This is not the first time when I come across with an innovative digital solution from TaylorMade. Last time I wrote about their Twitter campaign and before that about a POS solution. They are planning to launch a not so regular print campaign for the new TaylorMade R1 driver (TaylorMade R1 driver will be available only from 1st February for $399).
This time they will add a special QR code to deliver a unique customer experience called augmented reality. In the retail industry it is not a new thing (e.g. IKEA), but in the golf industry it might be. This digital initiative is useful in for many reasons. Here I would like to highlight some of them. This advertising solution embraces two major trends: we are in the age of customer + customer centricity is more important than any other strategic imperative.
Customer experience is important because:
every time people interact with our product (in this case TaylorMade R1 driver), service, person or automated system (also our ads!), they judge how well the interaction helped them achieve their goals (e.g. get product information, contact info etc.), how much effort they had to invest in their interaction, and how much they enjoyed the interaction. At the end of the day it will effect our sales.
We all know how we read magazines. We are scanning pages until we find something interesting. In a regular print ad you cannot put all product details, but the most crucial ones that makes customers to believe in your goods. So we add in general, our website address in the hope they will come to our website to read more. Well, it demands really big interest to get over this hurdle.
To "revive" an augmented reality it also requires some extra effort (it is a significant drawback of the solution), but it bestows a very special experience that can positively influence customers perception about the product/service and their propensity to purchase.
So what is this? Augmented reality (AR) refers to the technology that offers a real-time view of one's immediate surroundings altered or enhanced by computer generated information. When users examine their environment through AR devices, they see information superimposed on the objects around them.
Many brands have already started to benefit from enhancing the world with augmented reality to offer what Blippar calls “wow experiences” and to bring useful information to their users in engaging and exciting ways. It generates actual value for users through new interactional initiatives that give users better rewards and user experiences. When used in a retail setting, shoppers have the opportunity to experience rich and informative content that comes to life through their smartphones or tablets, often facilitating or simplifying the purchasing process. It's also a way to help brick-and-mortar stores adapt to a world in which online shopping is making it more difficult for them to attract customers and make a profit.
If you’re considering development of an AR experience, it’s important to know that there are several platforms available, including.
- Layar
- Junaio
- Kishino
- Wikitude
Costs can vary wildly based on the level of customization, the available assets and the experience. Like a website or any other interactive development, much of the cost is in creating the content itself.
So let's check it out in Golf Digest!
***To download the R1 mobile app for iTunes, click here
***To download the R1 mobile app for Google Play click here