Augmented reality and the metaverse are beginning to appeal to consumers (Image: Fotolia)
Almost two-fifths of UK consumers now want to use augmented reality (AR) and the metaverse to find product information as part of their buying journey, new research reveals.
An original study of over 1,800 shoppers conducted by Akeneo in its 2022 B2C Survey: Product Experience Satisfaction Around the World report, also reveals that a third (32%) of UK consumers wanted to be able to use voice commerce technology to learn more about the goods and services they are looking to buy, while 37% would be willing to use chatbots in the future as part of product discovery in their buying journeys.
As the digital demand for product information grows, the role of the store in providing product information remains; 72% of respondents say they use multiple sources and channels when researching a product and deciding what to buy, and an additional 81% began researching a product in-store and then purchased it online.
This omnichannel expectation of access to product information becomes even more important because insufficient product information not only leads to lost sales and abandoned purchases, but also risks diminishing brand loyalty. Six in ten (62%) said they would abandon a purchase because of poor product information, while two-thirds (65%) would stop buying from a brand altogether because of poor product details. product, saying they would lose trust with that retailer.
“The way we buy is changing rapidly and it’s critical to understand not only how and where consumers are interacting with your products, but also what their expectations are of your brand,” says Fred de Gombert, CEO of Akeneo. “The product experience you design for your various online channels must first be consistent and then continue across all points where your consumers will shop and return, whether digital or physical. This survey provides merchants a roadmap of what to prioritize when thinking about their omnichannel strategy, with rich and consistent product experiences at the top of the list.