7 Applications of AR in FMCG
July 22, 2021
FMCG stands for fast-moving consumer goods. They’re the high turnover items meant to be sold quickly and relatively affordably. These include items like beverages, cosmetics, candy, other packaged food and over-the-counter drugs.
Shelf space is valuable and inventory is expected to be replaced by the next arriving shipment. So, companies are relying more and more on marketers to help their product fly out the door more efficiently.
However, it’s easier said than done to make a new or existing product stand out among the pack. Thus, marketers have been turning more to innovative and creative means to connect with potential customers.
How Marketers Use Augmented Reality to Promote FMCG
Augmented Reality has skyrocketed as a method to capture the consumer’s attention, and when done well, their imagination. Here are 7 applications for AR to promote FMCG, including some really cool examples of successful campaigns.
1 - Making the Brand’s Logo More Memorable
The challenge marketers always ponder is how they can stand out to a customer scanning the grocery aisle with no built-in brand loyalty, and be the one they choose out of the dozens available.
One solution is to offer an Augmented Reality experience to the customer that embeds their brand’s logo in their memory. Good impressions result in a foundation of good-will toward that brand and loyalty toward that choice.
This is accomplished with AR when the QR code on the packaging stands out. Once the customer scans it, it appears as a link to open and the AR experience will conveniently begin in their browser. AR used to require a separate app to download, but now it’s instantaneous. Mobile AR gives the customer both an easy, fun, and spontaneous experience while interacting with the product.
In the case of Shocker IPA, the customer points their camera at the logo of a man being struck by lightning on the can. It comes alive with CGI animation seamlessly into the environment. This extra marketing effort helps the customer identify that logo every time they cruise down the beverage aisle.
2 - Try On the Product Before Buying
For FMCG in the style space, a barrier is always the customer’s uncertainty they won’t “look good” wearing the product. A cosmetics company, for example, can offer an AR experience to help customers get an idea of how their products would look on them. This “virtual ty-on” alleviates uncertainty and leads to more purchases.
Here is an example of a customer trying on different pairs of virtual sunglasses. This AR technology uses the user’s selfie mode and digitally places the product on their face. The consumer can even move their face around to view themselves at different angles, and the product will move along with them as if actually on their face.
3 - Give the Customer a Reason to Promote the Product for Them
People who use social media like to share things they find cool. By providing a fun, engaging AR experience with a “sharing” component, customers can easily spread brand visibility with digital “word of mouth.”
Golden Road Brewery based in Los Angeles timed a campaign to the Los Angeles Dodgers winning the World Series with a celebratory photo opportunity. Once starting the experience, the user sees their own face with a virtual Dodgers cap and themed Golden Road beer can. An animation of confetti rains around them and they can snap a selfie to share on social media. They cleverly capitalized on people wanting to celebrate their champs. This campaign engaged them in a creative way that also promoted their brand.
4 - Persuade Consumers Outside of Stores
A QR code that turns into AR can be placed just about anywhere, including a wall alongside a city street for pedestrians to see.
In the case of Bon V!v Spiked Seltzer, a customer sees the giant refreshing cans advertised on a wall. They scan the QR code and watch as a virtual vending machine appears before their eyes on their phone screen.
Using innovative AR, this method would potentially put the customers in the mood to buy the product, particularly if they use this AR on a hot day. The AR even includes a map of where they can buy the product nearby, and that gets that FMCG inventory moving. This would also accomplish more memorable brand recognition.
5 - Reward Existing Customers
Even a well-established brand can benefit from engaging their customers in new, creative ways. A customer already familiar with a brand will get the impression that a fun, rewarding AR experience is an extra perk or benefit to buying your product.
Kinder’s “Jump Into Africa” portal experience gave lovers of their candy a virtual portal into an African savannah to interact with adorable animated animals. The good feelings inspired by this AR builds loyalty and pays long-term dividends in company-customer relationships.
6 - Sponsorship
Brands sponsor events all the time, like putting their logo on athletes, racecars, or serving their product exclusively at a big event. AR could provide a virtual exhibit in one of these big events. Or even partner with a big event, such as sports, to draw fans into interacting with the product.
AR has advanced to the point of being able to allow users to play games instantaneously without downloading an app first. So, there is only growing opportunity with this method.
7 - Advertise and Increase Outreach Through Social Media
People learn about products through their friends, influencers, and other social media avenues with helpful algorithms to help brands connect with new customers. To avoid social media users scrolling past the ad, it’s important to catch the eye in an unexpected way.
An AR experience accomplishes this by providing something fun to the consumer, such as giving the option to place your product wherever they choose.
Mobile Augmented Reality Solution Providers
Are you promoting FMCG products and looking to elevate your marketing game? Learn more about Augmented Reality marketing at our blog.