How Interactivity & Realism Influence Persuasion:
In the past few years, technology has transformed retail and revolutionized the business of ecommerce. With consumer expectations on the rise, retailers continue to be tasked with increasing sales despite the steady decline of in-store traffic. Optimizing the shopping experience both in-store and out is essential. As mobile accessibility and connectivity systematically improve, media must adapt as well. Additionally, advances in immersive media technology mean that manipulable 3D and augmented reality (AR) are now available on most mobile devices.
What does this mean for retailers? 3D and AR ecommerce is proliferating as the new standard for online product representation. But data around this commerce implementation has been limited, predominantly because it is a new medium and just gaining traction. While creating digital opportunities for more informed consumer-product interactions may seem like an obvious win, many retailers are looking for evidence that immersive commerce is a solution. We've conducted a study to establish that evidence.
We conducted a focus group to test whether immersive media was more persuasive than traditional media. We discuss:
- Objective: The Great Debate–Traditional vs Immersive Media
- Methodology: Study Overview, Hypotheses, & Demographics
- Results: Self-Reported, Galvanic Skin Response, Store Preference, & Novelty
- Recommendations: Key Findings, Insights for Retailers
- About Vertebrae: 3D & AR eCommerce