks to augmented reality, the time we spent in our outfits and afternoon shopping will be used for other activities. While in France, there are few reality enthusiasts who are faced with shopping cravings in stores, Chinese, Australians and Japanese think that augmented reality improves customer experience virtually as much as physically. Increased reality will then affect our consumption habits by saving us energy, time, and especially money. We will no longer buy without being sure that we like it 100%.
This project is revolutionary in how to also choose its food items. Some applications also allow us today to scan products and know in real time the nutrients that it contains and are Nutri-score. Again, knowing the timing of our purchases whether or not the product in question is good for us, increased reality once again affects our consumption habits.