What: IA Interior Architects has released a report that shows the benefits and barriers to adopting extended reality in stores.

Why it is important: The report found that female consumers aged 55 and older could be the key to driving adoption of extended realty (XR) technology in retail, with in-store associates playing a critical role for stores promoting extended reality.

Retailers should take a moderate approach to adoption and consumption as they question whether or not an investment in reality technologies will be profitable.

The report found that 80% of 1,012 US adults had experienced a form of extended reality and 71% use it daily or weekly. Almost seven in ten respondents had made purchases in XR, mainly for gaming products. Additionally, more than half of the respondents reported previous experiences using extended reality in a physical retail environment, with 95% having positive experiences.

While teenage males are assumed to be the target demographic, IA’s report found that female consumers aged 55 and older appear to be a key driver of future adoption and are eager to learn and willing to spend as they are part of the highest income group.

To encourage the use of XR devices in a retail environment, IA advises retailers to provide in-store associates to guide consumers, ensure easy and secure payment methods, provide opportunities for groups to shop within the XR realm together, customize familiar products using XR, and supply equipment access for those with impairments.

Retailers whose products or services can be customized are the ones most suited for the metaverse. Home goods, furnishing stores, and design centers that sell larger products can use XR to their advantage to help with the design and visualization process. Soft goods still have some way to go before the metaverse becomes more than a brand awareness vehicle.

The top barriers to XR purchases in store and online are: concerns about security of personal information, lack of access or expense of technology, not having the right product or service, the inability to touch, feel, test, or try products, and difficulty or unsecure payment options.

The top motivators to make an XR purchase include: in store associates to guide customers, easier and secure payment methods, the ability to shop with groups, and accommodations for impairments.

What retailers need to know about the metaverse