AR is NOT Revolutionising the Shopper Experience, it’s Destroying It

In recent years, AR has been hailed as the saving grace of brick-and-mortar retail, promising to revolutionise the in-store shopper experience. We beg to differ. As this technology becomes more widespread, it’s becoming increasingly clear that AR is not living up to its expectations, it’s undermining the very essence of what makes physical retail extraordinary, the people.

Human interaction is dead

The in-store shopping experience is centred around human interaction, take this away, and you are left with a bland retail experience. Shoppers seek out physical stores for customer/brand enrichment, not just for the tactile experience of handling merchandise, but to engage with specialists that influence buying decisions, and the social engagement that comes with a day of shopping. AR, however, threatens to replace these human elements with digital ones. Although they may offer convenience, they strip away the personal touch that sets brick-and-mortar stores apart. Instead of seeking the latest tech to ‘wow’ your shoppers, which in our honest opinion, only creates a sterile, impersonal environment that feels more like an app than a shopping experience, invest in creating a unique and rich customer journey through the store, with plenty of learning and human interaction points.

Loss of brand Identity

Brands invest heavily in the design and ambience of their retail spaces (we can vouch for this; we work with the world’s most loved brands!) to create environments that reflect their identity and values. Every intricate detail, from lighting to music, is carefully curated to evoke a specific feeling that resonates with the brand. AR, however, introduces a layer of digital noise, and in a world where this noise is getting increasingly louder, which noise is the shopper more likely to listen to? When shoppers are encouraged to interact with screens instead of the store itself, the brand’s physical presence becomes secondary to the digital overlay. The result is a disjointed experience where the store’s atmosphere is overshadowed but the novelty of AR.

Conclusion

While AR has its place in retail—particularly in enhancing the online shopping experience—its role in physical stores needs re-examination. The in-store experience is unique and irreplaceable, offering something that no amount of digital innovation can replicate. By prioritizing AR at the expense of traditional retail elements, we risk turning our stores into mere extensions of our smartphones, rather than the immersive, engaging spaces they’re meant to be. Technology serves to enhance, not erode, the magic of physical retail.

Published September 2024