Technology drives the world forward. That idea became even more evident as the COVID-19 pandemic presented countless challenges over the past year, and as it continues to do so throughout 2021. With people all over the world staying inside, distancing from one another, and avoiding in-person shopping, industries need ways to bring sales to the consumers.
Due to this new dynamic, e-commerce has taken off like never before. Whether it’s food delivery, games, or online shopping for cosmetics, furniture, and clothes, the digital realm is the place to be.
One of the most critical ways to adapt is through the use of augmented reality (AR) and virtual reality (VR). These two categories of technology immerse people into the digital realm or bring the digital realm to the consumer. Since they require no interaction, AR and VR are an ideal strategy for businesses during this pandemic and afterward.
Artificial intelligence (AI) deserves much of the credit for the personalization aspects of AR and VR shopping. Since AI tech is already in use in plenty of other industries, it’s now exponentially growing for consumers. However, it’s ultimately a combination of effort and technology that allows consumerism to thrive despite a pandemic.
How AR Innovates
AR brings elements from the virtual world to life. Apps like Snapchat have been using AR-based filters for years. Pokémon: Go was the peak of entertainment during the summer of 2016, using AR to bring the creatures into the real world. Now, retailers can use that same technology.
A recent development from Snapchat, in partnership with Kohl’s, is Kohl’s AR Virtual Closet. This app lets consumers virtually try on clothes and make a purchase from any location. Similarly, IKEA uses AR to bring furniture to life inside a home. Consumers can place it and change the color before deciding to purchase.
The cosmetics industry has already widely adopted this technology. Amidst criticism of its wastefulness, the industry must focus on greener solutions immediately. Using AR and VR could improve those dynamics with fewer items going to waste and fewer emissions from returns.
L’Oreal, Neutrogena, and Perfect Corp have apps and connected mirrors where consumers can try on products using AR. Beyond that feature, these apps can also use AI to give recommendations and match products to skin tones.
In a time when hygiene and sanitation are key, these apps will help keep people safe at home when in-person cosmetic shopping is dangerous.
How VR Changes the Field
While AR brings elements of the virtual world into the real world, VR does the opposite. A consumer can wear a headset or glasses to put themselves into a 360-degree digital universe. Typically, this dynamic has succeeded the most in gaming. PlayStation VR and Facebook’s Oculus headset are innovators in the field.
Now, retail is catching on. VR lets consumers take a tour of a potential future or test out items before they buy. One instance is Lowe’s VR headset, where customers can test out tools in the digital realm. If it’s what they want, they can buy it. If not, they will test out something else.
This idea boosts engagement and increases customer satisfaction. They will be less likely to return an item if they have already tried it out virtually. Therefore, the consumer will not need to come into the store, which is a potential risk during the pandemic.
Businesses are now expanding on this concept. If consumers can try out one item, whether it’s clothing or a power tool, they may soon be able to experience an entirely virtual store, like the Snapchat and Kohl’s AR collaboration. Upon wearing a VR headset, a shopper may soon be able to look around a shop and see what’s in stock, buy, and receive the item in the mail ” all without leaving their home.
This concept is already working for tourism, where individuals can experience a location all the way across the map through their VR headset. Since tourism has been down in the same way that brick-and-mortar shopping has, it only makes sense to apply the same VR idea to retail now.
How Tech Has Changed Consumerism Forever
Now that retailers are using AR and VR to connect with customers from any location, this trend is only going to grow from here. The pandemic spurred this necessity, and as businesses adapt, new paths open up.
VR and AR add innovation, personalization, accessibility, and creativity to familiar shopping experiences. Industries of all kinds can then get ahead of the pandemic’s obstacles and deliver for consumers in new ways ” it’s a win-win for everyone.
