Fixtuur research: augmented reality is set to transform furniture retail space but adoption gap remains

A new study conducted by London Research in partnership with visual commerce technology company Fixtuur reveals that while augmented reality (AR) and 3D visualisation technologies are delivering significant returns for furniture retailers, widespread implementation still lags behind growing consumer expectations. 

Research based on a survey of 100 senior decision-makers in the furniture industry in the UK and US, finds that only 58% have implemented AR technology, despite 96% reporting that 3D visualisation and AR tools have led to increased sales, and 82% are able to estimate a strong ROI from their investments.

“This research confirms what we’ve long believed at Fixtuur: the future of furniture retail isn’t about transactions, it’s about confidence, experience and personalisation,” says David Thomson, CEO at Fixtuur. “The brands pulling ahead aren’t ticking a tech box, they’re using visual commerce as a strategic lever to inspire trust, build loyalty, and accelerate sales.”

The report segments “e-commerce leaders” (companies that have significantly outperformed their peers in the last 12 months) and finds that:

●      64% already offer a fully integrated AR experience, compared to just 45% of mainstream retailers

●      90% are planning to expand their visualisation technology usage this year, vs. 59% of the rest

●      Yet, 0% of respondents said they had no plans for AR, signaling that AR is rapidly becoming table stakes

As technology and consumer habits evolve, early phygital opportunities have emerged in retail through AR powered in-store experiences as well as at home. The study supports this direction, with 71% of retailers reporting that visualisation tools significantly improved the in-store experience as well as online sales.

As AR becomes more embedded in everyday shopping behaviors, italso discovered that visualisation is no longer seen as a novelty but as a core part of the decision-making process. Consumers now expect:

●      To customise furniture online (agreed by 70% of retailers)

●      To visualise products in their own space (60%)

●      To experience immersive journeys that replicate or surpass in-store interactions (61%)

Yet challenges remain, with integration complexity, costs, and internal skills gaps cited as key barriers to adoption in the report.

2025 RTIH INNOVATION AWARDS

Augmented reality and 3D technology will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.