DigitalBridge-增强现实正在改变零售业（英文）-2017.9-18页-9mb

Augmented Reality - Changing the Face of Retail

Core Content

Augmented reality (AR) is increasingly being recognized as a transformative tool in the retail sector, particularly for visualizing high-value products like home décor. This report by DigitalBridge highlights the growing consumer demand for AR experiences and the potential commercial benefits for retailers.

Main Points

• Consumer Demand:

  • 41% of consumers expect AR in retail.
  • 33% of consumers would be more likely to make a purchase if they could preview products in AR.
  • 56% of 18-24 year olds prefer AR via wearable devices.
  • 20% of shoppers expect retailers to launch AR tools immediately after Apple's ARKit release.
  • 51% of consumers have delayed home improvements due to the "Imagination Gap" (inability to visualize the final product).
  • 74% of consumers expect retailers to use ARKit to develop AR tools.

• AR Adoption by Retailers:

  • Despite the availability of AR tools, 51% of consumers believe retailers are not utilizing them to their full potential.
  • Older shoppers (35-44, 45-54) are particularly dissatisfied with current AR offerings.
  • AR is seen as a more convenient and effective tool than virtual reality (VR) for product visualization.

• Preferred Access Methods:

  • 75% of consumers prefer AR integrated directly into a retailer's website, rather than via a dedicated app.
  • 17% think AR would work best via a dedicated app.
  • Some consumers still prefer in-store AR to get professional advice.

• Commercial Benefits:

  • AR can significantly reduce the time between browsing and purchasing.
  • 49% of consumers like the idea of testing multiple design ideas before making a decision.
  • 56% think being able to preview products in a real space is a major benefit, especially for large items.
  • 26% of consumers believe AR would make the buying process quicker by enabling sharing of design ideas.

• Integration with AI:

  • 64% of consumers would prefer AR paired with AI for personalized shopping experiences.
  • AI can suggest products based on browsing history and automatically show them in a customer's home.

• Wearable AR Future:

  • 37% of consumers would be more likely to use AR if it were accessible via wearable devices like Google Glass or Samsung Gear.
  • 56% of 18-24 year olds and 51% of 25-34 year olds prefer wearable AR.
  • There is a growing interest in wearable AR across all age groups, with 42% of 35-44 year olds and 32% of 45-54 year olds also expressing interest.

• Brand Building Potential:

  • 50% of consumers say they would be more likely to shop with a brand offering AR or AI.
  • 69% of 18-24 year olds would be more loyal to a brand using AR.
  • 59%, 48%, and 46% of 25-34, 35-44, and 45-54 year olds respectively would be more loyal to a brand using new technology.

• KBB Market Impact:

  • The kitchen, bedroom, and bathroom (KBB) market is particularly affected by the "Imagination Gap".
  • In the UK, the KBB market is worth £3bn annually, with the kitchen furniture market projected to reach £1.83bn by 2019.
  • In the US, the KBB market is estimated to be worth $48.6 billion, with significant potential for growth.
  • Over half of UK homeowners have put off renovations due to the "Imagination Gap", resulting in potential losses of millions to billions.

• Consumer Behavior:

  • 37% of consumers currently buy KBB products in-store for professional advice.
  • If AR is available, 41% would be more likely to shop online.
  • 68% of consumers would be more likely to make an on-the-spot purchase with AR visualization.

Key Information

• ARKit and ARCore: These platforms have made AR more accessible and are expected to drive its adoption in retail.
• Imagination Gap: A major issue in the KBB market, where consumers delay purchases due to uncertainty about how products will look in their homes.
• Technology Integration: Consumers prefer AR integrated directly into websites rather than through apps, with mobile being the preferred device.
• Wearable AR: Expected to become a key part of the future, with Apple and other companies investing in this space.
• Brand Loyalty: AR and AI are seen as important for building brand loyalty, especially among younger consumers.

Conclusion

Retailers who fail to adopt AR risk falling behind in a rapidly evolving market. The technology has the potential to solve the "Imagination Gap" and improve the shopping experience, leading to increased sales and customer loyalty. As AR becomes more mainstream, the opportunity for retailers to integrate it into their offerings is significant, and those who act quickly are likely to gain a competitive advantage.