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Research undertaken by marketing communications consultancy Hidden has found that consumers are more likely to purchase a product after experiencing augmented reality (AR). They will also buy at a higher price point according to the study, called 'Sales technology: selling with augmented reality'.

Hidden explains that its research involved showing 100 parents traditional marketing materials, including a display advert, for a children's toy, while another 100 parents experienced the toy as interactive augmented reality. Each participant was then asked if they would consider buying the product and at what price.

Matt Trubow, chief executive, Hidden, says 'the study results clearly indicate people were more engaged with the augmented reality experience than the display advert', adding the figures are 'interesting but not unexpected'.

"More importantly, however, the audience was so engaged that they were willing to spend more to obtain the item after viewing the AR experience," he adds.

"This data should prove useful for the remaining sales and marketing professionals that are still unsure how to measure the impact of the technology. For me, the measurements are easily identified and are focused primarily on core business outcomes such as the increased production of leads and sales conversions."