Retailers that make the best use of new technology are more likely to build a loyal customer base, according to new research from DigitalBridge.
Augmented reality (AR) is now leading the way as the tech people most want to engage with. 50% of 2,000 UK consumers surveyed said they would be more likely to be loyal to a brand that offered them access to this type of experience either in-store or online. AR is proving particularly popular among younger people with 69% of 18-24 year olds claiming they would keep coming back to a business that tapped into this technology.
Meanwhile, 59% of 25-34 year olds, 48% of 35-44 year olds and 46% of 45-54 year olds said new technology plays a key role in converting them into loyal customers. Being able to preview products in the real world to see what they’d look like and being able to “try on” multiple options before spending money are key drivers here, although virtual reality and artificial intelligence tools like chatbots are also popular.
David Levine, CEO at DigitalBridge, which specialises in developing AR tools for the home décor market, says: “Technology has completely changed how people shop and engage with businesses and brands but now the pressure is on to improve every point of the consumer experience. Since the new iPhones launched we have seen an explosion of augmented reality tools and consumers clearly see this technology as the thing that will move the retail sector into the future. Being able to preview products virtually at home before spending money is something retailers have never been able to let their customers do, but AR makes this a possibility and is something that will become more the norm as the technology continues to improve.”