Research project This project explores how technical solutions can support consumers in visualizing products in stores, both physical and online. Through interviews and experiments, we examine how presentation techniques, including AR, affect experiences and purchase intentions. Results show increased engagement but highlight challenges in usability and accuracy, offering insights and recommendations for retail development.
The research project aims to increase understanding of how technical tools, such as augmented reality (AR), can enhance consumers´ experience of products both physically and digitally. Through empirical studies, including interviews and experiements, the project has identified barriers to product visualization and proposed solutions that can improve customer satisfaction and reduce returns. The results show that advanced visualization techniques can boost engagement, but there is a need for clear instructions to facilitate their use.
Handelsrådet
In today's retail industry, the ability to visualize products is a crucial aspect of the shopping experience. Consumers often have to imagine what a product looks and feels like, especially when shopping online or buying products that are not in stock in physical stores. This research project aims to investigate how technological solutions, such as augmented reality (AR) and interactive images, can improve consumers' visualization and thereby enhance their shopping experience.
The project involves researchers from Stockholm University, Stockholm School of Economics and Umeå University, as well as the retail companies Ikea and Childrenshouse. The goal is to increase understanding of how consumers' visualization of products can be facilitated through various technological solutions. Through a series of empirical studies, including interviews and experiments, data is collected on consumers' reactions to product visualizations.
The results show that many consumers have difficulty judging products based on images, which can lead to dissatisfaction and return. By implementing technological solutions such as AR, retail companies can increase consumer engagement and satisfaction. According to our studies, AR can not only improve the visualization of product size and appearance, but also reduce the gap between digital and physical experience.
To benefit from these insights, we recommend that retailers invest in technological solutions for product visualization, including AR and interactive images. This can not only improve the customer shopping experience, but also increase the company's profitability by reducing returns and increasing customer satisfaction. By adapting technological solutions to the needs of different customer groups, retailers can achieve a more inclusive and engaging shopping experience.
