Summary
Augmented and virtual reality are moving from novelty to genuine competitive necessity in retail, as consumers increasingly expect immersive tools that help them evaluate products before buying, especially online. Global research shows a majority of shoppers are already interested in using AR for shopping assistance, signalling that retailers who delay adoption risk falling behind on customer expectations.
Five real-world applications of AR and VR technology, adopted by retailers of varying sizes, illustrate how the technology solves specific customer experience challenges rather than being deployed for its own sake. The selected examples span different retail categories and business functions, offering a practical reference point for retailers assessing where immersive technology might fit within their own operations.
What separates successful AR implementations from those that fail to gain traction comes down to a clear understanding of the specific customer journey problem being solved, rather than treating AR as a standalone marketing gimmick. Tracking engagement data across AR touchpoints allows retailers to identify which functions actually drive conversion, while web-based AR is emerging as a growing alternative to dedicated mobile applications, particularly for retailers seeking to reach shoppers beyond their existing customer base.
- Five AR/VR applications spanning different retail categories and business functions
- WebAR versus in-app AR as strategic choices depending on target audience
Retailers evaluating immersive technology investments will find a grounded starting point rather than speculative hype.
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