Shoppers are craving more augmented reality tools for online shopping

Wayfair augmented reality

Wayfair

Almost half of shoppers (45%) say they would spend larger amounts online if they had access to technology to help them better visualize what they’re buying, according to new research from e-commerce agency, PushON.

The survey of 1,000 shoppers, also showed 40% of them more specifically would like to use augmented reality (AR) technology to test a product out virtually before they buy it to get a feel for how it would look in real life.

Over half of shoppers (52%) believe retailers should be investing in technology to create a seamless link between in-store and online shopping, which we’re increasingly seeing AR enable.

According to Sam Rutley, managing director of PushON, utilizing AR in this way will help to provide shoppers with the same level of service and information that they’d receive in store. “This will go a long way towards increasing consumer buying confidence through the higher levels of assurance this technology can offer, meaning they’ll feel comfortable spending more online. Technology is the future and retailers can’t afford to ignore the changes that are happening within the sector – particularly when consumers themselves have clocked on to the benefits of investing in it.”

The research comes as more retailers are indeed beginning to invest in such technology to enhance the online shopping experience for customers.

Earlier this year, Ikea launched its Place app, using Apple’s ARkit to allow customers to virtually try out furniture in their own homes. The app places 3D, true-to-scale models of Ikea’s range of furniture to help give an accurate indication of the item’s size, design and functionality in your own home. Other homeware stores including Wayfair and Lowe’s are doing similar things.

Meanwhile, AR is also becoming important for fashion. Zara has recently begun trialling the technology in its physical stores to encourage shoppers to see models come to life on their mobile phones, while luxury brands such as Gucci are using it for immersive storytelling.