A win for consumers is a win for brands

The reality is that rotating a 3D model of a designer handbag or seeing a 360° video of an oceanfront rental home is more than a cool interaction. It is an exercise in truth seeking. Unlike anything else in digital commerce, immersive experiences provide accessibility and tangibility. This translates into confidence that a product will meet expectations. In fact, consumer confidence jumps by 4% globally—9% in North America—when immersive technologies are used in online purchasing compared to when they are not.

Consumers also see immersive technologies as foundational for future online shopping experiences. This is a clarion call for brands. On average, a full two-thirds of consumers think that immersive technologies will be important for merchandising and selling electronics over the next five years. And of all the media that influence purchasing, immersive is the only one that consumers see growing in importance over the next five years.

When it comes to future purchasing decisions, only immersive experiences are growing in influence

These findings suggest a ripple effect of potential business benefits for brands. The opportunity to grow revenue is clear. In addition, when consumers can try, touch and buy products online with confidence, they are more satisfied—and more likely to become repeat customers and brand promoters. More satisfied customers means less returns. And less returns reduces restocking expenses, operational and resource strain and environmental impacts. All this value starts with brands investing in immersive experiences.