Coronavirus boosts augmented reality adoption among US shoppers
36% of American consumers are interested in trying on clothes using augmented or virtual reality to avoid physical fitting rooms during the coronavirus outbreak, according to research from Contentsquare.
Incorporating data from 4,000 shoppers, this also found that 29% of Americans report feeling anxious when they shop in-store.
Since the start of the pandemic, US brands including Macy's, Adidas, and Modcloth have been experimenting with their own augmented reality fitting rooms and experiences.
Amazon, meanwhile, has filed a patent which suggests plans to “data mine” pictures saved on consumers’ phones to produce more accurate AR fitting room experiences.
Niki Hall, CMO at Contentsquare, says: “The Covid crisis has forced both customers and retailers into an almost entirely digital landscape.”
“As such, it’s great to see brands turning to new, innovative technologies to both recreate the in-store experience and improve customer satisfaction online.”
“One of the most common complaints made about e-commerce is the problem of sizing, with online apparel having a particularly high return rate.”
“Through the adoption of AR and VR technologies, brands can overcome this issue, creating a far more personalised experience for their online customers.”
“Looking ahead, it will be interesting to see if this trend persists once the pandemic has ended. Consumers are clearly open to the idea, but if retailers want this type of technology to last, they must build it into their wider retail strategies,” she adds.
Hall believes that the best way to achieve this will be to view these technologies not as a gimmick, but as a valuable source of customer insights and data.
“If retailers can use these interactive experiences to build a more accurate, personalised view of their customers, then they could turn this short-term solution into a long-term trend,” she concludes.
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