Study finds augmented reality could revitalise brick-and-mortar retail

September 17, 2017 //By Jean-Pierre Joosting
According to a study from Warwick Business School, augmented reality shopping apps can provide consumers with richer experiences and greater value that can lead to increased store footfall and conversion rates for brick-and-mortar retailers. The study also found that AR apps can help to reduce return rates at traditional retailers..

In spite of brick-and-mortar retailers facing increasing pressure from online competitors, the study suggests that AR is able to provide consumers with benefits ranging from greater shopping efficiency to entertainment that can increase the likelihood of store visits and in-store purchases.

“Augmented reality mobile applications for shopping can boost retailer performance by many measures: increased market share, sales and profitability,” said Scott Dacko, Associate Professor of Marketing and Strategic Management at Warwick Business School, who authored the research.

The study, which is based on two large-scale surveys of consumers using AR shopping apps in the US, including a survey of 21,467 smartphone users in the US, further establishes consumer views on the value of AR shopping apps including:

  • 48.8% are happier with the items purchased after using mobile AR apps,
  • 41.2% are more likely to purchase from the retailer,
  • 41.1% are more likely to tell others about the retailer,
  • 39.0% are more likely to visit the retailer again,
  • 37.2% are more satisfied with the retailer,
  • 29.2% are more loyal to the retailer.