How Adidas Leverages In-App AR to Double Purchase Intent

Site & eCommerce
Advertising
April 19, 2022
Apparel

Key Takeaways

Fashion and furniture brands tap into augmented reality (AR) in attempts to drive conversions:

Consumer adoption

  • More than 90% of Americans already have or consider using AR.
  • 98% of those who tried either AR or interacted with 3D content say it helped them make a purchase decision.

Results for retailers

  • AR and 3D content reportedly increase conversion rate by 94%.
  • Brands that leverage AR are perceived as “innovative” by shoppers.

Adidas execution

  • Adidas added AR technology to its app in 2019.
  • As of April 2022, 30% of their shoe product line has AR tech added.
  • The brand noted a 2x increase in purchase intent for shoe models that have virtual try ons.

In recent years many brands tried experimenting with AR technology. These experiments range from interactive games (Pokemon Go), kids’ games (Kinder), virtual try ons for clothing (Adidas), beauty (L’Oreal), and furniture brands (Ikea). Consumers proved to be very welcoming of these novelties and the research suggests that 43% of those who use their smartphones to shop expect all beauty brands to use VR (source). Adidas is one of the brands that fully embraced and integrated AR into its shopping experience.

Consumers are very welcoming to augmented reality (AR) technology, and almost everyone who tried it found it to be helpful when making a purchase decision. >90% of Americans currently use of would consider using AR for shopping . 98% of those who used AR for shopping found it helpful.

On the other side, brands who tested AR technology also signal positive outcomes — Shopify states that brands who leverage 3D content or AR saw a 94% increase in conversion rates. 27% increase in conversations on retailer websites driven by 3D content. 94% increase in conversion rate for products that feature AR or 3D content.

Adidas first introduced AR in its shopping iOS app back in 2019. Three years later, users can virtually try on 30% of the brand’s assortment.

In order to virtually try on the sneakers, a user needs to install an Adidas mobile app and find products marked with an AR icon.

With the democratization of AR tech, Adidas was able to apply it to over 1,500+ models of their shoes, which reportedly increase purchase intention 2X. >1,500 Models deployed since launch (2019). 2X increase in purchase intent.

While the virtual shoes give shoppers an idea of how a style might fit them, customers are likely to experience a few bugs when they move their feet.

In addition, to increasing purchase intent, AR technology drives brand image. Consumers say AR is the most likely technology to make consumers think a brand is innovative.

Source

Adidas is not the only shoe brand that ventured into AR. Four out of the five biggest sneaker apps have virtual try ons.

AR tech is still in its infancy however it’s showing positive results for early adopters. These brands (while being still gimmicky) are getting a headstart to when it becomes a norm.

  • Drive purchase intent - Consumers are willing to engage with AR and claim that it helps them to make purchase decisions.
  • Build an innovative brand image - AR is the most powerful tech when it comes to driving an “innovative” brand attribute.
  • Get a head start - Brands that invest in AR today will be better positioned to compete in the future.

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