Source: IKEA
Immersive technologies — i.e., augmented reality (AR), 360° video, 3D content and virtual reality (VR) — are advanced, affordable and increasingly being welcomed by consumers looking for greater confidence in making online purchases, according to a recent study.
The research from Accenture Interactive describes immersive technologies as the "missing link" between the trust that comes from touching and trying products before buying in-store and the doubts that come from online purchases.
"The reality is that rotating a 3D model of a designer handbag or seeing a 360° video of an oceanfront rental home is more than a cool interaction. It is an exercise in truth seeking," wrote Accenture in the study. "Unlike anything else in digital commerce, immersive experiences provide accessibility and tangibility."
The tech’s potential was shown through a global survey taken in March among 3,000 consumers who relied on immersive technologies to evaluate and/or purchase a product and/or service online over the previous six months.
Asked about their top motivations for trying out immersive technologies when shopping online, the top answers were:
- Viewing products without visiting the store, 52 percent;
- Assessing product features and capabilities, 42 percent;
- Experiencing products before purchasing, 42 percent;
- Increasing confidence in purchasing decision, 39 percent;
- Changing, customizing or personalizing products, 29 percent.