VR and AR in marketing: evaluating product experiences
Quick answer
Virtual reality creates an immersive environment, while augmented reality adds digital elements to a view of the physical world. Marketing applications can include product demonstrations and visualization, but the format should solve a customer problem rather than simply attract attention.
Choose the format from the product question
AR can help show a product alongside the physical environment. VR can present a place or experience that a buyer cannot easily visit. A conventional 3D viewer can also let someone inspect an object without either experience.
| Format | Useful question | What to retain |
|---|---|---|
| AR placement | How might this look in my space? | Dimensions and conventional images |
| 3D viewer | What does the product look like from another angle? | Specifications and accessible descriptions |
| VR demonstration | How does this environment or process work? | A non-headset alternative |
| Video | What sequence or feature needs explaining? | Captions and a clear product description |
The asset has to be accurate
A convincing rendering can still misrepresent a product. Check scale, variants, materials and the details relevant to the buying decision. Make any meaningful limitation clear where the customer uses the experience.
Appearance is not proof of physical fit or performance. Provide the measurements and specifications needed to make those judgements. For a retailer, Shopify’s product-media documentation shows how images, video and 3D models can support a product page, subject to the store’s setup.
Account for access and production
Test the devices and browsers the intended audience uses. Check loading time, instructions and what happens when the experience is unavailable. Provide the essential information without requiring an unfamiliar device or a long download.
Budget for updates as well as the first asset. A product range with frequent changes needs a process for keeping models and variants current. An impressive launch becomes misleading if the displayed version no longer matches the offer.
Compare understanding, not novelty
Ask customers to complete a relevant task, such as identifying the right configuration or explaining a feature. Compare results with the existing images, video or product page. Include people who cannot or choose not to open the experience.
Look at downstream outcomes and confusion as well as interaction time. Longer use may indicate interest, but it can also mean the controls are difficult. Use customer feedback to interpret the result before expanding the format.
