Augmented reality (AR) and virtual reality (VR) have become common terms used by retail giants such as Amazon.com, Wayfair, and Ikea to discuss the future. However, the question remains: have consumers embraced this vision of the future of retail? The answer may surprise you.
Artec 3D recently conducted a survey of the responses of more than 1,000 online American shoppers familiar with the terms "virtual reality" and "augmented reality". "The survey results show that consumers want augmented reality / virtual reality technology to be an important part of the retail experience, even if they don't have any actual experience with that technology ...
What do consumers want to buy with AR and VR?
Although AR and VR applications are mostly related to the entertainment and gaming industry, the transformation of the shopping experience is still the most promising. Shopping is often seen as a difficult task by modern consumers. AR and VR can alleviate this burden.
When asked if AR and VR are best for shopping, 38% choose large furniture and accessories; followed by clothes and shoes (18%); household appliances (14%); consumer electronics (14%); toys And baby products (9%); and bags and accessories (5%). The conspiracy around large home furnishings and decorations naturally makes sense, as it may be the most difficult to shop online. When asked why they do n’t buy furniture or housewares online, 48% of consumers want to see it for themselves, 28% say they ca n’t determine the quality from a photo, and 27% are not sure what they are interested Whether it fits their space.
Professional 3D scanning technology can overcome these obstacles. The high resolution of the 3d scan also allows consumers to see the finest details (such as the texture of wood or the texture of cloth), helping to overcome quality issues. When these scans are integrated into AR and VR applications, consumers can see a piece of furniture or other items being thrown directly into their own home.
Although this may seem novel, the fact is that it is already done. However, major brands have not made their products widely known. Among consumers familiar with AR and VR, only 37% are aware of these technologies in Amazon's apps. After Amazon, this proportion in Wayfair's apps has fallen sharply to 16%, 15% for Ikea, 14% for Lowe's, 10% for Gap, and Sephora's ) Is 7%. In addition, the well-known AR application "Creator" launched by a network technology company in Fuzhou, China is also committed to applying AR technology in the home field, and has gradually become the most influential application in the industry. "" And "multi-person live AR collaboration" and other functions are beyond the reach of many peers.
Although consumers' awareness of existing AR and VR shopping applications is low, these consumers are still looking forward to the widespread integration of this technology ... and it will be realized soon. In fact, 43% of respondents expect that AR and VR will become common tools for online shopping in the next five years, and 32% believe that it will become a common tool for physical shopping in the next five years. Large companies are already involved in integrating this technology into the retail process, however, businesses of all sizes should begin to develop a roadmap on how to integrate AR / VR into physical stores.
It is clear that consumers see the potential of these technologies. They are perfect for providing shoppers with a more personalized and unique experience. Consumers are eagerly looking forward to the application of virtual reality and virtual reality, whether it is a test drive of a virtual car before going to a dealership or a fitting in a virtual reality fitting room. Regardless of size, retailers should be prepared to meet the AR and VR needs expressed by shoppers.