[Informe de investigación] Se espera que la realidad virtual y la realidad aumentada en el mercado minorista crezca de 3147,58 millones de dólares en 2020 a 17864,86 millones de dólares en 2028; se estima que crecerá a una tasa compuesta anual del 24,8 % durante 2021-2028.
Los departamentos de atención al cliente han mejorado considerablemente en los últimos años debido al potencial de las aplicaciones basadas en IA. chatbots y asistentes virtuales. Por otro lado, la realidad virtual (VR) en el servicio al cliente está demostrando ser un punto de inflexión para los minoristas en términos de compromiso y felicidad del consumidor. Los chatbots luchan con la resolución remota de problemas, que es un componente difícil de lograr correctamente en la atención al cliente. Sin embargo, cuando ambas partes pueden percibir lo que la otra ve y siente, incluso las cuestiones básicas y difíciles pueden resolverse en menos tiempo. No hay mejor manera para que las empresas demuestren cuánto respetan a sus clientes que implementando excelentes iniciativas de servicio al cliente, y la realidad virtual es el tipo de tecnología más avanzada que está ayudando a la industria minorista a lograrlo. La realidad virtual crea una experiencia totalmente inmersiva con un poderoso efecto sensorial y una fuerte conexión emocional con los usuarios. Las empresas están aprovechando esta conexión para interactuar con los clientes de formas nuevas y relevantes. Es más probable que los clientes repitan compras y se vuelvan leales a la marca para toda la vida cuando están conectados emocionalmente con una marca. Los clientes pueden tener una experiencia de compra inmersiva que les haga sentir como si estuvieran física y emocionalmente comprometidos con una marca. Además, la realidad virtual proporciona a los consumidores un nivel de experiencia muy realista. Para mostrar artículos de nuevas maneras, los especialistas en marketing pueden crear una variedad de anuncios de realidad virtual emocionantes, estimulantes, aterradores e incluso emotivos. Por ejemplo, The North Face ofreció una experiencia de realidad virtual inmersiva del paisaje de Nepal para ayudar a los clientes a conectarse con la identidad de la marca. Como resultado, el uso creciente de soluciones de realidad virtual en todas las marcas minoristas está impulsando el mercado de la Realidad Virtual y la Realidad Aumentada en el Comercio Minorista.
Impacto de la pandemia de COVID-19 en Realidad virtual y realidad aumentada en el mercado minorista de América del Norte
Con la pandemia de COVID-19 propagándose por los EE. UU., todas las industrias se han visto gravemente afectadas. Como resultado, cualquier impacto en la industria tiene un impacto directo en el crecimiento económico de la región. El inusual aumento en el número de casos de COVID-19 en EE. UU., así como el consiguiente bloqueo para combatir la propagación del virus por todo el país en los dos primeros trimestres de 2020, ha llevado a muchas empresas a prepararse para lo peor. En 2020, las inversiones en tecnología experimentaron una caída por las razones antes mencionadas. Sin embargo, la industria minorista ha estado adoptando tecnologías como la realidad virtual y la realidad aumentada mucho antes de la pandemia.
Según el informe del índice minorista de EE. UU. 2020 de IBM, la pandemia ha acelerado el cambio hacia las compras digitales en unos cinco años. Experiencias virtuales de "probar antes de comprar" que van desde una vista previa de muebles y productos para el hogar de marcas como IKEA y Home Depot hasta probar digitalmente marcas de moda de lujo como Louis Vuitton y Gucci. De manera similar, la herramienta de prueba de belleza virtual Ulta de GLAMlab, que se estableció hace cuatro años, ha experimentado un aumento en su utilización durante la pandemia. Además, cuando las tiendas del fabricante de joyas Kendra Scott cerraron temporalmente, la empresa implementó una aplicación de realidad aumentada que permitía a los compradores probarse visualmente numerosos estilos de aretes desde la comodidad de sus propios hogares. Por lo tanto, el aumento en la adopción de AR por parte de los clientes y el aumento de la inversión en tecnología por parte de los minoristas durante la pandemia han impactado positivamente el crecimiento del mercado en toda la región.
regiones lucrativas para la realidad virtual y la realidad aumentada en los proveedores minoristasRealidad virtual y realidad aumentada en Perspectivas del mercado minorista
Las crecientes inversiones de los minoristas en tecnologías AR y VR impulsan el crecimiento de la realidad virtual y la realidad aumentada en el mercado minorista
Las tecnologías de realidad mixta, como AR y VR, brindan una gran cantidad de Promete que las empresas brinden a los clientes nuevas formas de interactuar con sus marcas, ya sea llevándolos a otro mundo o enriqueciendo el mundo en el que se encuentran ahora. Debido a los avances en la tecnología móvil, la realidad aumentada ha ganado popularidad en los últimos años, permitiendo a los clientes visualizar y probar cosas antes de comprarlas. Varias marcas minoristas están invirtiendo en estas tecnologías.
- En 2020, Burberry lanzó su nueva función de realidad aumentada que permite a los clientes ver representaciones 3D de sus artículos en el mundo real a través de la Búsqueda de Google.
- Apple, Inc. mejoró su aplicación Quick Look de realidad aumentada en 2020, permitiendo a los compradores comprar cosas dentro de la aplicación con un solo toque.
- En 2019, Lululemon invirtió en Mirror, una empresa de tecnología de fitness. que utiliza espejos inteligentes para realizar sesiones de ejercicio en los hogares de sus clientes.
- En 2019, GOAT introdujo su innovadora función de realidad aumentada "Try-On", que permite a los clientes probarse digitalmente zapatos raros y exclusivos antes de fabricarlos. una compra.
Por lo tanto, se espera que el aumento de la inversión por parte de las empresas minoristas globales en tecnologías AR y VR impulse el crecimiento de AR y VR en el mercado minorista durante el período de pronóstico.
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Información de mercado basada en tipos
Según el tipo, la realidad virtual y la realidad aumentada en el mercado minorista se segmentan en AR y VR. En 2020, el segmento AR lideró la realidad virtual y la realidad aumentada en el mercado minorista, representando una mayor participación en el mercado.
Realidad virtual y realidad aumentada en el mercado minorista , por tipo, 2020 y 2028 (%)Información del mercado basada en aplicaciones
Basado en la aplicación, el La realidad virtual y la realidad aumentada en el mercado minorista se segmentan en venta minorista en línea y venta minorista fuera de línea. En 2020, el segmento minorista en línea representó una mayor participación de mercado.
Información estratégica
Los actores que operan en la realidad virtual y la realidad aumentada en El mercado minorista adopta estrategias como fusiones, adquisiciones e iniciativas de mercado para mantener sus posiciones en el mercado. A continuación se enumeran algunos desarrollos de actores clave:
- En marzo de 2021, Epson, líder mundial en tecnología de imágenes y proyección, anunció el Moverio BT- 40 y BT-40S, una nueva generación de gafas inteligentes de realidad aumentada (AR) Moverio galardonadas diseñadas para ofrecer una experiencia de visualización de RA de alta calidad con la máxima comodidad.
- En mayo de 2021, Marxent había anunciado una expansión de su división de análisis de datos minoristas 3D y la incorporación de una nueva posición de liderazgo en análisis de datos. John Bastone, anteriormente de SAS, dirigirá la práctica ampliada de análisis de comportamiento de la empresa en su función de Jefe de Gestión de Productos.
La realidad virtual global y la realidad aumentada en el mercado minorista se ha segmentado como se menciona a continuación:
Por tipo
- AR
- VR
Por aplicación
- Venta minorista en línea
- Venta minorista fuera de línea
Por geografía
- América del Norte
- Estados Unidos
- Canadá
- México
- Europa
- Francia
- Alemania
- Italia
- Reino Unido
- Rusia
- Resto de Europa
- Asia Pacífico (APAC)
- China
- India
- Corea del Sur
- Japón
- Australia
- Resto de APAC
- Medio Oriente y Asia África (MEA)
- Sudáfrica
- Arabia Saudita
- EAU
- Resto de MEA
- América del Sur (SAM)
- Brasil
- Argentina
- Resto de SAM
Perfiles de empresas
- Epson America, Inc.
- Marxent
- Google LLC
- Infosys Ltd
- Intel Corporation
- Microsoft Corporation
- PTC Inc.
- Qualcomm Technologies, Inc. < li>VR minorista
- Samsung Electronics Co., Ltd.
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
This text is related
to segments covered.
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
This text is related
to country scope.
Frequently Asked Questions
Increasing Adoption of Virtual Reality (VR) Technology to Offer Better Customer Experience Across Online Retail Stores
Rising Adoption of AR and VR in Marketing
Mixed reality technologies such as AR and VR, provide a lot of promise for businesses to give customers new ways to interact with their brands, whether it is through taking them to another world or enriching the one they are in right now. Due to developments in mobile technology, augmented reality has grown in popularity in recent years, allowing customers to visualize and test things before purchasing them. Various retail brands are thereby investing in the technologies.
Based on application, the global Virtual Reality and Augmented Reality in Retail Market is segmented into online retail and offline retail. In 2020, the online retail segment led the Virtual Reality and Augmented Reality in Retail Market accounted for a largest share in the market.
Virtual shopping is becoming increasingly popular among retailers such as American Apparel, Uniqlo, Lacoste, Kohls, and Sephora. Customers can now test products before purchasing them in the comfort of their own homes. One of the most effective methods to incorporate these technologies into the fashion industry is through virtual try-on. Another excellent method is to provide users with optional features such as navigation in an AR application or a virtual tour of a store. Similarly, with VR, one of the most spectacular features is when a consumer puts on a head-mounted (easy-to-use) device and selects a model based on his or her body dimensions, then sees virtual try-on products on the models in an interactive fashion. This is not limited to clothing. For example, IKEA, a furniture retailer, uses augmented reality to allow buyers to view how furniture and other products would look in their own homes. The possibilities do not end with the consumer's cell phone at home. Smart mirrors and RFID tags in stores provide new opportunities for product recommendations to shoppers.
The key players operating in the global virtual reality and augmented reality in retail market include Epson America, Inc.; Google LLC; Intel Corporation; Infosys Limited; Marxent; Microsoft Corporation; PTC; Qualcomm Technologies Inc.; Retail VR and Samsung.
North America held the significant market share in year 2020, along with the notable revenue generation opportunities in Europe and APAC.
The List of Companies - Virtual Reality and Augmented Reality in Retail Market
- Epson America, Inc.
- Marxent
- Google LLC
- Infosys Ltd
- Intel Corporation
- Microsoft Corporation
- PTC Inc.
- Qualcomm Technologies, Inc.
- Retail VR
- Samsung Electronics Co., Ltd.
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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