Technology is constantly evolving, and businesses today must adopt them to grow in their respective sectors. One such example of technology that companies are today looking up to is AR or Augmented Reality. AR technology uses different computer-generated sensors like GPS, Graphics, video, audio, etc., and enhances an individual’s perception of the real world at that particular moment.
Moreover, in an industry like FMCG, which is highly saturated and needs to stay updated with upcoming trends and changing consumer needs, AR can play a vital role. AR opens a wide array for FMCG to enhance consumer engagement, promotions and standing out from competitors.
Augmented Reality is not new when it comes to FMCG or Fast-Moving Consumer Goods Industry. Its been around a decade when companies started reaping the benefits of AR technology in this industry. Let’s look at some of the applications how AR is currently being used in this industry.
1. AR in Product Packaging
In an industry like FMCG, where companies face stiff competition and cannot differentiate highly in terms of pricing, product packaging plays a significant role in attracting consumers. In today’s technology-driven world, AR could be of real help when it comes to product packaging. AR can take your packaging to the next level by adding a digital layer to your physical packaging. It can help companies interact with consumers, deliver value-added content and add that human component to their packaging.
FMCG companies can use their packaging space to deliver different types of content like educational, entertaining, informative, etc., to add value and interact with their consumers. Not just this, with the use of AR, FMCG companies can even turn their boring packaging into an amazing experience. In 2011, Heinz Ketchup used AR for packaging in their Tomato Ketchup products allowing consumers to unlock “pop-out recipe booklets” on scanning Heinz products using the AR-based free app created by Blippar. Not just this, AR in the packaging of FMCG can also be used to deliver a powerful story and thus help in building a stronger bond with the consumers like it was done by the renowned Australian wine brand- 19 Crimes. The company uses an AR feature, “Living Labels”, in their wine packaging. When scanned through the phone, this feature tells stories of different infamous convicts convicted in the year 1990.