One of the biggest digital marketing trends predicted for 2021 is the rise of AR tech. Yes, yes, marketing experts have been talking about AR/VR for years, but now Google has ramped up AR marketing possibilities with its recent launch of new AR “try-on” tools in Google Shopping.
AR glasses (aka smart glasses) are in the works for mass adoption, allowing images and other 3D information to be overlaid on top of real-word scenes, creating a whole new way for potential customers to engage with products in the process of making purchasing decisions.
Especially now in our post-COVID world in which consumers are now accustomed to avoiding the hassles of in-store shopping, AR technology offers the opportunity to see “how a product will look on you” all without having to leave the comfort of your couch. And now that this functionality is being introduced to Google Shopping, it probably won’t be long before this mode of shopping is part of the new normal.
It All Starts with Makeup…. 
On December 17, 2020, Google announced the U.S. launch of new AR try-on features for beauty products listed on Google Shopping.
Admittedly, this is a category of products where customers crave – and have come to expect – the ability to personally try out different shades and tones of blush, concealer, gloss, etc. to make sure their purchases will be a fit with their unique skin appearance and facial features. Prior to COVID, most in-store beauty suppliers had “testers” on display so that users could sample the goods and feel confident in their purchases.
Is it possible for customers to have a similar personalized experience shopping from their digital devices at home? To solve this problem, Google has partnered with data experts ModiFace and Perfect Corp to help users better visualize how lipsticks and eyeshadows from major brands such as MAC Cosmetics or L’Oréal will look on a range of skin tones.
What’s more, in order to find a good match, users can also now virtually “try it on” in the Google App. Using video technology on your phone, you can, for example, search for MAC Powder Kiss Lipstick and see how each lipstick color in the selection will look on the video image of your lips. Put on that blouse you plan to wear on your next video conference call and you see exactly how each lipstick option would match!
Expert Recommendations 
In addition to these new AR developments for the beauty industry, Google also launched new recommendations from experts and enthusiasts in beauty, apparel, home, and garden.
Now, when users browse through Google Shopping on their phones or scroll through the Google app “Discover” feed, they will find recommendations and see and hear how products work for other customers. For example, professional makeup artists describe how to achieve a certain style. Or, candle enthusiasts talk about the best holiday gifts.
This new feature is in early development stages from the Shoploop team from Google’s in-house incubator – and it provides a glimpse at the future of what online shopping promises to be for multiple product categories and services!
As customers do more and more shopping online, these new digital marketing tools are poised to become increasingly popular. Will your business be an early adopter and make the most of these new technological opportunities?
Will 2021 be the year you level up your online sales by taking full advantage of Google Shopping tools?
As a Google Premier Partner, our team here at JXT Group has all the resources, data, and hands-on experience to know how to optimize the platform for a variety of different businesses. We can customize a digital marketing approach that will be best for you. Just reach out to our team to learn more!
