TECH SUPPLIER Jun 2020 - IDC Survey Spotlight - Doc # US46551819

Retail and Consumer Goods Manufacturers Look to AR/VR for Innovation and Service

By: Jeffrey HojloProgram Director, Product Innovation Strategies


This IDC Survey Spotlight focuses on brand-oriented value chain (BOVC) manufacturers' planned and continued investment in AR/VR and the key initiatives they are focusing on today with this technology. The BOVC includes apparel, footwear, CPG, consumer goods, and retail manufacturers.

IDC's 2019 Product and Service Innovation Survey revealed a growing planned focus on AR/VR in support of product design and development, service planning, and service execution. More recently, IDC completed wave 5 of the COVID-19 Impact on IT Spending Survey, a biweekly survey that tracks business and IT spending sentiment.

Key takeaways of the data within this IDC Survey Spotlight include:

  • BOVC manufacturers are planning to use AR/VR for improved customer engagement, product design, and customer self-service and enhanced service delivery.
  • While AR has largely gained traction supporting service use cases, there is increased interest in using AR for product design and development.
  • A majority of manufacturers and retailers continue to plan investment in AR/VR post pandemic as one of the digital tools that will enable and improve collaboration with colleagues and customers.


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