Eyes4Research Blog

Innovations in Retail: Trends in AR and VR You Need to Know

The retail industry is in the midst of a significant and transformative change driven by technological advancements. Among these innovations, Augmented Reality (AR) and Virtual Reality (VR) are at the forefront, offering immersive experiences that revolutionize how consumers interact with brands and products. 

Let’s explore the current trends in AR and VR within retail and how research helps brands gain deeper insights and drive these technologies even further. 

The Emergence of AR and VR in Retail

AR overlays digital information onto the physical world, enhancing the real-world environment with interactive elements. VR, on the other hand, creates a completely immersive digital environment that users can explore. Retailers are leveraging both technologies to create engaging and interactive shopping experiences. 

Key Trends in AR and VR for Retail

• Virtual Try-Ons and Fitting Rooms: AR technology allows consumers to try on clothes accessories, and makeup virtually. This eliminates the need for physical fitting rooms and reduces the barriers to online shopping. For example, Sephora’s Virtual Artist app uses AR to let customers try different makeup products on their phones. The app has significantly enhanced the shopping experience, leading to increased customer satisfaction and sales. 

• Immersive Product Visualization: VR enables consumers to experience products in a 3D environment, providing a more detailed and realistic view than traditional images or videos. IKEA’s VR Kitchen Experience allows customers to design and explore their kitchen layouts in a virtual space. This interactive experience helps customers visualize how different products would look and feel in their homes, increasing purchase confidence. 

• Enhanced In-Store Experiences: Retailers are using AR to create interactive in-store experiences that engage customers and provide additional product information. Nike’s flagship store in New York uses AR to offer customers detailed information about products when they scan them with their phones. This enhances the in-store experience and also integrates online and offline shopping. 

• Virtual Stores: VR is being used to create entirely virtual stores where customers can browse and shop as they would in a physical store, but from the comfort of their own homes. Alibaba’s Buy+ VR shopping experience allows customers to browse products in a virtual mall. It is an innovative approach that merges the convenience of online shopping with the interactive nature of physical retail. 

• Interactive Marketing Campaigns: AR and VR have been implemented in marketing campaigns to create memorable and engaging brand experiences. Coca-Cola’s AR Christmas campaign allowed users to interact with virtual Santa Caus and other holiday-themed elements through their phones, driving brand engagement and spreading the holiday spirit. 

The Role of Custom Online Panels in AR and VR Retail Research

As AR and VR technologies continue to evolve, understanding consumer preferences and behaviors is crucial for retailers looking to leverage these innovations effectively. Custom online panels, such as the ones developed and managed by Eyes4Research, provide a valuable tool for gaining these insights. Online panels provide retailers with targeted feedback, in-depth insights, continuous engagement with consumers, and data-driven decisions that can inform product development. 

AR and VR are transforming the retail landscape by offering innovative ways for consumers to interact with products and brands. As these technologies become more prevalent, retailers must invest in understanding how to implement them best to meet customer expectations. Custom online panels provide an invaluable resource for gaining the insights needed to drive successful AR and VR initiatives. 

When retailers invest in custom online panels, they can not only optimize their current AR and VR strategies but can also ensure they are well-positioned to adapt to future technological advancements as they come along. The result is a more engaging, personalized, and ultimately more successful retail experience that meets the evolving demands of today’s consumers. 

Read more about the retail industry and technology on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our custom online panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.