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What exactly is “Augmented Reality in Product Packaging” or AR Packaging?
Augmented reality technology is used in product packaging to layer valuable information or interactive experiences onto real-world packaging. Consumers can explore various kinds of experiences, like 3D views, gamified content, virtual try-ons, detailed information, tutorial videos, etc., by just scanning a QR code on the package. This technology not only enhances customer engagement but also enhances brand awareness and brand value.
Benefits of using Augmented Reality on Product Packaging
1. Increase customer engagement: In today’s competitive market, it is vital for the brands to engage with their users and customers. This will help them boost customer loyalty and thus boost sales. Thus, interacting with their customers by using innovative marketing strategies is crucial for brands, and augmented reality campaigns are one of the latest marketing strategies in the game. With AR campaigns, brands can amplify their brand awareness and brand memory with increased customer engagement. Augmented reality elements can turn boring product packaging into memorable brand stories through games or interactive shopping assistants, capturing attention in ways traditional labels cannot.
2. Elevate product transparency and education: By utilising AR, brands can show valuable information in an interesting and captivating manner with transparency toward their customers. There are multiple ideas that brands can employ to showcase this information with AR packaging, like digital overlays with tutorial videos, source information, guidance, recipes, manuals, nutrients and allergens in case of food items, interactive games and animated brand stories, etc., which help consumers make informed choices while engaging them beautifully.
3. Increase accessibility and inclusiveness: With AR packaging, it becomes much easier for those consumers and customers who want to understand and visualise a product in real time but cannot visit the stores to see the actual products they want to buy due to various reasons. With AR experiences of the products integrated on the packaging, these users can experience the products in augmented reality, giving them an elevated product buying experience.
4. Increased Brand Awareness and Social Sharing: AR experiences through product packaging are enjoyable and provide consumers with an enhanced experience. It gives additional comprehensiveness to the omni-channel marketing campaigns for the brands. The brands can share the same AR experience on all their channels and touch points with their customers. By giving users interactive, memorable content like augmented reality campaigns, brands encourage social sharing, which amplifies brand visibility and loyalty.
Challenges and Considerations in AR Packaging
While AR packaging has countless benefits on the other side, there are some challenges that brands need to address:
Cost and development: It’s quite expensive to integrate augmented reality directly; it requires investment in software, app developments, and UI/UX. For small or new businesses, balancing the initial costs with expected benefits is essential.
Device Compatibility: AR experiences need to be accessible on every device, ensuring a seamless experience for users regardless of their technology preferences.
User Education: Not all consumers are educated with AR, so brands should provide direct instructions on how to access the AR content.
Connectivity: AR experiences need stable internet connections and compatible smartphones to deliver AR experiences effectively, which may limit accessibility for all users.
Conclusion
AR packaging is the strategy that brands leverage to create a brand image and increase their brand value. Brands like Coca-Cola, Toyota, and Maggi Noodles have demonstrated the potential of AR to engage, educate, and build loyalty among their consumers, which also engages customer engagement, brand awareness, and purchase intent.
By leveraging these interactive experiences, brands can easily achieve brand recall and increased conversion rates. Thridify is a new-age 3D visual commerce software that is easily integrated with any e-commerce website built on any platform like Shopify, Woocommerce, WixCommerce or custom websites, which can help brands to stand out in today’s over-competitive market. Thridify enables any brand or product selling company to showcase their AR campaign anywhere with omnichannel marketing links, QR codes, and also on their websites. Embrace the future of AR packaging, AR visualisation of their products, and AR campaigns with Thridify and connect with customers in a way that’s engaging, immersive, and unforgettable.
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