32% of Retailers Plan to Use Virtual and Augmented Reality in Three Years, According to the 2018 Digital Commerce Survey
Boston, MA – November 1, 2018– Through virtual (VR) and augmented reality (AR), innovative retailers offer new and enhanced ways for customers to experience products, like visualizing how a product would look in their home or even on their body. VR and AR offer interesting applications and opportunities, as the ability to mix virtual and real elements can be game changing – especially for furniture, home décor and apparel retailers. According to BRP’s 2018 Digital Commerce Survey, retailers understand the impact that VR and AR can have on the customer experience and 32% of retailers plan to use virtual and augmented reality within three years.
Consumers also see the benefit of VR and AR, as nearly half of consumers are more likely to shop at a retailer utilizing virtual or augmented reality, according to a recent study by Incisiv, sponsored by BRP and Windstream Enterprise.As consumers shop for a new couch or bedroom set, it is very helpful to see what the furniture will look like in their house or browse a virtual array of options like colors and fabrics, rather than just viewing in a catalog or on a website – and VR and AR apps can make it happen. Many retailers have already introduced AR apps and testing and deployment of VR apps is increasing.
Macy’s is a recent example, as they’re currently rolling out a new virtual reality experience across 70 locations, combined with an AR app for home use, to offer an immersive furniture shopping experience that allows browsing and visualization of a much larger assortment of furniture than a typical store. Sephora’s “Virtual Artist” app uses AR to scan your face, figure out where your lips and eyes are, and lets you try different looks on your smartphone. Foot Locker’s “The Hunt” AR scavenger hunt inspired smartphone-toting sneakerheads to venture across Los Angeles to unlock geo-targeted AR clues throughout the city earning the chance to be among the first to acquire new limited-edition LeBron 16 King “Court Purple” sneakers. As more and more retailers adopt VR or AR technology over the next few years, this will increase customers’ expectations for the same from other retailers that they shop.
“Immersive technology like VR and AR is redefining the way consumers can experience and buy products, leveraging the advantages of physical space, like the store or the customer’s home, without being constrained by the space,” said Brian Brunk, Principal, BRP. “Traditional retail lines continue to blur as retail realities are rapidly evolving and the stage where the theater of retail takes place can be dictated by the customer.”
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Retail’s Digital Crossroads: The Race to Meet Shopper Expectations, July 24, 2018. https://brpconsulting.com/download/2018-retail-research-report/