What They Say
A survey of 4,000+ shoppers in the U.S. the U.K., Saudi Arabia, and France suggested that the use of AR technology can reduce the number of returns in ecommerce. The survey was commissioned by Snap Inc. and advertising agency Publicis Media.
The survey found that 88% of the respondents said that they were more confident in their online purchases after experiencing the items through AR.
According to the report, consumers from Generation Z are more likely than Millennials to purchase products they experienced through AR technology.
What We Think
I often come back on the topic of ecommerce in returns to the experience of Colorific years ago. It developed ‘True Internet Color’ to more accurately represent colours on websites to the user’s monitor. However, what retailers discovered is that the online and real world experiences were different. Customers buy fashion because they like the colour on the display. They then make a separate decision when they see the product as to whether they like it or not. It doesn’t matter if it’s not identical.
AR might be helpful, but I think the same kind of logic would apply. (BR)
