target audience: TECH BUYER  Publication date: Aug 2022 - Document type: IDC TechBrief - Doc  Document number: # EUR149567022

IDC TechBrief: Augmented and Virtual Reality Technologies in Retail


  • Filippo Battaini Loading
  • Sofia Poggi Loading
  • Ornella Urso Loading


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This IDC TechBrief provides IT leaders with an executive snapshot of AR and VR technologies and seeks to provide them with a basic working knowledge of the concept, urgency of retailers' investments, descriptions of key adjacent technologies, and a shortlist of potential products and vendor partners.

"Even if deeply intertwined, AR and VR remain two distinct technologies. AR has major applications in customer engagement, while there are emerging VR uses cases for collaboration and workforce upskilling," said Sofia Poggi, research analyst, IDC Retail Insights. "Retailers that implemented these technologies have achieved positive outcomes in terms of cost efficiency, enhanced collaboration, and higher customer/employee satisfaction. In addition, AR and VR are the building blocks of the prospective metaverse, and retailers that aim to enter it must acquire and master these technologies."


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