48% say they’re more likely to visit a store that offers augmented or virtual reality
Despite the huge take-up of ‘at home shopping’, people miss certain elements of the in-store experience. A key example is the urge to see, feel and engage with a product before you buy: 46% globally say “the look, feel and smell of a product is very important to me”.
Augmented Reality (AR) offers the best opportunity to blend as much of this physical desire as possible into the digital world, presenting a more immersive experience.
Globally, 48% say they’re more likely to visit a store that offers augmented or virtual reality
Nevin highlights small and major domestic appliances and home furnishing as sectors where AR offers strong resonance with what shoppers will be wanting. Key for these types of purchase is the ability to see how the item looks in the setting of their own home, and whether it physically fits into the space they intend, when viewed life-size. Added to those is consumer electronics, where people additionally want to be able to turn the product around, view it from all angles, and see what ports etc it offers and where they are positioned.
The other issue that retailers must consider is how seamless the AR function is from the shopper view. If they have pause their browsing to download an app before they can use the AR function, it interrupts their shopping and requires trust over what personal data that app may be collecting - all of which will make people think twice. To encourage maximum take-up, the AR option needs to be seamless - so the shopper gets an instant result and is not required to make any decision about downloading a specific app or software in order to use the AR.
