GfK and Eyekandy are combining ideas and knowledge to explore how far Augmented Reality (AR) is already influencing shoppers’ online purchase behavior and what the next big thing for retail is likely to be.
Although the ‘shop at home’ digital world has been growing for quite some time, it rocketed into the mainstream during the Covid-19 pandemic, affecting every world region (see chart below). During 2020, 83% globally changed their shopping behavior from "I want" to "I need" purchases, and 46% are now only buying brands that are also available online.
GfK's Strategic Insights Manager, Nevin Francis, believes the vast majority of those forced online will continue their new-found digital shopping habits, even as COVID restrictions are lifted.
Interesting fact: the biggest winners from the enforced transition to online during lockdowns have been ‘click and mortar’ retailers. Many people chose to buy at the online stores of their known and trusted traditional retailers, rather than at online-only retailers.
And this is not a short-term effect that wore off as people got used to the new ways of shopping - it has continued into 2021. During Q1 this year, click and mortar players across EU5 countries showed +115% year on year growth in average sales value for TCG, while online-only players won +52% year on year growth.
Find out more about GfK's shopper insights: Get into the mind of today’s shopper