BOCA RATON, Fla.—For retailers wondering what the phenomenon of the augmented-reality app “Pokemon Go” means to them, at least one mobile-technology provider says the effect will eventually be huge.
Probably the biggest achievement is enticing a large consumer base to engage with augmented reality (AR), according to Margie Kupfer, vice president of marketing for 3Cinteractive (3C). More than 60% of U.S. users who downloaded the app are using it daily, surpassing leading apps such as WhatsApp, Instagram and Snapchat, 3C officials said.
Such numbers have led Kupfer to make several assumptions and predictions ...
"Pokemon Go" is bringing the concept of augmented reality (AR) to the mainstream world in a big way, educating consumers and paving the way for sophisticated marketing opportunities.
The app shows how mobile closes the gap between digital and physical worlds. Brands can transform shopping for consumers by adding a digital interactive layer to their physical experience.
The game is driving traffic to stores and locations users otherwise wouldn’t visit. Brands can become location sponsors by paying a fee to turn their locations into “portals,” drawing extra foot traffic.
Whether it’s through personalized offers and rewards, location-based notifications or chat-with-an-associate capabilities, mobile facilitates that one-to-one dialogue with consumers while in store—providing the digital tools in the physical space.
With “Pokemon Go,” users willingly spending money on in-app purchases to enhance their experience; this teaches brands that consumers are willing to pay extra for goods and services if they receive content or experiences that meet their standards.
Brands can now engage their customers online by letting them virtually sample and “experience” products before they buy.
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