收藏
The AR Revolution Comes to Retail
沈浸式擴增實境，掀起零售業的擴展革命
As the retail landscape continues to evolve, one emerging technology is poised to fundamentally change the way we shop: augmented reality (AR). By overlaying digital information onto the physical world, this innovative technology offers shoppers an immersive, personalized experience that is set to transform the retail industry by bridging the gap between online and in-store shopping.
隨著零售型態不斷演變，有一種新興科技準備從根本改變我們的購物方式，那就是擴增實境。這項創新科技將數位資訊疊加於實體世界，縮小線上購物和實體店面購物的差距，提供購物者沉浸式的個人化體驗，勢必將為零售業帶來轉變。
AR has already started making headway in certain retail segments, with major brands embracing this cutting-edge technology. Take furniture giant IKEA, for example. Their IKEA Place app allows customers to virtually place 3D models of IKEA products in their own homes, helping them visualize how furniture will look before making a purchase. This eliminates the frustration often associated with online furniture shopping.
擴增實境已在某些零售部門取得進展，各大品牌均開始採用這種尖端科技。以家具巨頭宜家家居為例，他們的IKEA Place應用程式允許消費者以虛擬方式，將產品的3D模型擺放在自己家中，讓消費者可以看到家具購買後的實際樣子。這種方式可以排除網購家具時經常出現的困擾。
Cosmetic brands have also found effective ways to leverage AR. Sephora’s Virtual Artist feature enables shoppers to virtually apply makeup products, getting a realistic preview of how different shades and styles will look on their faces without the need for physical samples. And fashion brands like Zara are introducing AR apps that allow users to see how clothing looks and fits without visiting a store. This empowers consumers to make more informed decisions, reducing the likelihood of returns and increasing customer satisfaction.
化妝品品牌也已經找到有效利用擴增實際的方式。絲芙蘭的Virtual Artist功能讓購物者可以虛擬試妝，真實預覽各種色調和風格在自己臉上的樣子，不需要實體試用品。時尚品牌如Zara也正在推出擴增實境應用程式，讓使用者可以不需要造訪商店就看到衣服的外觀和合身效果。這讓消費者可以做出更明智的決定，減少退貨的可能性並增加顧客滿意度。
For retailers, AR presents a unique opportunity to enhance customer engagement and drive sales. By offering an immersive, interactive shopping experience, businesses can differentiate themselves from the competition and build stronger brand loyalty. And the data collected from AR-enabled interactions can provide valuable insights into consumer behavior, helping retailers improve their products and marketing strategies.
對於零售業者而言，擴增實境帶來了提高消費者參與度和帶動銷售的獨特機會。藉由提供沉浸式的互動購物體驗，企業可以和競爭對手做出區別，建立更高的品牌忠誠度。從擴增實境互動中收集到的資料可以提供寶貴訊息，幫助業者深入了解消費者行為，以便改善產品和行銷策略。
While AR adoption is still in its early stages, the impact is already being felt. A recent survey revealed that 61% of shoppers prefer stores that offer AR experiences, highlighting the growing demand for interactive shopping options. Furthermore, studies indicate that AR can increase conversion rates significantly, with some retailers reporting sales boosts of up to 200% when integrating AR features into their shopping platforms.
雖然擴增實境的採用仍處於早期階段，它的影響力已經顯現。最近的一份調查發現，61%的購物者偏好附有擴增實境體驗的店家，凸顯了互動式購物選擇的需求正在增加。此外，研究指出擴增實境可以大幅提高轉換率，部分零售業者表示當他們將擴增實境功能整合至購物平臺後，銷售量增加高達200%。
Despite its promise, the integration of AR in retail is not without challenges. High development costs, technological limitations, and the need for consumer adoption on a mass scale are significant hurdles. Additionally, privacy concerns and the management of sensitive customer data are important considerations that businesses must address as they implement AR solutions.
縱使前景看好，零售業欲整合擴增實境並非沒有挑戰。高開發成本、技術限制以及需要消費者普遍接納，都是很大的障礙。除此之外，隱私的疑慮以及令消費者敏感的個人資料管理，都是企業欲採納擴增實境解決方案時必須考慮的重要因素。
And yet the benefits of AR in retail are too significant to overlook. As the technology continues to advance by leaps and bounds, AR will provide ever richer and more interactive shopping experiences. For instance, smart mirrors could scan a customer’s body measurements and suggest perfectly fitting garments. Retailers who embrace this technology stand to gain a competitive edge, while consumers will enjoy increasingly engaging and convenient ways to shop.
儘管如此，將擴增實境應用於零售業的好處多到不容忽視。隨著擴增實境技術不斷突飛猛進，提供的購物體驗會更豐富、互動性更強。舉例來說，智慧鏡可以掃描消費者的身體尺寸，提出最合身的服飾建議。採用這項技術的零售商會取得競爭優勢，而消費者可以享受到愈有吸引力、愈加便利的購物方式。
2024專利防護中