Immersive technology applied to trade marketing: activate your brand at the point of sale
In a world where attention lasts seconds and competition is just a click away, standing out at the point of sale is no longer an option: it's a necessity. The key? Betting on the immersive technology as a driver of experiences that not only catch the eye, but also generate emotions and purchase decisions.
In this article you will discover how tools such as Augmented Reality photocalls, Artificial Intelligence avatars or AI virtual avatars are revolutionizing the trade marketing traditional and transforming any commercial space into a sensorial and personalized show. Real cases, courageous brands and groundbreaking strategies that show how to connect with the consumer in an authentic and memorable way.
Get ready to immerse yourself in the future of retail, where every action becomes an experience and every experience becomes a sales opportunity.
Why is technology applied in trade marketing essential?
In a market saturated with stimuli, technology applied to trade marketing has become a key differentiating factor. It is no longer just a matter of having a presence at the point of sale, but of activate the brand through immersive experiences that connect with the consumer in an emotional and memorable way.
Tools such as enlarged photocallsvirtual storefronts or AI-enabled personal shoppers allow for the following transforming a simple linear into a a true sensory and immersive spectacle.
Trade Marketing: definition
Before talking about the impact of technology on trade marketing actions, it is necessary to review its definition. Trade marketing is a strategy that focuses on improving the relationship between brands and buyersto increase visibility and sales at the point of sale.
Unlike traditional marketing, which is aimed directly at the end consumer, trade marketing focuses on influencing buyers, i.e. those who make purchasing decisions in different spaces, shopping malls and department stores.
Its objective is to optimizing product presence, managing promotions and ensuring a seamless shopping experience to drive sales, maximizing results for all parties involved in the process.
If you are interested, you can find out more about the Technology trends in shopping centers
Thanks to technological solutions such as the Thor Ragnarok photocall in Kinépolis Cinemas or the The Body Shop interactive promotional action at Atocha Station, brands can capture attention, generate engagement and increase conversion right at the moment of truth: the purchase decision.
The integration of technologies such as Augmented Reality, Artificial Intelligence, and data capture platforms, the trade marketing reaches new levels of interaction, connection and impact on shopper experience. In such a competitive environment, applying innovation at the point of sale is no longer just a trend, but an essential strategy to stand out from the competition, build customer loyalty and, most importantly, increase sales.
Technology offers brands key tools to improve the quality of their products and services. marketing and the shopper experienceThe company's goal is to ensure greater visibility and facilitate faster and more efficient decision making in the purchasing process.
From Imascono, we can help you through our artificial intelligence services y augmented reality.
Main immersive technologies applied to your trade marketing actions
The evolution of the point of sale has given way to a new scenario and these tools not only improve the consumer experience, but also enable activate the brand in an innovative and emotionally impactful way. Here are some examples of how technological trade marketing is transforming physical spaces.
Augmented Reality Photocall
Promotional actions come to life through Augmented Reality. In its version interactive photocallthis technology turns any point of sale into a unique experience: the user is surrounded by 3D elements in real time and becomes the protagonist of the action. Where not only all eyes are attracted but memorable brand memories and ready-to-share content are created.
An example of this can be found in the project Love Natural Kimchi! a marketing action carried out in the GranCasa Shopping Center. in which to immerse yourself in the virtual jungle and take a souvenir photo with your favorite animals you had to make a purchase in any of the stores inside.
If you want to know more visit our article Augmented reality in advertising with interactive content
AI Avatars as brand ambassadors
AI avatars are emerging as new brand ambassadors, transforming the way companies connect with consumers. Thanks to Artificial Intelligence, these intelligent agents go beyond being simple virtual assistants: become active allies of the brand.
Its use ranges from hosts at events, to virtual influencers or personal shoppers at points of sale. Standing out as one of the most disruptive trends in trade marketing. Humanizing the customer experience in a close, accessible and coherent way with the brand values.
These avatars, like Nougat, the virtual mascot developed by La Torre Outlet for the last Christmas campaign, allow maintaining a constant and personalized relationship with consumersby adapting to their behavior and offering answers and recommendations in real time. This reinforces the emotional connection and improves brand loyalty.
Discover our intelligent avatar.
Immersive Virtual Reality experiences
Immersive Virtual Reality experiences are revolutionizing the interaction between brands and customers at the point of sale, offering unique experiences that strengthen emotional bonding and loyalty.
A prime example is the Frozen Emotion projectdeveloped in collaboration with Ibercaja and Aramon. In this experience, which combined adrenaline and technology, participants had to cross a virtual suspension bridge between two Pyrenean peaks to obtain a ski pass.
The integration of physical elements, such as the bridge and the simulated skiing environment, with Virtual Reality, multiplied the emotions and delivered a memorable brand experience. This experiential marketing approach not only captured consumers' attention, but also strengthened their connection to the brand by associating it with positive emotions and unique adventures.
Outstanding benefits of applying immersive technologies in trade marketing
When a brand bets on immersive technologies such as intelligent avatars, actions DOOHThe company is not only innovating, but it is also innovating: is reinventing the way we tell stories, connect emotionally and turn physical spaces into authentic experiential platforms.
These tools not only activate the brand: they make it live in the consumer's mind. Do you want to find out how?
Increased customer customization
Imagine walking into a store and an AI avatar greets you by name, guides you according to your tastes and recommends just what you were looking for (even though you didn't know it yet!). The intelligent avatars personalize your experience, adapt to the behavior of each customer and create a unique, intimate and deeply connected experience with the brand. It's no longer about selling: it's about understanding and emotion.
These avatars act as personal shoppers adapted to the needs of each client. They are the direct connection between the brand and the user, where the company can control the final messages that reach the customer, regardless of the language, geographic location and point of sale where this conversation is taking place.
Differentiation from the competition
In an ocean of brands competing for attention, an augmented photocall or a Virtual Reality experience in the middle of the mall does not go unnoticed. While other brands place static displays or outdated signage, you can immerse the consumer in a 3D scene where he is the protagonist.
These interactive experiences generate awareness, position your brand and make a visit a memorable experience. In addition, they make each experience unique, unrepeatable.
Increased conversions
When planning trade marketing actions, it is known that the moment of truth happens in seconds. And when the consumer experiences an immersive experience, whether it's climbing a mountain in VR, visiting a virtual jungle to earn a reward or interacting with an AI avatar that triggers tailored promotions, the purchase decision becomes faster, safer and more emotional. These technologies build trust, remove barriers and turn engagement into action, thereby increasing sales.
In addition, all of these actions can include an extra of gamificationwhere the user wants to be part of the experience, where the user generates better lead generation and conversion rates.
Improved user experience
Shopping is no longer just a necessity, it's an adventure. The enlarged photocalls turn the visit into a memory The result: a multi-sensory experience that transforms every step through the point of sale into something memorable. The result: a multi-sensory experience that transforms every step through the point of sale into something memorable.
A journey that the consumer will want to repeat, as in the case of the Movistar Flagship Stores in Valencia. A unique space where visitors can connect with all their favorite series and programs of the channel.
How to integrate immersive technology into your trade marketing strategy?
Integrating immersive technologies into your trade marketing strategy is the most effective way to adapt to an increasingly demanding and digital buyer.. In a market where the user wants it everything and nowThese solutions offer just what you are looking for: personalization, entertainment and real connection.
At ImasconoWe create this type of experiences for brands that want to go beyond in their trade marketing actions. We merge technological creativity and strategy to activate your brand at the point of sale with experiences that captivate, surprise and convert. Because today, the better marketing is not seen, it is lived.
Ready to transform your point of sale into an unforgettable experience? Contact us at and take the next step towards the future through our technology solutions for retail.
