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What is augmented reality?
Augmented reality (AR) is a technology that merges the physical world with digital information and virtual objects. AR makes it possible to insert computer-generated elements such as 3D models, text, graphics or audio content into a user’s real-life environment in real time. This is often achieved using AR-enabled devices such as smartphones, tablets, computer glasses or headsets.
AR can be used along the entire customer journey with different focus points. The technology arouses curiosity and a desire for interaction. The added value for the user is always important, whether as support in the use of the respective product or as an informative or playful secondary use of the packaging.
What are the benefits of augmented reality in terms of packaging?
Interactive product information
Augmented reality enables consumers to obtain additional information about a product by simply pointing their smartphone or tablet at the packaging. This can include product descriptions, instructions for use, nutritional information or customer reviews. These interactive elements improve the consumer experience and can influence purchase decisions.
Safety and authenticity
In some industries, such as the pharmaceutical or food industries, the authenticity and safety of products is paramount. AR can help detect counterfeit products by allowing consumers to verify the authenticity of products by scanning the packaging.
Augmented reality enables companies to deliver virtual product demonstrations on the packaging. This is particularly useful for complex products or for those that are difficult to explain. Consumers can see the product in action before they buy it, which strengthens confidence in the purchase decision.
Brand loyalty and experience
By integrating AR into packaging, brands can create a unique and engaging brand experience. You can create 3D animations, games or stories that interact directly with the product and brand. This promotes brand loyalty and enables consumers to forge a deeper connection with the brand.
Augmented reality can help promote environmental awareness by making packaging more efficient. Companies can provide virtual recycling guidance or point out sustainable production methods which in turn educate consumers about the environmental impacts of their products.
Market research and data analysis
AR enables organisations to collect valuable data about consumer behaviour. You can track which parts of the packaging are scanned more frequently and what information is most interesting for consumers. This information can be incorporated into product development and marketing strategies.
What advantages does augmented reality offer?
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