Technology is helping retail shopping fun again. Shoppers no longer have to visit brick-and-mortar stores and peruse for neon “open” signs. Now your smartphone can function as a personal computer and you can have access to a digital shopping cart and register with just a few simple clicks. For the most part, retailers have done an adequate job of adapting an omniexperience model for their customers, but something was still missing. However, this changed when augmented reality (AR) arrived on the scene.
The explosion of e-commerce has put pressure on the physical retail world – but Augmented Reality is proving a key technology for retail innovation, creating a new concept known as Augmented Retail which adds a digital layer to the physical world and can positively influence purchase intent and weight and frequency of purchase.
New understanding of shopper motivations reveal how new e-commerce entrants have been turning the tables on retailers and that a new world order is tapping into Augmented Retail to connect with today’s shoppers. Interestingly, The Retail Perceptions study told us that 71% of shoppers would shop at retailers more often if they offered AR.
We have identified six moments where Augmented Retail can tap into the purchase decision journey successfully:
- Triggering the news: creating shopper missions
- Choosing and getting to a store
- Navigating around the store to the aisle
- Product selection
- Purchase and checkout
- Product use
We believe that executed well in a retail/shopper environment, Augmented Retail can enhance the shopping experience, and, accelerate growth.