2017 and Beyond: Digital Innovation
By 2020, 100 million consumers will shop in augmented reality.
The popularity of augmented reality (AR) applications, such as Pokémon GO, will help bring AR into the mainstream, prompting more retailers to incorporate it into the shopping experience. As mobile device usage becomes an ingrained behavior, further blurring the lines between the physical and digital worlds, brands and their retail partners will need to develop mechanisms to leverage this behavior to enhance the shopping experience. Using AR applications to layer digital information — text, images, video and audio — on top of the physical world, represents one such route to deeper engagement, both in-store and in other locations. For example, a consumer pointing the IKEA catalog app at a room in his home can “place” furniture where he’d like it to go. This real-world element differentiates AR apps from those offering virtual reality (VR).