Augmented reality is not some futuristic concept that has little bearing on today’s retail environment. It’s already here, and is influencing where consumers choose to shop.
That’s according to new research by Interactions, a US company that specialises in experiential retail marketing.
The Retail Perceptions study explored the ways in which augmented reality is shaping people’s shopping experiences and preferences. It found that 40% of the 1,062 people surveyed would be willing to pay more for a product if they could experience it through AR.
Another 71% would shop at a retailer more often if they offered augmented reality, and 61% said that they prefer to shop at stores that offer augmented reality, over ones that don’t.
“It’s not surprising that 61% of respondents reported that augmented reality has already changed where they decide to shop,” commented Bharat Rupani, president of Interactions. “AR is reshaping the way shoppers experience and engage with retailers. We are seeing even the most traditional brands start to include this experiential element in stores, largely driven by customer interest.”
The survey also looked at how consumers prefer to engage with augmented reality as they shop. Results showed that shoppers enjoy using the technology and they see it as a fun and novel way to explore their options as they weigh up which purchases to make.
According to the survey, more than a third (34%) of shoppers already use augmented reality while shopping and nearly half (47%) of those like to use it both online and in a store, MediaPost reported.
Interactions also found that more than three quarters (77%) of those who have used AR want to use it to see product differences, such as change in colour or style, while almost two thirds (65%) want to get more product information. Meanwhile, 41% of AR users said they like to use it to find out about deals and special promotions.
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