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In 2021, the global size of the AR market is estimated to be around $59 billion.
It is expected that in 2024 Augmented Reality will continue to grow until it touches the threshold of 300 billion.
By 2023 it is estimated that there will be approximately 1.7 billion mobile AR users worldwide.
The technology and digitization of the world has come to change many industries. It is the case of LEGO, which has been able to boost its eCommerce with the use of Augmented Reality.
Augmented reality (AR) is a type of technology that allows virtual elements to be layered on top of real images. This type of technological tools offers interactive experiences to the user from a combination of the virtual and physical dimension, through digital devices such as smartphones.
Given that definition, an AR Insider study shows in the latest forecasts that in 2023 there will be approximately 1.7 billion mobile AR users worldwide, that is, more than double the number recorded in 2020.
Lego and its strategy in eCommerce in Augmented Reality
The growth of electronic commerce has been boosted in recent years, especially with the arrival of the Covid-19 pandemic and all the restrictions that kept us in our homes.
According to data from the Mexican Association of Online Sales (AMVO)the eCommerce, or electronic commerce in Mexico, generated 316 billion pesos in 2020, which represents nine percent of the total retail in the country. This suggests a growth of 81 percent compared to 2019 and in 2022 the upward trend is expected to continue while catering to a more demanding buyer with new technological tools.
Given this, one of the brands that currently recognizes the importance of electronic commerce is LEGO, which also joined the experiences that are provided to users with technology.
The toy brand has found a solution in augmented reality to show its consumers what its products would look like out of the box, For this reason, it has been implementing its LEGO Digital Box system since 2021, which is an AR tool that is found in different company stores.
Also, this mechanism is transferred to its eCommerce in different territories of Latin America to improve the user experience.
The iconic toy brand allows its users, through this tool, to scan the boxes of the products, so that the children and their parents can visualize in 3D the toys they are thinking of buying.
In this sense, it is intended to help customers in decision making, while providing more confidence to the consumer.
Let us remember that the advantages of this technology is that by means of a mobile device, a user could visualize in real size the dimensions and characteristics of the product that he wants to carry.
Given this, LEGO is not the only brand that is implementing AR in its marketing strategies. marketingWell, recently the sportswear firm Adidas joined forces with Snapchat and launched augmented reality glasses to spread its new Ozworld sneaker collection in Mexico.
As well, brands from different fields are looking for a way to integrate into the world of virtual reality through creative strategies, Pull & Bear is another example that has used advances in AR to create a new function in its app: a “fitting room”. virtual”.
In this sense, the consumer experience on-line It is not an exclusive challenge for these brands, since it is proven that today’s consumers would buy more often if it allowed them to experience the product on other technological platforms.
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