Opportunity
A 2018 review by USPS found that adding AR to direct mail campaigns lifted response rates from 2-3% to 35%. Companies are finding that targeted, personalized direct mail is a great way to launch engaging, highly responsive augmented reality (AR) and WebAR experiences for customers.
Businesses always need fresh ways to build brand awareness and engage customers. Orpington Omni Media makes it easy to create engaging AR and interactive print campaigns in as little as 60 seconds and reach shoppers in a whole new way. QR codes and Personal URLs (PURLs) printed on direct mail pieces use smartphone technology and customer data to change the user experience. Businesses can reach shoppers with animation, video and 3D models for richer, more interactive shopping that helps the brand stick. A NielsenIQ survey found that 56% of shoppers feel AR gives them more confidence in the quality of a product, and 61% said they prefer to shop with retailers that offer AR experiences.
Solution
Printed direct mail has long been a proven winner for businesses, small local ones in particular, as a way to build loyal and responsive customers. One of its advantages is that every piece can be personalized with customer data through a printing method called variable data printing. According to Small Business Trends, 70% of consumers surveyed said direct mail feels more personal than online interactions, and 62% of those who responded to direct mail in the three months before the survey also made a purchase.
AR takes direct mail to another level. It lets a business keep its message consistent, starting on the printed page and moving the customer through an engaging, interactive journey. Memorable WebAR experiences guide customers straight to e-commerce sites, web pages and landing pages. USPS also found that consumers were 135% more likely to buy a product they saw through AR than one they saw in a traditional advertisement.
Result
Consumers increasingly expect businesses to offer engaging AR experiences that make shopping decisions easier. A flat 2D image no longer cuts it for them. They want to “try things on” or see how a sofa or table will look in their home. Businesses that bring direct mail and AR together in an omnichannel approach can expect higher conversions and sales, more cross-selling opportunities, fewer product returns and deeper connections with customers.
AR is no longer just for big companies like IKEA or Nike. It’s now within reach of businesses of all sizes, who can put its advantages to work. With direct mail, companies can share interactive AR content that brings marketing to life and bridges the gap to the digital world, in a way a customer won’t forget. Orpington Omni Media has made it easier to combine augmented reality with printed pieces and get them into a customer’s home, and easy for businesses to adopt.
About Orpington Omni Media
Orpington Omni Media is a low-cost augmented reality (AR) marketing platform that supports both App AR & WebAR (no apps required).
It’s built to be easy to use. Upload your artwork and the matching video or 3D, then set measurable calls to action for each campaign. Campaigns can be set up and live in around 90 seconds, whatever your technical experience, and backend campaign reporting happens in real time.