With the acceleration of digitization, e-commerce has jumped 10% over the past five years. The momentum gained momentum during the global health crisis that forced companies to rethink their sales experience. With this increasingly connected shopping comes an observation: it is estimated that the time spent by a customer on a brand’s products has increased by + 70% thanks to augmented reality experiences compared to traditional activations. These figures have strongly prompted technology companies to reinvent their approach to offer end consumers more realistic experiences. Indeed, companies have set up new dynamics to respond to the issues of current e-commerce: standardized experiences, reduced consumer engagement, increased return rates. The try-on had its heyday but now seems obsolete. In-store experiences are highlighted stand-by and force companies to review their digital tools. Indeed, how to please a digital audience forced to buy from home? ? It is to answer this problem that Atomic Digital Design launched GenerARation.
2021: the era of digital transformation for retail and luxury brands
Today, there is a lack of sustainability in the fashion industry, which accounts for 10% of all human carbon emissions. 30% of global production ends up in incinerated landfills within 12-18 months. More and more customers want to reduce their purchases and turn to slow fashion. Companies in the sector must rethink their strategy to meet the expectations of their consumers.
In addition, with the evolution of our society towards a more pronounced digital reality, suggesting the emergence of the Metaverse (testing and learning phase). What will be the place of digital goods compared to physical goods? With this new issue, digital and AR fashion are making their place in the thinking of companies.
To appeal to consumers who are more and more connected, retail and luxury companies trust GenAration to develop augmented reality experiences as close as possible to reality. Thanks to the creation, storage and distribution of 3D content, GenARation meets the expectations of companies wishing to promote their product in a creative and innovative way. This new approach allows an increase of + 25% in conversion rate or even beyond and up to -40% of non-returned orders.
In 2020, Atomic Digital Design, specializing in the design of augmented reality experiences, created more than a hundred augmented digital productions for more than sixty international companies. Thanks to immersive and fun experiences on social networks such as Snapchat, Instagram and Facebook but also on the web via 8th Wall, the French company has stood out from the competition and attracted customers, who over time have become real partners. of co-creation. Today, GenARation allows this trend to continue to meet the needs of international brands.
An augmented reality shopping solution
GenARation is Atomic Digital’s new service that allows you to create, store and distribute branded items from the fashion and luxury sectors. This new solution has already been tested and especially approved by companies such as Adidas, Dior, Furla, Gucci, Longchamp, The North face and even Vans. There are three types of use:
– AR Social: promotion of articles via social networks such as Snapchat, Instagram or even Tik Tokau through experiences in auglentée reality (ex: filters / lenses, portals …)
– WebAR: In addition to the traditional photos, the articles are accessible on the e-commerce site in 3D version and augmented reality whether on the web or mobile version.
– Others: Skins worn by avatars in video games, digital outfits overlaid on real photos.
Thanks to this innovation, GenARation increases the engagement rate with the brand but also the conversion rate and the average basket in order to obtain better sales results.
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