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10/18/2016

Study: Augmented reality revamps shopping experience

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Digital disruptors continue to impact the shopping experience, and augmented reality (AR) is no exception.



Specifically, 61% of customers reported that augmented reality has influenced where they decide to shop, according to “The Impact of Augmented Reality in Retail,” a report from Interactions, an experiential marketing firm and division on Daymon. The report, which is based on responses from more than 1,000 Americans, examines how AR has become a part of consumers’ shopping experiences.



For example, 61% of respondents said they prefer to shop at stores that offer AR over ones that don’t, and 68% said they’d spend more time at a retailer if they could shop with the technology, the study said.



AR is also altering consumers’ purchasing intent, as 40% of respondents said they would be willing to pay more for a product if they could experience it through the technology. Meanwhile, 72% of shoppers said they had purchased items they had not planned on because of AR, data revealed.



While AR is still evolving in retail, the technology is becoming a complementary shopping tool for shoppers and retailers, alike. For example, 55% of respondents said that AR makes shopping fun, and 45% reported that it saves them time. Internally, the report revealed that AR presents an opportunity for retailers to provide more information for shoppers. Specifically, 77% of surveyed shoppers want to use AR to see product differences, like a change in color or style, and 41% use it to find out about special promotions and deals.



“AR is reshaping the way shoppers experience and engage with retailers,” said Bharat Rupani, president of Interactions. “We are seeing even the most traditional brands starting to include this experiential element in stores, largely driven by customer interest.”