Augmented reality: how it impacts purchasing decisions

Discover how augmented reality is transforming the shopping experience and helping customers make safer, faster decisions.

Trying on clothes without leaving home. Visualizing furniture in the room before buying it. Seeing haircuts in real time before changing your look. These actions, which seemed futuristic just a few years ago, are now a reality thanks to technology. augmented reality (AR).

With it, brands have the opportunity to create immersive and interactive experiences that facilitate customer decision making, making the purchasing process more intuitive, informative and delightful.

In this article, you will understand what augmented reality is, how it works and why your company should consider this technology to boost sales and delight your consumers.

What is augmented reality?

THE augmented reality is a technology that combines elements of the physical world with virtual resources superimposed in real time, creating a hybrid experience.

To achieve this, resources such as smartphone cameras, mobile applications, location sensors (GPS) and software that process and display these graphic elements are used.

For example: by scanning a QR Code in a shop window, the user can view a 3D model of a product in their home, explore features or even make a purchase — all from their cell phone.

How does augmented reality work in the corporate environment?

For businesses, using AR typically involves three main elements:

• AR Software: platform or app that generates digital visualization;
• Physical markers: such as QR Codes or elements that activate interaction;
• Device with camera: usually the user's smartphone.

This combination allows the customer to interact with products in digital form, viewing options, sizes, colors and even testing features before purchasing.

How does augmented reality help customers make decisions?

AR is becoming a strategic tool in marketing and sales. See how it directly impacts the consumer journey:

• Real-time product interaction;
• Greater security before purchase, reducing returns;
• Personalizing the experience, adapting to the environment and the client’s profile;
• High engagement, with memorable experiences;
• Faster, more confident decision making.

Companies from a wide range of sectors are already exploring technology to create competitive advantages:

• Fashion and beauty: virtual fitting rooms for clothes, makeup and haircuts;
• Automotive: virtual tours with vehicle customization (e.g. Volvo S60);
• Construction and furniture: simulation of environments and decoration;
• Education: immersive learning experiences;
• Games: interaction between physical and digital reality in real time.

Real cases: campaigns with augmented reality

C&A – Virtual Fitting Room

With the AR campaign, C&A allowed users to digitally try on clothes before finalizing the purchase, encouraging conversion and reducing doubts in the decision-making process.

🎥 Watch the video below!

Volvo S60 – Virtual Showroom

Volvo created an augmented reality concept store to showcase the S60 model. The experience included an interactive tour, customization, digital customer service and checkout.

🎥 Check out the case!

Bet on immersive experiences

Augmented reality is more than a trend — it's a powerful solution for transform the relationship between brand and consumer, offering convenience, interactivity and security during the purchasing process.

If your company is looking for innovate, increase conversion and delight the public, investing in AR could be the competitive edge that was missing.

👉 Do you want to understand how to implement augmented reality in your business? Talk to follow55 experts and discover how to transform your project into a memorable experience.