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The significance of the Augmented Reality (AR) solutions are progressively increasing in order to make projects much more immersive for its target audiences. As an AR company, SENSAPE focuses on building innovative solutions to meet customer needs by collaborating with various brand agencies around the world since 2015.
In this article, you can find information regarding the AR solutions for brand experience and activation agencies along with the importance of AR marketing for brand agencies, key benefits of using AR in brand experiences, and implementation of the activations for immersive experiences.
What is Augmented Reality (AR)?
According to Zhang and Li (2023), AR refers to designing immersive experiences that maximize consumer engagement. AR bridges the gap between the real and virtual worlds, offering immersive experiences that engage consumers and encourage deeper engagement (Azuma et al., 2017).
AR experiences play a substantial role in encouraging loyalty to brands. The higher the engagement with AR experiences, the more likely consumers build an emotional connection with the brand, strengthening the significance of AR in delivering memorable consumer touchpoints (Odiase and Gloria Iyamu, 2024).
SENSAPE transforms brands into immersive brand experiences. Brands are able to seamlessly integrate their corporate design or key visuals into interactive applications that make their brand identity tangible on multiple levels through intelligent solutions powered by SENSAPE. By utilizing AR-powered interactions and multisensory elements, brands build a deep emotional connection with their target audience.
What Is Augmented Reality Marketing?
AR Marketing is described by Rauschnabel et al. (2022) as the strategic integration of AR experiences to accomplish marketing goals by generating value for the brand and its stakeholders along with society.
SENSAPE excels at delivering AR solutions to transform audience engagement for brands. We combine AR technology with marketing strategies to generate immersive, customized, and interactive brand experiences through various occasions such as fairs, events, sports organizations, and more.
Why AR Marketing Matters for Agencies?
AR marketing enables firms to broaden their perspective, resulting in game-changing concepts with more opportunities and resources. AR is a unique tool for agencies to create superior marketing campaigns, bringing increased numbers of sales and customers. This also deepens connections between the customer and the product (Zhang and Li, 2023).
The research by Zhang and Li (2023) through interviews with advertisers provides below essential insights:
• AR is a creative and innovative approach to engage with consumers.
• The execution of AR has an advantage over competitors by enhancing customer acquisition and sales.
• AR allows for more customized advertisements for the customer and enables consumers to create the precise appearance they desire.
• The engaging marketing through AR creates stronger connections with the customer. It allows the customer to feel connected with the product.
SENSAPE offers eye-catching AR activations, including interactive displays that attract people in their tracks. These immersive setups provide agencies with innovative tools to draw attention at different locations, such as retail stores, fairs, and events.
AR solutions powered by SENSAPE implement AI and AR-driven customization to personalize interactions to each user, encouraging enhanced engagement. This enables brand experience agencies to generate innovative campaigns that feel both memorable and relevant, which strengthens brand recall and customer loyalty.
AR for Immersive Activations
A study by Rao and Dawarwadikar (2020) indicates applications of AR in different industries, including retail, manufacturing, healthcare, tourism, and wellness. For instance, in-store augmented mirror installation offers users a virtual try-on catalog through a better customer journey in comparison to the physical model, leading to advanced customer satisfaction through a faster decision-making process for shopping (Bonetti et al., 2018).
On the other hand, the manual guide is converted into a step-by-step visual guide through an AR app for new employees. Simplified instructions lead to minimized errors and fewer training costs, along with higher productivity (Osborne and Mavers 2019). In the same way, Smart Guiding solution by SENSAPE advances event workflow by managing customer flows through digital queuing. You can visit our Smart Guiding page for more information regarding this solution: SENSAPE Smart Guiding
According to Rao and Dawarwadikar (2020), various applications of AR provide better visualizations over traditional methods, resulting in better decision making, cost savings for organizations, enhanced experiences for consumers, and many more. Immersive products provide an edge over the competition for businesses and enhance brand value, better stakeholder communication, and higher customer satisfaction (Rao and Dawarwadikar, 2020).
As an Augmented Reality company, SENSAPE also actively uses AR for immersive projects and activations with partner brand agencies in various industries such as fairs, events, and entertainment. Through these projects and immersive AR visuals, we deliver an experience that feels personal, magical, and shareable. In addition to this, as we merge the real and virtual world, users can enter interactive worlds to be part of them.
You can check our projects page to take a look at how we enrich immersive customer experiences: SENSAPE projects
What is Brand Experience?
Brakus et al. (2009) define brand experience as subjective and internal consumer responses, including sensations, feelings, cognitions, along with behavioral responses triggered by various brand touchpoints, such as design, identity, packaging, communications, and environments. It takes place when consumers look for, purchase, and consume brands.
By combining physical environments with digital visuals, SENSAPE allows storytelling for brands in unforgettable ways by collaborating with brand activation agencies through various AR solutions, including Allstars, Phantastic Portal. AR Games, WebAR, Virtual TryOn, and custom apps.
Key Benefits of Using AR in Brand Experiences
According to Brakus et al. (2009), brand experience influences consumer satisfaction, consumer loyalty (directly), and brand personality (indirectly). Brand experience also strengthens brand equity (Jeon and Yoo, 2021) and attracts consumer decision-making (Sohaib et al., 2023).
A study by Mitrović et al. (2024) takes AR into consideration as an interactive virtual experience that engages consumers in an immersive way in the brand’s world. The findings of this study indicate that implementing AR technology results in an enriched behavioral brand experience, which contributes to enhanced brand equity (Mitrović et al., 2024). It is considered an experiential marketing tool that generates value for consumers (Yuan et al., 2021).
The following findings by Ahmad and Ashfi (2024) indicate a positive correlation between AR in marketing, enhanced customer engagement, and brand experience:
• The interactive and immersive nature of AR experiences contributes to extended user engagement, attracting and sustaining audience attention.
• AR marketing boosts brand perception by allowing users to connect innovation and modernity through the integration of AR elements. The ability of AR to create memorable and shareable moments results in a favorable brand image.
• AR-integrated campaigns show a substantial increase in conversion rates. Users exposed to AR experiences are more likely to turn into customers, indicating that the interactive nature of AR positively affects purchasing decisions.
• AR campaigns generate more social media activity through the active sharing by users regarding the AR experiences. This sort of user-generated content both expands the reach of the campaigns and contributes to organic brand advocacy.
Thakkar et al. (2023) specifies the influences of AR on brand experiences as follows:
• AR can significantly affect brand recall and recognition through interactive and memorable experiences. Once consumers engage with AR-based marketing promotions, they tend to remember and relate the experience to the brand.
• Enhanced brand storytelling through AR, including dynamic animations, encourages meaningful connections, enhances consumer engagement, and builds a lasting recognition.
• Brands can use AR to offer digital product showcases, enabling consumers to view the actual product features. AR can also be used to display an inside view which builds transparency along with a trust.
• AR provides customized interactions, where consumers can personalize their experiences depending their needs and preferences, delivering a more focused and immersive brand journey. In addition, by implementing AR, brands can gain a competitive advantage, engage audiences and position themselves as pioneers in emerging technologies.
• AR in marketing generates unique opportunities for advancing consumer engagement through customized, interactive, and immersive experiences. It allows consumers to display products physically, decreases uncertainties, and affects evaluating and deciding on purchases, resulting in enhanced confidence and purchase intention.
SENSAPE provides interactive AR solutions that turn brand experiences into meaningful touchpoints. This interactivity not only enhances engagement but also boosts interaction time along with the emotional connection.
Through built-in photo and video features, SENSAPE’s systems foster audiences to share their AR experiences on social media which leads to expanded brand visibility far beyond the installation venue.
Applications of AR
The study by Javornik (2019) was conducted with the participation of 500 retail consumers across Europe and the results of the study highlighted that AR substantially improves consumer engagement through interactive and immersive experiences that boost both consumer satisfaction and participation.
Scholz and Smith (2017) carried out a research with 400 online shoppers and they found that consumers who interacted with AR displays felt more loyal to the brand, as the AR generates more memorable and customized shopping experience.
Bulearca and Tamarjan’s (2020) study of 10 case studies about automotive companies indicates that AR applications, including interactive automobile displays, substantially boosted both consumer engagement and purchase intent.
Rauschnabel et al. (2017) found that AR strengthens the emotional connection of consumers with brands, which is an essential factor in encouraging brand loyalty. Likewise, Heller et al. (2020) emphasized that AR experiences generate both interactive and immersive environments that build stronger customer-brand relationships, resulting in stronger loyalty. Businesses should prioritize adopting AR technology to strengthen their competitive edge and maintain consumer interest.
AR Solutions for Brand Agencies by SENSAPE
• SENSAPE Allstars: Allstars solution powered by SENSAPE is AR and AI driven interactive fan engagement tool that turns followers into supporters and real fans. Follower refers to who knows the brand and what it is doing; supporter has a high identification, spends time; and fan is fanatical about living in the brand's world. The amount of money spent is increasing from follower through fan. You can take a look on SENSAPE Allstars YouTube Playlist to know more about this application: SENSAPE Allstars
• SENSAPE Phantastic Portal: Phantastic Portal solution powered by SENSAPE through face elements, animations and branded AR worlds in 3D design generate fun and user-generated content. Our AI can recognize defined personas and respond to them individually. You can take a look on SENSAPE Phantastic Portal YouTube Playlist to know more about this application: SENSAPE Phantastic Portal
• SENSAPE AR Games: AR Games solution powered by SENSAPE brings the brand to life with immersive experiences. With AR, brand messages merge with the real world to create playful interactions that stick in people's minds. You can take a look on SENSAPE AR Games YouTube Playlist to know more about this application: SENSAPE AR Games
• SENSAPE WebAR: WebAR solution powered by SENSAPE provides extraordinary AR experiences by transforming smartphones into AR portals, allowing customized videos and empowering brand engagement through innovation. You can take a look on SENSAPE WebAR YouTube Playlist to know more about this application: SENSAPE WebAR
• SENSAPE Virtual TryOn: Virtual TryOn solution powered by SENSAPE enhances shopping experience by allowing users to virtually try on the products and enable users make more confident buying decisions in a fun way. You can take a look on SENSAPE TryOn YouTube Playlist to know more about this application: SENSAPE Virtual TryOn
Let's make your brand engagement even more immersive and drive conversions through an AR project!
Contact SENSAPE:
hello@sensape.com
+49 341 - 392 98 552
References
Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of business research, 142, 1140-1150.
Rao, M., & Dawarwadikar, M. (2020). Immersive visualizations using augmented reality and virtual reality. In Encyclopedia of Computer Graphics and Games (pp. 932-938). Cham: Springer International Publishing.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3), 52-68.
Jeon, H. M. & Yoo, S. R. (2021). The relationship between brand experience and consumer-based brand equity in grocerants. Service Business, 15(2), 369-389.
Sohaib, M., Mlynarski J., & Wu, R. (2023). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement-A Case Study of Customers' Perception of the Apple Brand in China. Sustainability, 15(1), 746.
Yuan, C., Wang, S., Yu, X., Kim, K. H., & Moon, H. (2021). The influence of flow experience in the augmented reality context on psychological ownership. International Journal of Advertising, 40(6), 922-944.
Mitrović, K., Spajić, J., Milić, B., Bošković, D., & Lalić, D. (2024). Rebranded Reality: How AR Brand Experience impacts Brand Equity. Tehnički vjesnik, 31(5), 1438-1447.
Ahmad, A. J., & Ashfi, S. A. (2024). Augmented Reality in Marketing: Enhancing Customer Engagement and Brand Experience.
Thakkar, K. Y., Joshi, B. B., & Kachhela, P. P. (2023). Consumer engagement with augmented reality (AR) in marketing: Exploring the use of ar technology in marketing campaigns and its impact on consumer engagement, brand experiences, and purchase decisions. Journal of Management Research and Analysis, 10(2), 99-105.
Bulearca, M., & Tamarjan, D. (2020). Augmented reality: A sustainable technology for the future of advertising. International Journal of Interactive Mobile Technologies, 14(3), 20-30.
Heller, L. R., Dellaert, B. G. C., & Verlegh, P. W. J. (2020). Consumer engagement with augmented reality: A review and future research directions. Journal of Business Research, 116, 1-14.
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2017). Augmented reality marketing: How mobile AR apps can improve brands’ image and customer experience. Journal of Retailing and Consumer Services, 34, 102-113.
Javornik, A. (2019). Augmented reality in marketing: A review of the literature and implications for the future. Journal of Marketing Management, 35(5-6), 423-439.
Odiase, B. O., & Gloria Iyamu, O. (2024). Revolutionizing Experiential Marketing: Augmented Reality in Marketing, Consumer Engagement and Brand Loyalty. UJM: Uniben Journal of Marketing, 3(3), 122-143.
Azuma, R. T., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2017). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34–47
