Is the IKEA Augmented Reality app a retail innovation?
In a nutshell, IKEA has introduced an augmented reality app, which allows customers to use the catalogue to see how items would fit and look inside their own home. This is after research revealing that many of us are not sure about the dimensions of our own home, and many returns are processed as a result.
In the recent report by Retail Insider, titled Digital Retail Innovations Report 2014, this innovation from IKEA has not only ranked in the Potential Influence Across The Sector and Potential Benefit to Customers categories, but also came 9th overall in the report.
Discussing IKEA’s innovation
Discussing IKEA’s Augmented Reality app, Transform’s Joe Tarragano and Retail Insider’s Glynn Davis agree that this is both great for consumers and for the retailer. For IKEA, this app brings opportunities to up- and cross-sell, at the time of browsing, as well as possibly reducing returns as customers have more awareness of what they are buying, and how it will fit into their homes. For customers, not only is the app quite fun to play around with, but it’s also a great way to have a look at the furniture as it would appear. As these are potentially quite large scale, and high price, items, it gives the customer some reassurance at point of browsing.
What do the speakers think?
“I think the market share that IKEA has means that augmented reality is going to get some real exposure with consumers. I also think it’s a good thing in terms of reigniting the life of the catalogue”
~ Joe Tarragano, Transform
~ Glynn Davis, Retail Insider