© 2016 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com1
AUGMENTED REALITY IS CHANGING THE RETAIL LANDSCAPEAugmented reality has been taking a central role in the shopping experience in recent years and retailers are
exploring new ways to utilize this tool. With investments in augmented reality expected to reach $105 billion
by 2020, it is clear that augmented reality is a technology worth exploring for the modern retailer.
Augmented reality is defined as an enhanced version of reality created by the use of technology to overlay
digital information on an image of something being viewed by a device such as a smart phone. When a
shopper uses augmented reality, it can help them picture a jacket or a pair of shoes in a variety of colors,
for example. This technology can make shopping simpler by providing a convenient way to read product
information and, ultimately, to make a purchase.
Interactions surveyed over one thousand people from across the United States to take a closer look at the
ways in which people like to use augmented reality as part of their shopping experience. In this report, we’ll
look more closely at the ways in which augmented reality is shaping and enhancing people’s shopping
experiences, and how people most prefer to engage with this new technology.
The results from this survey indicate that shoppers like being given the opportunity to explore, play, and learn
more about their prospective purchases using augmented reality. The survey shows how augmented reality
is having an impact on retail today and how retailers can best utilize this tool to provide an innovative and fun
shopping experience, while increasing traffic and sales.
METHODOLOGY AND DEMOGRAPHICSIn August 2016, Interactions conducted a survey with 1,062 shoppers across the United States to assess their use of augmented reality within their regular shopping habits. The demographics are represented by the following groups across gender, age, and region of the country.
58% Female
42% Male
18-24:
14%25-34:
26%35-44:
23%45-54:
19%55-64:
18%
23% NORTHEAST
21% WEST
24% MIDWEST
32% SOUTH
© 2016 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com 2
CHANGING TODAY’S SHOPPING EXPERIENCE SHOPPER DIAGNOSTIC
47% of those shoppers like to use
augmented reality both online and in-store
71% of people would shop at a
retailer more often if they offered
augmented reality
61% of shoppers
prefer to shop at stores that offer
augmented reality, over
ones that don’t
40% would be willing to pay more for a product if they could experience it through
augmented reality
TIP! Embed a purchase
button at various places in the augmented reality experience,
to further drive foot traffic and sales.
Over one third of all shoppers already use augmented
reality while shopping
3
PREFERENCES & POPULARITY
© 2016 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com
77% of shoppers want to use augmented
reality to see product differences such as a
change in color or style
The most popular items to shop for with augmented reality:
60% furniture 55% clothing 39% grocery35% shoes
25% make-up 25% jewelry
22% toys
65% want to use augmented reality to
learn about additional product information
TIP! Work with your team to
make a store or product-specific game
on your app to encourage people to play with and
experience products.
55% say
augmented reality makes shopping fun
© 2016 Interactions Consumer Experience Marketing, Inc. | www.interactionsmarketing.com 4
68% spend more
time at a retailer if they can shop with augmented reality
45% like that augmented reality helps them save time
41% like to use augmented reality specifically
to find out about deals or special promotions
TIP! Make special discounts
available only through your augmented reality experience
61% say that augmented reality
has changed where they shop
72% have purchased
items that they
weren’t planning
on because of
augmented reality
This document is the result of primary research performed by Interactions Consumer Experience Marketing, Inc. Interactions’ methodologies provide for objective fact-based research and represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Interactions and may not be reproduced, distributed, archived or transmitted in any means without prior written consent by Interactions.
Interactions is the global leader in innovative retail solutions and experiential marketing for retailers and brands.
Our workforce of more than 45,000 associates creates and produces nearly 3 million consumer events every year.
Interactions’ integrated sales and marketing programs engage shoppers in-store and outdoor, provide insights into shopper behavior and customer service, and enable retailers and brands to make smarter business decisions and drive significant sales increases.
Founded in 1988, the company has offices around the globe and operates in North America, Europe, South Africa, Australia and Asia.
For more information, visit interactionsmarketing.com.
This report’s primary research was conducted in August 2016 by Interactions with a sample of 1,062 shoppers from across all geographies in the United States, with a sample of men and women ranging in age from 18 to 64. For more information on how to make this data work for you, visit www.interactionsmarketing.com.
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