5 FMCG companies who used AR to improve their ROI

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Since its creation, augmented reality (AR) technology has only grown in its scope and capabilities. According to the latest ABI Research report, the AR market is poised to reach over $175 billion in revenue by 2026. This growth is due to the tech industry continuing to create and innovate AR software, hardware, and various services.

Given the sheer number of advancements in the field, more industries are adopting it as an everyday tool. Tech writer Daniel Ling cites how it’s entered the gaming industry, with popular titles such as Pokémon Go and Wizards Unite. AR technology has also bled into the healthcare sector, making it easier for doctors to perform complex surgical procedures. The AR program ProjectDR, for example, allows healthcare professionals to “see” the inside of their patient’s bodies by projecting diagnostic images into their skin.

The same advancements have also allowed AR technology to extend to different hardware platforms. Though they’re most commonly found in smart glasses and smartphones. This raises the question: Which hardware is better for AR programs? Here, let’s compare two of the most popular AR delivery devices: smartphones and head-mounted displays.

Smartphones

Price

Depends on the device that you use. Flagship smartphones cost upwards of $700, while mid-range phones cost around $400 to $700.

Situation (Ideal use-cases)

Smartphones, as well as tablets, are best used for gaming and decent quality AR experiences. Smartphones are also more common among the population, so people are more likely to use them to access AR programs. Individuals and businesses who want to leverage AR technology simply need to download mobile AR software.

Detailed experience

Smartphones are manufactured with widely-used operating systems, making it easier for software developers to create programs for them. Researchers from Brown University even managed to develop an application that allows users to superimpose virtual images over the physical world. It’s a great tool for artists and interior designers.

However, smartphones and tablets do not have the 360° view that smart glasses provide. Their capabilities are limited by the size of their screen. This can prevent users from fully appreciating an AR program’s potential. In addition, they’re also more likely to require hands-on navigation. This makes AR programs less immersive and even more intrusive when it comes to doing work.

Head-mounted displays

Head-mounted displays or smart glasses fall around the same price points. For monocular head-mounted displays such as the Vuzix M300 and the Lumus Sleek, the price is around $900 per pair. On the other hand, binocular head-mounted displays such as the Epson Moverio, the ODG R-9, and the Sony SED-E1 are also mostly priced at around $1000.

Situation (Ideal use-cases)

Both monocular and binocular head-mounted displays are best used in mission-critical enterprise applications. Surgeons, for example, can operate on a patient while keeping track of their vitals using monocular head-mounted displays. This is because the augmented information is mostly located out of the user’s line of sight and only appears on one display panel, which means that they can also focus on another task at hand.

Binocular head-mounted displays also work similarly, where information is just located slightly out of the user’s line of sight. However, binocular head-mounted displays display information on both display panels and some need to be tethered to a smartphone to work.

Detailed experience

Head-mounted displays are, in essence, wearable devices. This allows for greater mobility, allowing users to work more efficiently. MarketScale even introduces the potential for hands-free smart glass navigation, with built-in headphones and microphones. Smart glasses also provide a wide view of the user’s surroundings, increasing the immersion of AR programs and ensuring that the user gets a complete picture of what is projected.

However, smart glasses are a relatively new device. First introduced to the public market in 2014, head-mounted displays still face plenty of challenges that bar them from mainstream usage. For instance, manufacturers are still struggling to fit AR programs in a lightweight model. AR programs require robust processing capabilities, which translates to a need for sizable hardware. However, manufacturers cannot produce a product that is not convenient to wear as that defeats the purpose of smart glasses. What’s more, both head-mounted displays are also not as commonly used as smartphones. Thus, individuals or businesses may have difficulty acquiring it. Moreover, smart glasses tend to be more expensive, given their current novelty.

The Verdict

At the end of the day, the choice between smartphones and head-mounted displays (or smart glasses) depends on the individual or the organization’s specific needs. For example, surgeons will likely benefit more from smart glasses because the tools keep their hands free even while they’re executing complicated medical surgeries. Meanwhile, smartphones are better suited for digital marketers who need to build an AR-based marketing strategy. This is because consumers are more likely to own a smartphone than a pair of smart glasses.

One thing is clear: AR technology is revealing a new aspect of the virtual sphere that not only boosts personal convenience and productivity. Aayushi Shrivastava from WOWSOME also reveals that it could pave the way to a more sustainable future. AR has the potential to reduce the world’s collective carbon footprint by providing new ways for people to work and live their lives. This only goes to show how much potential AR technology has as an everyday tool.

5. Mondelez’s AR-enabled Amazon exclusive Dairy Milk Silk

Cadbury Silk, Mondelez’s brand, got a new campaign this year. Cadbury created brought innovation in gifting experience by using Augmented Reality. They rolled out an AR-enabled gift box through the e-commerce giant Amazon. A person could order the limited edition boxset containing 2 Cadbury Dairy Milk Silk (250 gms) for someone, and the giftee could experience the gift virtually on their phones. They could also receive a personalised message through the app.

Silk as a brand is positioned as something to be shared with your loved ones. They went further with their positioning using the AR technology.

So you have seen how these five companies are encashing on the Augmented Reality. There could be innumerable other possibilities where you could use the technology in your company and reach out to customers or increase your ROI.

So what do you think about using AR in your industry? To know more, please fill the form, and we’ll get in touch with you.

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Serena Bonet

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