MARKETING AFRICA MAL 18/17 mal 18:17 online - Page 15

Consumers are already in the online offline gap and therefore making their experiences on that front even easier will enhance product uptake. Networks like Snapchat are already giving the enhanced selfie experiences with augmented reality lenses, location based experiences and other functionalities attracting over 150 million daily users. Pokémon Go has enriched the mobile-gaming experience by adding entertainment to people’s everyday lives and became the most downloaded app of 2016 in the Apple App Store. Augmented Reality (AR) though still in its infancy stage in terms of solving customers’ problems, will bring the real online transformation. Businesses using periscope are currently providing virtual tours of stores and allowing customers to shop without having to sift through hundreds of tabs on sites. AR catalogues from furniture stores also allow customers to visualize furniture in different ‘‘Brands have already mastered digital maturity. Bringing the online and offline experience online would create a new age consumer whose needs of a mixed reality are met in one place. That’s what will revolutionize today’s consumer journey making it more seamless and much more convenient.’’ places before making a purchasing decision. Augmented reality will therefore enhance or solve consumer problems and enhance the consumer experience. Imagine visiting a store via periscope. You know, that you know, that you know, that the yellow flower pot sits right next to the isle with the window, but you have never physically been to the store. This kind of transformation does not need a radical business transformation but rather an online transformation and organizing the business around the consumer needs. Brands have already mastered digital maturity. Bringing the online and offline experience online would create a new age consumer whose needs of a mixed reality are met in one place. That’s what will revolutionize today’s consumer journey making it more seamless and much more convenient. Diana Obath is a seasoned Public Relations and Communications Specialist. You can commune with her on this or related issues via mail on: ObathD@gmail.com..