AR/VR Technologies Fuel Quiet Revolution in Shopping

Augmented reality, virtual reality, and 3D assets are changing how customers shop both online and in stores. How can retailers make the most of these promising technologies?

Furniture retailers found the first, most widespread, and measurable success with augmented shopping. Once companies were able to accurately render the most important information about the product – that is, its color, size, and fit within a given space – and allow customers to reliably visualise it in a room, the capability quickly caught on and is rapidly becoming the furniture industry standard.

Imagine a future where shoppers no longer need dressing rooms to try on clothes. Instead, they can choose a customised fit, color, and style and virtually try on the clothes in the comfort of their own homes. Or consider the possibilities if customers need not guess how a dining table might look in their room, but can virtually try out tables of different sizes, in various positions, to see how the new piece will fit.

That is the vision of augmented shopping, which incorporates augmented reality (AR), virtual reality (VR), and 3D technologies to allow retail customers to virtually interact with or personalise products whether they are shopping online at home, via smartphone while on the go, or in a store.

Delivered effectively, augmented shopping can offer more product information and interaction than standard web experiences, providing users the ability to configure unique product designs. Augmented shopping can also create the deeper emotional connection that comes from immersive brand storytelling and can help customers feel more confident in their product selection.

This retail revolution is moving slowly, but change is definitely on the way. Today, more than 1 billion smartphones and tablet devices can deliver augmented experiences, and within the next year, 100 million consumers are expected to shop using AR either online or in-store. Since 2018, the number of mobile AR users has nearly doubled, with usage and popularity driven largely by social media. In 2020, 46% of retailers plan to deploy AR or VR.

Deriving value from these complex technologies depends largely on how well they can represent the most meaningful product attributes for customers. When buying furniture, for example, customers need a clear sense of the piece’s size and how it looks in a space. For clothing, though, smaller details about the material, such as texture or sheen, may be vital.

Augmented Shopping Use Cases

Today’s most successful augmented shopping experiences tend to be delivered by retailers that have highly standardised products with significant customisation opportunities. For example, automotive retailers have a standard set of models, but they can customise and configure the models for each customer in many ways. Augmented shopping allows customers to see and interact with such options, which helps them build confidence about their potential purchase.

Furniture retailers found the first, most widespread, and measurable success with augmented shopping. Once companies were able to accurately render the most important information about the product – that is, its color, size, and fit within a given space – and allow customers to reliably visualise it in a room, the capability quickly caught on and is rapidly becoming the furniture industry standard.

By offering the option to virtually try on makeup, beauty products companies have followed quickly behind furniture retailers in augmented shopping maturity. Getting customers to imagine a new look or color on themselves is a critical element of the buying process, so makeup brands have pushed ahead with AR experimentation, even with complicated technical challenges such as facial recognition and color fidelity. Adopting Augmented Shopping

Certainly, there are technology and funding challenges companies must overcome as they implement augmented shopping capabilities. (For example, it can be challenging to accurately and conveniently offer a 3D model of a customer’s body or a “good enough” approximation.) As the journey toward augmented shopping begins, retailers can consider some important principles:

• Decide on the most valuable con

text. Where would a shopper find an aug

mented shopping experience most valuable? Consider customer needs and the company’s unique value proposition.

• Start with a discrete, measurable

use case. By focusing on one product or

group in the beginning, retailers can assess the impact of this technology and build the knowledge they need to help them scale.

• Choose a delivery platform wisely.

For example, WebAR applications work

Even with the complexity of technologies behind augmented shopping, companies can move to explore its benefits and build knowledge. AR and 3D technology is already changing the retail landscape. If companies wait too long, they may soon lag behind.