Dopple talks to industry leaders about what they expect from 3D and augmented reality in 2023
CHARLESTON, SC, December 6, 2022 /PRNewswire/ — There are still several weeks left in 2022, but the eyes of the retail world are already on 2023, anticipating the challenges, opportunities and threats of the year ahead.
Among the top topics of conversation is immersive technology and the many ways it is expected to impact businesses in the short and long term. Virtual reality, augmented reality, 3D, metaverse, so many words buzzing in headlines and newsletters announcing what the next big thing will be. Arguments can be made for any or all of these technologies to accelerate in 2023, but they all depend on the catalyst of innovators in space who are ready to take the leap.
We spoke to five of these innovators about what they expect to see in and around virtual reality, augmented reality, and the metaverse in 2023. Here’s what they had to say.
“Technology will continue to impact brands’ relationships with customers in 2023. As forward-thinking brands embrace technology to create immersive brand experiences, they must focus on the human element of those interactions. with consumers. The use of this technology is expected to accelerate over the next year, and brands that facilitate the growth of the human ecosystem needed to support it will ultimately win. While the technology is cool and enables consumers to experience brands in ways they never could before or could previously only do in physical environments, Brands need to remember that their technology is NOT their brand. beyond using technology to power transactions in a mixed reality universe and using technology to foster authentic connections ic, meaningful and emotional that build long-term trust. Customers are human, and humans value experiences over products. While virtual try-ons and 3D product views can speed up real-time purchasing decisions, they barely scratch the surface of what’s possible with technology to improve customers’ use of their products. Brands focused on long-term brand growth can use Metaverse apps for everything from advertising and entertainment to building communities and immersive online support experiences that make brands indispensable to their customers beyond initial transactions.
“More than ever, people are experiencing brands and their products for the first time digitally. The internet has created an endless store shelf, with an endless variety of products available for shoppers to view and explore. To stand out, brands must exceed consumer expectations in product presentation compared to physical retail and competing products in the digital sphere.We expect to see an increasing number of brands turning to 3D and augmented reality to create engaging product experiences that convert.Those who are already leveraging 3D and augmented reality are finding significant results in KPIs such as time spent, conversions and reductions in returns.”
Initiated in AR
“A key question is, will an economic downturn help or hurt XR? Certain segments could hurt (consumer VR given that it’s discretionary spending). Other areas could benefit, such as enterprise AR and being more efficient with less headcount using things like remote support.Also, in AR marketing, slowdowns tend to favor emerging and cloud-based formats. performance, as brands and agencies are forced to rethink their media mix.We’ve seen this happen with search (after the dot-com collapse) and social media (after the financial crisis).
Speaking of the macro environment, will this finally trigger the backlash of metaverse mania. I predicted it would happen in 2022 and it was completely untrue. But the backlash seems primed now as the metaverse becomes fatigued as a buzzword, and there’s no immediate gratification (tech press and mainstream consumers have short attention spans). Also, in an economic downturn, there may not be as much patience for a frivolous vision of the future as there is for focusing on real business results today.”
Going through Initiated in AR“We have only created suggestions for augmented reality experiences. Highlighting the gap between augmented reality and augmented virtuality is to elevate the conversation about experience design and not the sport of pedantic analysis of the terminology.
We are in an exciting time for mixed reality. No set rules or conventions firmly exist. We are probing them. Yes, we will make bad choices, but we will also make fundamental choices that will define the future of human-computer interactions in mixed reality.”
“Buyers are looking for and adopting better experiences, and sellers are looking for shopping efficiency. 3D and AR enable immersive experiences that meet heightened consumer expectations, while improving seller results for their most important KPIs; namely, higher and more profitable conversion rates, lower returns and happier customers. The return on investment of 3D and AR is no longer in question, the the results have been seen and shared by the largest big-box retailers, to individual businesses and startups operating on the most popular e-commerce platforms. »
Start with 3D and augmented reality in 2023
61% of consumers surveyed by NielsenIQ indicated that they prefer to shop with retailers that offer Augmented reality experiencesand sales influenced by viewing AR products are expected to exceed $57 billion by 2025. To learn more about immersive brand experiences and visual commerce, contact double today.
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