What Is an Augmented Product?
Let me explain what an augmented product really is. It's a version of a product that the seller has enhanced with extra features or services to set it apart from what competitors offer, ultimately improving your experience as a consumer.
When we talk about augmenting a product, we're including intangible benefits or add-ons that extend beyond the product itself. Think of things like free delivery or in-home installation for services. Cosmetics brands often throw in free makeovers or travel-size samples to augment their products.
Key Takeaways
You should know that every product comes in at least three versions: the core, the actual, and the augmented. The augmented one adds features and services that distinguish it from similar products sold by others.
Augmentation doesn't alter the actual product, but it adds value to your purchase. This perceived value can give you a reason to choose it and might let the seller charge a premium price.
How an Augmented Product Works
In marketing, professionals see every product in at least three versions: core, actual, and augmented. I'll break this down for you.
Core Product
The core product isn't a physical thing—it's the benefit it provides to you. For instance, a lipstick makes you attractive, sneakers improve your health, and a new phone helps you communicate better.
Actual Product
The actual product is the tangible item you're buying, complete with its unique branding, design, and packaging. It has to deliver on the core benefits you expect. Take a car: it must work seamlessly with all its features to create real value for you.
Augmented Product
The augmented product layers on features and services that make it different from competitors' offerings. These additions don't change the product itself and might not add much to production costs, but they create perceived value that motivates you to buy. This can also justify a higher price for the seller.
Important Note
Remember, augmentation doesn't change the product being sold. However, it adds value to your experience as a consumer and can build brand loyalty.
Examples of Augmented Products
Companies that master augmented products create positive buying experiences and build loyal customers. Let me give you some examples.
Apple TV
Apple launched its video and TV streaming service in 2019. To promote it and boost iPhone sales, they offered an augmentation: anyone buying an iPhone, iPad, Apple TV, iPod touch, or Mac got one year of Apple TV+ for free, as stated on their website.
Discounts and Freebies
A discount coupon for a future purchase counts as augmentation, just like a refund offer if you're not satisfied. A free recipe book with a kitchen appliance like a crockpot turns it into an augmented product. For pricier items, you often get more, such as in-store financing for furniture, free trials, or delivery.
Service Sells
Good customer service and a welcoming store atmosphere augment a retailer's entire product line. Things like generous return policies or in-store demos add value. A cooking supplies store might offer free classes with purchases. Apple provides teaching and guidance in their stores. Even an engaging website or online support team augments products. When you have many options, an augmented product stands out from the rest.
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