Optimizing Pinterest with a Dose of Augmented Reality
Inspirational social media platform Pinterest recently announced its Augmented reality (AR) feature called Try-On for Home Decor, enabling users to superimpose over 20,000 items (e.g., home fixtures, furniture, and decor) in real-world environments.
Through the app, users can access the detailed visual digital media elements of AR using the convenience of their mobile cameras through Pinterest’s Lens, an advanced visual search tool.
Try-On for Home Decor follows Pinterest’s previous initiatives in the AR world, where the platform collaborated with big names in the cosmetic industry, such as L’Oreal and Neutrogena, where users could sample lipstick shades to match natural skin tones.
The Try-on for Home Decor could draw a more significant crowd response than previous projects since Pinterest primarily serves as a virtual mood board for enthusiastic home decorators, featuring over 80,000 shoppable home decor pins (compared to 14,000 beauty pins).
Pinterest’s latest feature release follows recent marketing trends and innovations focused on the rising popularity of AR/VR solutions that could serve as an effective addition to a standard marketing toolkit.
The Power of AR Marketing
AR provides customers with an immersive shopping process across in-store and home-based experiences. The creative technology enables shoppers to enjoy a realistic version of a product or service from any location by adding digital media elements to a mobile device's camera.
Many big brands have turned to AR technology as a means of engaging modern customers and directing them to significant selling points.
For example, camera company Snap released its City Painter AR tool, enabling users to decorate buildings with their mobile cameras virtually. The company combined various technologies (360-degree images, community snaps, and diverse data sources) to achieve user engagement and response.
Similarly, IKEA offers the Place app where users can virtually place and position furniture through AR technology, enabling customers to scale and place products based on real-world measurements. Such immersive, accurate, personalized buyer experiences provide a better idea of a brand’s offering, aligning expectations with reality as customers finally receive a product.
Optimize Marketing Strategies with Augmented Reality
Market research values the AR market at over $30 billion, with over 810 million active mobile users, and shows no signs of slowing down in the next few years. Including AR in a marketing stack can help brands connect better with their customers, with 66% of people interested in using AR for support when shopping.
AR enables brands to keep up with the rapidly changing needs and desires of customers through the convenience of personal mobile devices.
Essentially, customers can experience a product or service without businesses having to manage an inventory for a large number of samples or logistic considerations. Additionally, customers will have immediate access to a wide range of product variations (i.e., digital media elements that include color, size, and type) without hassle through a tap, swipe, or push of a button.
At Fifth and Cor, we provide brands with the latest marketing strategies and innovation to engage and retain their most valuable customers. Through a systematic and guided approach toward augmented reality, we will support companies in creating the best marketing decisions, positioning their products and services across multiple channels for ideal outcomes.
Learn how Fifth & Cor can implement an innovative marketing strategy for your brand today!