AR tops new ways of shopping, consumer research finds

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    last year, RetailX Metaverse Almanac Report predicted that this technology is likely to have a major impact on all aspects of digital life, including retail. This provides an interesting new way to access the web and participate in e-commerce, but Consumer X Research shows it's inferior to many other new ways to shop.

    As the chart below shows, consumers are prioritizing augmented reality and live shopping from their favorite brands in their future online experiences.

    VR and AR retail store
    The use of virtual reality outside of the metaverse, and more generally the use of augmented reality overlaid onto the real world, is already a proven and reliable e-commerce technology, with continued growth expected. Overlaying cosmetics and clothing onto images of shoppers has already been proven to increase sales. According to his 2022 study by Harvard Business Review, customers who used AR spent 20.7% more time in the app and viewed 1.28x more products on average. More importantly, he was also 19.8% more likely to make a purchase during the session than customers who did not use AR.

    live broadcast
    Live “broadcasts” of everything from makeup and cooking tutorials to product demos have grown in popularity throughout the pandemic, solidifying their role in e-commerce as a viable sales method. Similar to TV shopping channels, these online “live” events focus on practical tips and capitalize on the social media phenomenon where ordinary people offer helpful hacks.

    Many luxury brands are embracing this technology, replacing glossy, high-end video content with shoppable livestream advice shows. Meanwhile, in mainstream retail, Clarins and Clarks have both been early adopters of live streaming, with the former focusing on the advice of skincare experts and the latter looking at showcasing a variety of footwear. .

    super app
    A growing phenomenon in China, superapps are apps that combine various features from individual apps into a single (usually social-driven) app. A prime example is China's WeChat, ostensibly a social media and messaging platform. WeChat also allows users to shop, make payments, and communicate directly with brands.

    During the Lunar New Year in January 2023, travel, catering, retail, and movie sales on WeChat's app increased by 76%, 40%, 32%, and 27% year-on-year, respectively. Additionally, the use of proprietary payment services increased by 23% online and offline.

    Conversational commerce is starting to take hold in Europe, and the roles of messaging, booking, and payment apps are starting to merge with the role of social media, and vice versa, with social sites adding these capabilities. Super apps are not like that in Europe. It's way off.

    Many well-known retailers and retail brands operate in the Metaverse, selling both real-world items and, more commonly, digital goods, or non-fungible tokens (NFTs), which themselves is becoming an interesting new sub-sector of the world. e-commerce market.

    34% of retailers already have some kind of presence in the Metaverse, but many of the early adopters are only using Metaverse as a platform for advertising, literally You're just taking out a virtual billboard in one of the “worlds” of the Metaverse. Early Metaverse as a way to get her name out in front of her users. However, many other companies are taking the NFT approach to selling digital versions of items. This is seen in fashion and high fashion with varying degrees of success.

    In this context, other companies are combining this approach with the deployment of special events in the metaverse to drive interest in the concept and sell NFTs. Such initiatives can range from virtual fashion show events held on major Metaverse platforms such as Decentraland, Roblox, and Sandbox, to pop-up stores appearing on these platforms, or his NFT clothing collection for characters in existing Metaverse games. It ranges from simple sales.

    This feature leverages research from RetailX's Metaverse Almanac report and European E-Commerce Region 2023 report.. This chart is created by the ConsumerX app and will be published for the first time during the period. spring festival.

    The app provides unique information, key data and comprehensive graphs on everything from consumer attitudes to differences between age groups and countries, with a focus on multichannel European customers.


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