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Published on April 11th, 2018 | by The GC Team


Retailers advised to invest in visualisation technology to boost online sales

A study has found that almost half of shoppers would be more inclined to purchase big-ticket items online if they had access to technology that helped them to better visualise and understand how products work, without having to see them in-store.

The survey of 1,000 shoppers, conducted by e-commerce agency PushON, found that 45% of people would be more inclined to spend larger amounts of money online if such technology was available to them before they commit to a purchase.

Specifically, 40% of consumers would like to use Augmented Reality (AR) technology – for example: via an app that would allow them to place virtual images of products in a real-word scenario – to test goods before they buy and to get a feel for how they will look in real life.

Technology seems to hold many of the answers when it comes to encouraging more people to shop online for higher-value purchases.

52% of shoppers think retailers should invest in technology that enables a better omnichannel experience so the shopping journey is seamless in-store and online, while 32% would like to use online services such as Artificial Intelligence chatbots to get instant answers to questions.

Meanwhile, 17% want to see one-click online shopping to make checking-out easier, but aligned with such convenience comes the demand for improved online security. 41% would like to see developments in this area so they feel confident that their money is safe when making expensive purchases.

Sam Rutley, managing director of PushON, said: “By utilising technology, such as digital chatbots that can act as online customer service assistants or AR apps to help visualise products, retailers will be able to provide shoppers with the same level of service and information they would get in-store.

“This will go a long way towards increasing consumer buying confidence through the higher levels of assurance this technology can offer, meaning they’ll feel comfortable spending more online.

“Technology is the future, and retailers can’t afford to ignore the changes that are happening within the sector – particularly when consumers themselves have clocked on to the benefits of investing in it.”

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