Augmented reality (AR) is undergoing a transformation from niche technology to potential trillion-dollar opportunity. Led by innovative sneaker and apparel brands, retailers today are finding creative uses for AR, showing new potential for the technology from marketing to the dressing room.
In June, Nike launched the SNKRS app to disrupt the traditional sneaker “drop” for its partnership with NYC restaurant group Momofuku. Scanning a Momofuku menu with the app launched the AR experience, which could also be triggered by special SNKRS posters outside restaurants. The app reveals an interactive 3D model of the new shoe, which users can then unlock for purchase.
The mobile-focused AR experiment reflects the growing role that mobile shopping is playing in Nike’s sales, versus physical stores. (The company also announced a partnership with Amazon in June, another ploy for online shoppers.) Location-based augmented reality can also provide a sense of excitement close to the feel of the in-store release.