Are you a Deadpool fan like me and still waiting to watch Deadpool & Wolverine? Then here's a news for you. Coca-Cola today has announced a collaboration with Marvel that includes a new TV commercial, digital collectibles, prizes and an immersive augmented reality (AR) experience, per details shared with Marketing Dive.
According to Grandview Research, the global augmented shopping market is expanding at a CAGR (Growth Annual Compound Rate) of 47.1%, with its value projected to continue rising significantly through 2027. This growth is indicative of AR’s increasing importance in the retail sector.
If you're following my newsletter for a long time, you know by know that I'm a huge fan of AR but being optimistic only does not ensure a success of adopting AR in business. To be successful, you need to know the gaps and challenges of AR too. So today, I'll highlight the top 12 challenges while adopting WebAR for ecommerce business.
Challenges of implementing WebAR in Ecommerce
Hardware Compatibility: Ensuring WebAR solutions are compatible with various devices, including mobile devices, is crucial. This involves considering factors like camera quality and processing power of mobile devices. In general, certain WebAR frameworks are even backward compatible which means even older smartphones can play WebAR campaigns.
AR Development Framework: Choosing the proper development framework is essential. Options include A-Frame.js, Model-viewer, Three.js, babylon.js, AR.js, Mind.js . The choice depends on the desired features and target audience.
3D Modelling and Rendering: High-quality 3D models are vital for a practical WebAR experience. Tools like Blender, Maya, or ZBrush can be used, with attention to file size, to balance quality and loading speed.
Image Recognition and Tracking: Robust image recognition capabilities are necessary for practical AR functionality. WebAR frameworks such as AFrame.js, Three.js or Mind.js offer powerful image and object-tracking capabilities.
UI/UX Design: The user interface and experience must be intuitive, especially for users unfamiliar with AR. The design should facilitate a seamless WebAR experience with clear instructions.
Connectivity and Latency: WebAR applications often rely on cloud support for heavy computations, necessitating robust server support and optimized content delivery to reduce latency.
Storage Considerations: WebAR components, especially 3D models, can be storage-intensive. Solutions like cloud storage or edge computing should be considered based on the complexity of the AR application.
Security and Privacy: Given that WebAR applications may access users’ cameras, location, and other sensors, it’s imperative to ensure data encryption and transparent data usage policies. In EU, GDPR compliant is also a requirement.
Integration with E-commerce Platform: Seamless integration of AR solutions with existing e-commerce platforms is crucial and might involve API integrations or iFrame.
Testing and Quality Assurance: Thorough testing of WebAR features for bugs and ensuring compatibility across devices and browsers is essential. Performance metrics like loading time, recognition accuracy, and device compatibility should be measured.
Scalability: As the business grows, so will WebAR needs. Choosing scalable solutions to add more products or features over time is essential.
User Feedback and Analytics: After deployment, collecting user feedback to refine the WebAR experience and using analytics tools to gauge WebAR’s impact on sales, user engagement, and other KPIs is vital.