Less than one in three US online consumers has used a virtual try-on / augmented reality (AR) feature.
According to the Consumer Shopping and Personalization report from personalization platform Zakeke, 71% of American adults surveyed who shopped online in the past year said they had never used virtual try-on / AR features while shopping online. Younger consumers are more likely to use these features – 33% of those aged 35 to 54 have done so, compared with just 15% of those aged 55 and over.
However, 41% of all respondents, including 46% of those between 18 and 34 years of age, would like a personalized shopping experience. When researching the products for which consumers want a personalized experience, the most popular categories were apparel (30%), shoes (30%), housewares (25%) and furniture (19%). As for the type of customization options consumers are looking for:
- 36% of respondents want to see other products that they might like based on the items they viewed.
- 32% of the respondents would like to be able to customize their purchase.
- 29% of respondents want to see other items that are frequently purchased with the product they are looking at
Additionally, apparel (35%), shoes (34%) and household furniture (29%) were the product categories that respondents needed to visualize / interact the most before buying online. When it comes to furniture, every sixth respondent is over 35 years old.
Recent research by Accenture shows that retailers are redoubling their efforts to build online environments that increasingly resemble the physical world. Data from the Accenture Business Futures Report shows that nine out of ten C-suite executives surveyed at retail and consumer goods companies said they are investing in and planning to invest in virtual environment technology, and 73% said that virtual environments are in the first place Line improves our interactions and experiences in physical environments.
Currently, Accenture estimates that 1% of retailers are using augmented and virtual reality technologies to improve customer experience; increasing it to 2% could result in estimated additional revenue growth of $ 66 billion. Accenture’s patent analysis shows that among published patents, the proportion of those mentioning augmented or virtual reality has increased by 277% over the past five years.
“We know that more and more people are turning to online shopping – it’s convenient, the possibilities are endless, and with the right technology, consumers can have an almost identical experience to shopping in a physical location using these tools,” said Angelo Coletta , CEO of Zakeke. âOne respondent said that when they buy something online, they go to the store to try / interact with it and then go home to buy the product online. This should be a warning sign to retailers that something needs to be changed. To grow sales, increase repeats and build a loyal customer base, retailers need to invest in the right technology that is easy to use for both the retailer and the consumer. “
YouGov Plc. was commissioned by Zakeke to survey 1,127 U.S. adults aged 18 and over who shopped online in the past year.