Augmented Reality Takes Baby Steps in Canada - eMarketer

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Augmented Reality Takes Baby Steps in Canada

Implementations could drive conversions at retail

November 5, 2015

Augmented reality (AR) is still in its infancy, despite entering the vocabulary of many marketers several years ago. According to July 2015 research from the Canadian Marketing Association (CMA), LoyaltyOne and Humber, just 4% of marketers in Canada have implemented an AR strategy.

Augmented Reality (AR)* Users vs. Non-Users in Canada Who Are Likely to Use Select Shopping-Related Technologies/Features, July 2015 (% of respondents)

A few more are planning one: 7% reported they will implement such a strategy within the next year.

AR could provide a boost to marketers looking to drive action at retail, the survey suggested. Among consumers in Canada who already use AR, a variety of shopping-oriented activities were more common than among non-users of such services.

For example, AR users were more than 50% more likely to check store inventory or availability than non-users, nearly 72% more likely to look up additional product information, and about 64% more likely to read product reviews.

In the US, consumers and retailers alike have shown a budding interest in high-tech experiences like virtual reality (VR).

Successful adoption of such experiences will require buy-in on both ends, however. Consumers, for example, have to make some effort to experience AR at all, by learning about it, downloading an app or using a wearable device. And that effort will have to be rewarded with something worthwhile from retailers or marketers, or consumers may abandon the channel.

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