Try it. Trust it. Buy it.
With everyone cocooning at home and avoiding in person contact this past year, we all had plenty of time to spend shopping online. Companies also started experimenting more with 3D and machine learning technologies to power virtual try-ons, AR product visualizers and real-time configurators.
This new form of immersive commerce and merchandising is proving way more powerful and impactful in driving user engagement and sales versus traditional video, imagery and online media.
To prove out the value, we did a global research study at Accenture Interactive of over 3,000 consumers across 12 countries and 14 product categories. Some of the key findings of the research, which I anticipate will continue to skew higher in the future, are :
Consumers’ top motivations for trying out immersive technologies when shopping online (2020, Accenture Interactive Research)
- 50% want to view products without visiting a store
- 42% want to experiencing products before purchasing; to assess product features and capabilities
- 39% have increased confidence in purchasing decision via immersive tech
- 29% value changing, customizing or personalizing products with immersive tech
- 47% of consumers would pay extra for a product if they could customize or personalize it using immersive tech
- 47% of consumers say immersive makes them feel more connected with products
- 50%+ of consumers would better recall brands that engage with immersive technology
*we defined ‘Immersive tech’ tools that brands use to demonstrate the features and capabilities of their products and services digitally – such as 3D web or virtual reality, augmented reality, 360° video, 3D content and mixed reality.