TECH BUYER Oct 2022 - IDC PeerScape - Doc # EUR149775322

IDC PeerScape: Practices to Successfully Implement Immersive Technologies in Retail


Sofia Poggi
Ornella Urso
Filippo Battaini

This IDC PeerScape identifies the main challenges that peers in the retail industry must overcome through immersive technologies: product visualization and trial online, empowerment of store associates, store attractiveness, and the pursuit of true customer loyalty. Retailers that implemented immersive technologies have achieved enhanced online customer confidence (i.e., virtual try-ons and 3D product representation), better employee satisfaction and motivation (i.e., VR for training and collaboration), improved ability to attract and retain customers in-store as well as more efficient purchase experiences (i.e., VR in-store experiences and AR virtual mirror used as interface for in-store technology ), and more attractive alternatives to traditional loyalty scheme (i.e., AR gamified experiences, digital collectibles and NFTs).

"Bridging the gap between the physical and digital worlds, immersive technologies generate a sense of presence and relevance that will significantly transform both customer and employee experience. Getting over the initial hype, retailers should approach these powerful and quickly developing technologies with clarity — too much is at stake if they miss the opportunity," said Sofia Poggi, research analyst, IDC Retail Insights.



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