How augmented reality can improve the in-store experience
in a physical store, augmented reality is used to extend the catalogue without taking up space, give information at the shelf without relying on staff, let people try products virtually, create games that increase visit time and connect the visit with the online store. The simplest access is a QR code on the display that opens an experience in the phone's browser.
What problems of the physical store it solves
- Lack of space to display the whole catalogue.
- Limited staff who cannot serve everyone.
- Scarce information on the product (small labels).
- Flat traffic: customers who come in, look and leave.
- A disconnect between the digital and the physical.
- Differentiation from online retail.
Use cases
1. Interactive information at the shelf
The customer scans a QR code on the display and sees videos, ingredients, comparisons, reviews or instructions for use. Useful in electronics, cosmetics, food or DIY.
2. Extended catalogue
Colours, sizes or variants that are not in store can be seen in 3D or in AR, with the option to order them.
3. Virtual try-on
Glasses, make-up, jewellery or footwear are tried on with the phone camera, a screen or a smart mirror (virtual try-on).
4. "At home" visualisation
Furniture, decoration, appliances and coverings are placed virtually in the customer's home before they buy.
5. Games and treasure hunts
Routes with clues, hidden characters and prizes that encourage people to explore the store and increase dwell time.
6. Interactive shop windows
A QR code on the glass lets people play or see products even when the store is closed.
7. Campaign activations
Launches, special dates or collaborations with a temporary experience.
8. Loyalty
Exclusive experiences for customers who scan a personal code or belong to the brand's club.
How to design the experience
- Define the objective: sales, traffic, dwell time, data or awareness.
- Choose 1-2 high-traffic touchpoints (entrance, shop window, key aisles).
- Make access easy: visible QR codes, clear text and Wi-Fi available.
- Create short content (under a minute).
- Train staff so that they recommend it and help.
- Connect it with purchase: voucher, reservation, basket, stock request.
- Measure and adjust.
What is needed
- 3D and multimedia content for the products.
- Signage: posters, stickers, displays with QR codes.
- Connectivity: guest Wi-Fi or good mobile coverage.
- Optional devices: tablets or touchscreens.
- Training for the team.
- Analytics by touchpoint.
Measurement
| Indicator | What it measures |
|---|---|
| Scans per point | Interest and visibility |
| Interaction time | Engagement |
| Vouchers redeemed | Effect on sales |
| Dwell time | Effect on the visit (if it is measured) |
| Sales of products with AR | Impact on conversion |
| Data collected | Value of the customer base |
Tips
- Simplicity above all: the customer is passing through and short of time.
- Clear value: they should know what they get by scanning.
- Consistency with the brand and the store.
- Avoid overload: few experiences, well placed.
- Attention to staff: they should be able to explain it in one sentence.
Key ideas
- AR extends the product, the information and the experience without taking up space.
- A QR code + WebAR is the simplest access.
- Combine information, virtual try-on, a game and purchase.
- Store staff are key to adoption.
- Measure scans, redemptions and sales.
Frequently asked questions
Is Wi-Fi needed in the store?
It helps a great deal, although many customers will use mobile data.
Is special hardware needed?
No; the customer's phone is enough. Screens and mirrors are optional.
How long should the experience last?
Under a minute for information; a little longer for games.
Does it work in small stores?
Yes, with a few well-chosen touchpoints.
More guides on this topic
How to add AR product visualisation to an online store
A guide to adding AR product visualisation to an online store: 3D models, formats, integration on the product page, platforms, performance, analytics and best practice.
How to create an interactive retail campaign with QR codes and augmented reality
A guide to creating an interactive retail campaign with QR codes and augmented reality: concept, touchpoints, mechanic, reward, legal points, launch and measurement.
How to measure virtual try-on performance
Metrics for measuring a virtual try-on: usage rate, time, conversion, order value, returns and satisfaction. A/B test, attribution and how to avoid bias.