Immersive commerce experiences that leverage augmented reality and 3D are more accessible and widespread than ever. While virtual try-on and real-world sizing context are obvious benefits of AR and 3D for online and mobile shoppers, there’s another potential upside for retailers: in-store immersive experiences.

AR and 3D are increasingly accessible via the mobile web, with no specialized app required, and consumer usage is on the rise. Currently,1 in 5 U.S. consumers interact with AR content at least once per month, according to eMarketer.

With both Google and Facebook piloting immersive commerce experiences on their platforms, usage and engagement is poised to explode. In response, brands are ramping up, with close to half of retailers set to deploy AR features this year, according to research firm Gartner. 

In addition to the online visibility and engagement boost, AR and 3D bring a host of other potential benefits to retailers offline, in their physical store outlets. By integrating immersive experiences with in-person guidance from sales associates and physical goods on store shelves, retailers can create unique and memorable blended selling environments.

But it’s not just the “wow” factor that makes AR and 3D a good fit for stores. Immersive commerce can also help retailers overcome key store challenges. Here are key ways immersive commerce can drive engagement and sales:

Escape the “out of stock” dead-end. Shoppers encounter out-of-stock items on as many as one in three shopping trips, the IHL Group found — and when they do, four out of five shoppers opt to either skip buying the item at all, or turn to a competitor. AR and 3D help retailers save these sales by filling in the gaps on the shelves with realistic, detailed images shoppers can manipulate, zoom in on, and overlay in the physical store environment to gauge size. Purchasing options such as ApplePay embedded in the experience can further encourage shoppers to buy the items for home delivery.

Showcase limited-edition products. Limited-edition or highly seasonal products are often highly sought-after, and hard for retailers to stock due to small production numbers and quick selling windows. With AR and 3D, shoppers can inspect these items as closely as they would physical products, then complete the purchase immediately to secure their claim. 

Help sell “long-tail” items. More than half of all retailers offer AI-powered personalization and product recommendations, according to a Retail Touchpoints survey — fueling consumers’ expectations that retailers can meet the individual needs of a “segment of one.” Stores can demonstrate one-to-one relevance by using AR and 3D to showcase extended sizes and colors and off-season items without needing to stock each SKU option in every location.

Instantly display customizations. A third of consumers are interested in customized products, according to a Deloitte survey, with more than half of younger shoppers seeking customized clothing, accessories, and footwear. Stores can offer customization services that leverage AR and 3D to virtually show shoppers what their creations will look like — before committing to buy.

Enhance sales associate interactions. Knowledgeable staff can enhance the store shopping experience — especially for younger shoppers. More than a quarter of Millennials enjoy interacting with store associates, and 11% say those interactions strongly influence purchase decisions — more than double the percentage of Gen X buyers, according to research from Euclid. Giving store staff access to web-based AR and 3D assets via mobile devices helps them guide purchase decisions, even for items not on the shelves.

Conclusion

Immersive commerce using 3D and AR can be a considerable asset for retail brands — not just online and via mobile devices, but in stores, where rich interactive experiences matter more than ever. By using 3D and AR to overcome common in-store purchase hurdles and delight customers, retailers can build engagement, sales, and loyalty.