Today over half of UK consumers use a smartphone and 20%use a tablet, a figure that has quadrupled in the last year alone.
The rapid increases in mobile adoption and internet usage have propelled mobile commerce forward as the fastest growing retail sector in the UK, and augmented reality is increasing becoming part of this.
This article investigates the emerging trend of augmented reality in mobile commerce strategies, and how major brands are using it in a variety of ways to drive sales.
Mobile commerce continues to be the fastest growing retail sector in the UK. As retailers start answering to emerging trends in consumer m-commerce behaviour, augmented reality is increasing proving to be an effective tool for capturing sales.
‘Brands are turning to AR because it puts mobile where it belongs, right at the heart of the marketing mix. Offline aspects of a brand’s marketing mix are now online and shortening the gap between customer engagement and their ability to purchase via their handset;’ Tamara Roukaerts, Head of Marketing (UK & EMEA), Aurasma.
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