Open AccessVirtual tryvertising. Marketing strategies for empowered customers
Author(s) -
Federico Biggio
Publication year - 2021
Publication title -
digital age in semiotics and communication
Language(s) - English
Resource type - Journals
eISSN - 2603-3593
pISSN - 2603-3585
DOI - 10.33919/dasc.20-21.3-4.10
Subject(s) - experiential learning , set (abstract data type) , order (exchange) , context (archaeology) , space (punctuation) , marketing , computer science , value (mathematics) , augmented reality , representation (politics) , advertising , multimedia , business , knowledge management , human–computer interaction , sociology , paleontology , pedagogy , finance , machine learning , politics , political science , law , biology , programming language , operating system
The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users’ appraising skills traditionally used in the context of a dressing room of a physical store.