Consumers want AR capabilities for in-store and online purchases


Wool & Water, a provider of purchasable augmented and virtual reality experiences for retailers and manufacturers, today announced the results of its biannual meeting State of shopping report. The study examines consumer interest in using Snapchat for e-commerce purchases, the increased curiosity for augmented reality and virtual reality, and the impact these trends could have on retailers in a near future as we move closer to the Metaverse becoming a reality. In particular, the survey found an overwhelming preference for AR as a way to improve the shopping experience, but despite the recent development of Snapchat’s AR Commerce tool, interest in using Snapchat to perform purchases is markedly low.

Survey of over 1,000 U.S. consumers between October 6 – 8, 2021, the report revealed a strong majority (85%) of those who are somewhat or very excited about augmented reality (AR) as a way to interact with products. Additionally, 85% are at least fairly likely to choose a brand that has given them the ability to increase confidence in a product’s fit, look and experience via AR or VR, compared to a competitor – up slightly from 83% in the spring of 2021. These results demonstrate the promise of AR, as well as the limitations of its most recognized platform: Snapchat.

For example, 50% of consumers have used Snapchat in the past 24 hours, but only 6% have used the augmented reality shopping feature to purchase products. More than eight in ten (82%) have not purchased anything directly through Snapchat using their AR purchase feature, and only a quarter (27%) expect to make more purchases through Snapchat in the next 6 month.

“These survey results clearly demonstrate that consumers have an increased interest in augmented and virtual reality when it comes to shopping online – a trend for which retailers will need to have a long-term plan as these technologies are the stepping stones to a true metaverse, ”said Jeff Bodzewski, CEO and co-founder of Wool & Water. “Despite this, far too many brands rely on apps like Snapchat to provide an expanded retail shopping experience for their customers. This is unequivocally the wrong strategy. Consumers don’t use Snapchat to shop, and they don’t expect that to change anytime soon. Brands need to realize that they can and should deliver a one-touch AR experience themselves, without the limitations and baggage that Snapchat carries. “

Additional findings from the fall 2021 report include:

  • More than half (51%) believe augmented reality and virtual reality have improved in the past six months and will play a bigger role in purchasing in the future.
  • About eight in ten consumers (83%) are somewhat or very likely to say that augmented reality (AR) or virtual reality (VR) would improve their shopping experience.

Wool & Water Chief Strategy Officer and Partner Justin McAneny notes that “brands that go directly to consumers need to consider the business constraints of moving from a platform like Snapchat to do AR commerce. a reality. Using Snapchat to access what they can offer consumers themselves leads to more paperwork, higher costs, and a poorer customer experience. While we applaud the work they are doing to make AR more widely available as an e-commerce and in-store buying tool, there are more effective ways for brands to deliver AR capabilities directly to consumers. consumers.

Brands that want to thrive in this new and evolving market must offer a fully purchasable experience throughout their omnichannel approach, which Wool & Water has been offering for over a year.

The State of shopping The report is published twice a year and provides an overview of the changing expectations of clients in AR. To view the full survey results and to learn more about Wool & Water, please visit

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