Virtual Reality (VR) is the use of computer technology to create a simulated environment. Unlike traditional user interfaces, VR places the user inside an experience. In Virtual Reality (VR), the users’ perception of reality is completely based on virtual information. In Augmented Reality (AR) the user is provided with additional computer generated information that enhances their perception of reality.
Augmented reality blends what the user sees in their real surroundings with digital content generated by computer software. The additional software-generated images with the virtual scene typically enhance how the real surroundings look in some way.
Consumers today are more demanding about shopping process. They want to get info about products they want to buy without foregoing time or effort. Augmented and virtual reality (A/VR) technology is a solution that meets bigger shopper expectation. A/VR is a technology that can provide the solutions needed to simplify people busy life. Nielsen Case Study about understanding Viewer Engagement in New Environments, confirms it. This study showed that VR environments are meaningfully more engaging than 360-degree video or TV environments. It was found that content in VR is more emotionally engaging than content in other environments, eliciting a 27% higher emotional engagement than the TV experience.
A/VR technology are allowing shoppers “virtually try before you buy” scenarios and smarter decision making for consumers, especially when purchasing new or unknown products. So, as global consumers listed A/VR as the top technology they’re willing to use to assess products, Companies gets the tools to reach out to consumers where they are. A/VR technology is opening up doors for companies to interact, engage and share information with consumers. Artificial intelligence and machine learning is expected to drive more intelligent data interpretation, allowing businesses to personalize, predict and recommend products and offers based on shopper habits and preferences. The same data and technology will also give companies a better sense of how their marketing investments are attributed to sales outcomes, helping them to optimize and individualize future campaigns.
With all this in mind, it is not hard to imagine how A/VR technology will make a major impact on and change conventional shopping experience in the next years.