14 Feb 2025
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Mike Boland
AWE Talks: Can AR Unlock Retail Media?
AWE EU 2024
Welcome back to AWE Talks, our series that revisits the best of AWE’s conference sessions. With a fresh batch of footage from AWE EU 2024, we have a treasure trove of on-stage insights to dive into.
We continue the action this week with the latest conquest for immersive marketing: retail media. Can in-aisle product marketing join virtual try-ons and other promotional formats that AR has already transformed?
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE’s YouTube Channel.
Speakers
Johan Walters, AR Producer, and XR Consultant
Speakers
Johan Walters, AR Producer, and XR Consultant
Key Takeaways & Analysis
– AR has already transformed several marketing formats such as virtual try-ons
– Its next move may be to converge with another emerging trend: retail media.
– As background, retail media involves brand marketing in and around store aisles.
– Advantages include placement in high-traffic and high-intent spaces.
– Retail media audiences are already in shopping mode, which boosts performance.
– The proximity to the point-of-sale also makes retail media highly actionable
– For all these reasons, not to mention additional revenue streams, retailers love it.
– Back to AR, it can elevate this already ascendant area with deeper interaction.
– For example, in-aisle AR activations can entertain and influence buying decisions.
– One exemplar is the Shoprite group, one of the largest retailers in South Africa
– It worked with brands it carries on its shelves to facilitate in-aisle AR campaigns.
– Results included up to 70 percent lifts in click-through rates over non-AR ads.
– Performance can be boosted even further when integrating first-party data.
– For example, using the retailer's CRM system, it can selectively target shoppers.
– This resulted in converting lapsed shoppers and an overall 287 percent ROI.
– But these results don't just happen... they require best practices in AR marketing.
– These include firm campaign goals, natural AR interactions, and an appetite for risk.
For more color, see the full video below...
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.
