Is m-commerce the new e-commerce? Studio Blup (the content creation arm of LAB Group), Kylie Cosmetics and Boots are certainly betting on it with the recent release of Kylie Virtual World. It’s a telling development of growing consumer demand for mobile-optimized shopping: recent global smartphone sales topped $1,351 million, and Boots reported a fivefold increase in purchase intent per compared to the average e-commerce in the UK. To date, Kylie Virtual World has had over 25.5,000 unique visitors, 10% of which have added products to their cart.
“Buyable AR experiences are at the forefront of the rapidly growing mobile and social commerce trend,” comments Laura Lane, Chief Marketing Officer at Studio Blup. “As brands recognize the opportunities offered by m-commerce, the technology is opening up new possibilities for end-to-end customer experiences. Augmented Reality (AR) and Virtual Reality (VR) can play a vital role in the mobile commerce space, adding a more fluid and valuable element to drive brand experiences forward. BeautyMatter has highlighted the fusion of augmented reality and virtual reality as one of the key drivers of global beauty product purchases, and Global Market Estimates forecasts a CAGR of 25% over the next five years for the global application of augmented and virtual reality in the beauty industry.
The convenience and fun nature of mobile shopping, coupled with increasingly sophisticated interfaces, means that more and more shoppers are turning to buying on the go. Kylie Virtual World, which Studio Blup created in partnership with creative agency Gold Sheep, has launched in tandem with Kylie Glam Park, a four-day installation in London’s Covent Garden that will offer one-on-one consultations for hair and beauty products. skin care, free gifts and other interactive activities such as games and social media sharing options.