Introduction to Augmented Reality in Shopping
In April 2023, Snap Inc launched its own AR mirror as a part of its AR Enterprise Services (ARES), a service designed to assist businesses utilize AR tools effectively. According to Geoffrey Perez, global head of luxury at Snap, "We’re not saying AR goes to interchange the joy of going right into a store, but AR can definitely make stores much more exciting once customers are there." This technology is changing the best way consumers interact with products, especially in the luxurious sector.
The Benefits of Virtual Try-On
Virtual try-on powered by AR can create more seamless and convenient experiences in comparison with trying on products in-store. When consumers were asked why they find virtual try-on useful, the highest two advantages reported were "with the ability to try on products within the comfort of my home" and "with the ability to try on as many products as I like," with 67% and 63% of respondents citing these reasons, respectively. Additionally, AR technology will help consumers overcome barriers reminiscent of accessibility, providing consumers with disabilities more flexibility and peace of mind when researching products.
Consumer Awareness and Adoption
Interestingly, AR try-on advantages from higher consumer awareness in comparison with other digital innovations like metaverse platforms and blockchain traceability. For brands deciding where to prioritize their budget for technology investments, this research helps decision-makers understand the needs of luxury consumers and the utility they seek from latest tech tools. The adoption of AR is already seeing a shift in how brands measure success, with metrics which are more comparable to metaverse experiences than to social media or e-commerce.
Measuring Success with AR
"I’m seeing brands transition to metrics which are more comparable to metaverse experiences than to social media or e-commerce," says Maghan McDowell, senior innovation editor at Vogue Business. "Brands are taking a look at aspects reminiscent of how many individuals tried the experience, time spent, the impact on their brand affinity, and their likelihood of returning to the experience." This demonstrates that AR not only adds value to the client experience but can offer latest ways for brands to measure the impact of latest technologies on each brand performance and conversion.
The Future of AR in Shopping
AR’s potential for richer engagement in the long run might be achieved via the addition of AI clienteling, voice commerce, and virtual influencers, making it a critical tool for bridging physical and virtual channels — and enabling the latter to turn out to be increasingly more shoppable. As technology continues to evolve, the mixing of AR into shopping experiences is anticipated to turn out to be more prevalent and complex.
Conclusion
In conclusion, the mixing of Augmented Reality (AR) into shopping experiences is revolutionizing the best way consumers interact with products. With its ability to offer seamless and convenient try-on experiences, overcome accessibility barriers, and offer latest metrics for measuring brand success, AR is ready to play a critical role in the long run of retail. As brands proceed to speculate in AR technology, it can be exciting to see how this technology evolves and transforms the shopping experience for consumers worldwide.
Methodology
Vogue Business surveyed 1,151 luxury consumers aged 18-65 within the UK in March and April 2023. Consumers were evenly split across female and male and by age group (16-24, 25-34, 35-44, 45-54, and 55-64). Participants were asked questions on their fashion habits, awareness, and use of various technology tools and priorities when shopping. For comments, questions, or feedback, please email feedback@voguebusiness.com.
