Study finds augmented reality could revitalise brick-and-mortar retail: Page 3 of 3

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..

However, the study also found the following drawbacks from a customer's point-of-view:

  • not integrated enough with all my shopping (27.8%),
  • not fast enough to use regularly (26.9%),
  • not reliable enough to use regularly (21.6%),
  • time consuming to learn (20.1%),
  • ultimately, 65.5% of users expected the apps to go “mainstream” in five years or less, with some users (39.6%) indicating that will happen as early as in one-or-two years.

Increasingly prevalent in-store internet access and availability of high-speed internet access in many homes will facilitate the increased ease of AR app use in the retail industry.

www.wbs.ac.uk