A new study conducted by Magid, a consumer-centred business strategy and research company, has revealed that both VR and AR can play a crucial role in enhancing brand perception.
The study, which comprised a series of focus groups in Los Angeles and New York along with tech enthusiasts who had earlier experience of VR, revealed that while VR content was found to drive emotion, the AR content was making more sense for daily integration.
The study also found that words like ‘realistic’, ‘immersive’, ‘curious’, ‘exciting’, ‘fantasy’ and ‘escape’ are the one that consumers are connecting with VR. In case of the AR content, consumers connected words that included ‘interactive’, ‘curious’, ‘frustrating’, ‘practical’, ‘analytical’, ‘excited’ and ‘lifelike’. The sit-back-and-relax experience that VR provides is the main reason why people take it as more of an entertainment technology.
The study concluded that both AR and VR can have a positive impact on the perception of the brand, if either of them enhances the experience in a purposeful way.
Earlier this month Gartner, in its latest report titled ‘Include 5G and Next-Generation Wireless in Roadmaps to Elevate In-Store Retail Customer Experience’ has found that by 2022, 100 million consumers will shop with AR online and in-store. Hanna Karki, principal research analyst at Gartner said: “The impact of AR or VR in retail can be transformative. Retailers can use AI as an extension of the brand experience to engage customers in immersive environments and drive revenue.”