Augmented Reality for XYZ Perfume Brand: Enhancing Promotional Experiences through User-Centered Design
Yana Erlyana, Jessica Avelia Setiawan, Nathanael Reinhart Saputra · Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2023
Current technological developments affect various aspects of life, including the marketing strategy of a product.As digital marketing becomes increasingly immersive and innovative, consumers continue to be captivated and experience things differently.One of the local perfumes, let's call it XYZ perfume, is attempting to use augmented reality (AR) in the development of their perfume promotion to create an interactive and personalised experience.Using a user-centered design (UCD) approach, this study explains the formation of the media.The results of the study indicate that using promotional cards integrated with augmented reality to create a new experience and maintain brand consistency is effective.The findings contribute to knowledge regarding the effective use of augmented reality in the promotional media segment of XYZ perfume and offer new insights for other brands in the same product category regarding the use of digital technology to engage their target audience.