打開下一波電子商務(wù)之門

1、Contents.Introduction.3Missing link, missed opportunity.4From novelty to utility.5A win for consumers is a win for brands.6Connecting without being close.9Dont wait to innovate.14Contact.18“Consumers want to shop online without sacrificing purchasing confidence.With immersive experiences, they dont

2、have to.”Accenture Interactive 2020 Immersive Experiences SurveyDigital commerce has yet to replicate a key aspect of the in-store experience. In stores, consumers can touch and try products before buying them. These interactions help people determine the quality, craftsmanship, dimensions and fit t

3、o know if a product meets their needs and expectations. They provide the control, transparency and tangibility that build trust and drive purchasing confidence. After all, experience matters.Accenture Interactive 2020 Immersive Experiences Survey3Try it. Trust it. Buy it.Opening the door to the next

4、 wave of digital commerce.Missing link, missed opportunity.As much as consumers love the convenience of digital commerce, there is no purchasing certainty when they shop online for products they havent experienced in person.Is this cashmere sweater well made? Does this sofa fit in the living room? I

5、s this lipstick shade flattering? Its all guesswork and crossed fingers until the product shows up on the doorstep, and people can actually see for themselves.Brands have tried to solve for this missing link. But product videos, influencer partnerships and generous return policies are not enough. Th

6、e perceptual divide between physical and digital could cost sales growth opportunities in product categories that consumers buy online today. Brands are also missing out on expanding sales in categories like automotive and luxury that dont sell well online because people are wary to buy these produc

7、ts from a distance. Yet with consumers more open to buying more categories online in the wake of COVID-19, the pressure is on brands to bridge this divide now.1Accenture Interactive 2020 Immersive Experiences Survey4Try it. Trust it. Buy it.Surprisingly, leading consumer brands already understand th

8、is. Our analysis reveals that a full 64% are starting to invest in immersive experiences for commerce today.2 However, many are not investing in ways that are scalable or connected across the business.They are investing in pockets, doing things like uploading 3D models on product pages, curating per

9、sonalized make-up palettes and hosting virtual fashion shows to bring people closer to products in the digital world.Winning in digital commerce takes immersive product and serviceexperiences that give consumers purchasing confidence.Immersive technologies make this next era of shopping experiences

10、possible.These technologies have come of age. What was a quirky novelty just a few years ago has become a powerful utility today. The good news is thattechnologies like augmented reality (AR), 360 video, 3D content and virtual reality (VR) are not only more sophisticated than ever, they are also ver

11、y affordable and accessible for brands.Immersive technologies: From novelty to utility.Accenture Interactive surveyed over 3,000 consumers who relied on immersive technologies to evaluate and/ or purchase a product and/or service online over the previous six months. Our research focused on these key

12、 questions:Accenture Interactive 2020 Immersive Experiences Survey5Try it. Trust it. Buy it.How can immersive technologies boost consumer confidence?What returns does the use of immersive technologies offer for brands?How can immersive technologies create more rewarding buying experiences?64%of lead

13、ing consumer brands are starting to invest in immersive experiences.A win for consumers is a win for brands.Theres more good news: Consumers are ready. Most people are having experiences fueled by immersive technologies in their daily livesin everything from using social media filters to watching sp

14、orts broadcasts. They increasingly expect immersive experiences in digital commerce too.Accenture Interactive 2020 Immersive Experiences Survey6Try it. Trust it. Buy it.Consider consumers top motivations for trying out immersive technologies when shopping online:52%1. Viewing products without visiti

15、ng the store.42%2. Assessing product features and capabilities.42%3. Experiencing products before purchasing.29%5. Changing, customizingor personalizing products.39%4. Increasing confidence in purchasing decision.The reality is that rotating a 3D model of a designer handbag or seeing a 360 video of

16、an oceanfront rental home is more than a coolinteraction. 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 jum

17、ps by 4% globally9% 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

18、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 the future.Media influence on purchase decisions now and in the future.Influ

19、ence todayInfluence futureLower influence 1/5Higher influence 5/5Influencer blogsAds (online and off)ImmersiveVideosBrand websiteImmersive/virtualOnline searchCustomer reviewsStore visitsWhen it comes to future purchasing decisions, only immersive experiences are growing in influence.Accenture Inter

20、active 2020 Immersive Experiences Survey7Try it. Trust it. Buy it.Consumers trust immersive experiences to close the sensory gap for them and provide the purchasing “proof points” they need to evaluate a product digitally. This is so meaningful to them that they associate premium brand value with im

21、mersive experiences. Nearly half of consumers would pay extra fora product if they could customize or personalize it using immersive technologies. In addition, three in five consumers expect to buy more from brands that enable them to use these technologies to interact with and evaluate products.Acc

22、enture Interactive 2020 Immersive Experiences Survey8Try it. Trust it. Buy it.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

23、satisfiedandmore likely to become repeat customers and brand promoters. More satisfied customers means fewer returns. And fewer returns reduces restocking expenses, operational and resource strain and environmental impacts. All this value starts with brands investing in immersive experiences.47%of c

24、onsumers would pay extrafor a product if theycould customize or personalize it using immersive technologies.Connectingwithout being close.Accenture Interactive 2020 Immersive Experiences Survey9Try it. Trust it. Buy it.So how are brands using immersive experiences to demonstrate the features and cap

25、abilities of their products?Here are some of the ways they are creating meaningful experiences that blur digital and physical boundaries to solve for the problem of proximityin digital commerce.Immersive experiences simulate physical environments. The goal is not to create the “next best thing” to b

26、eing there in person. It is to create something even betteran experience that makes every phase of the journey to purchase more captivating andinsightful because consumers feel connected. Take Emirates, for example. The airline uses VR technology to offer 3D models of the cabin on its website. Trave

27、lers can make informed choices when selecting their seats and preview the environment to make the most of their time on board later.3 Beauty legend Dior launched a VR store based onits flagship location in Paris. The 360, 3D experience makes shopping online less transactional. It encourages customer

28、s to browse and connect to the productsand to the brand.4Put me there.47%of consumerssay immersive technologies make them feel connected with products.Accenture Interactive 2020 Immersive Experiences Survey10Try it. Trust it. Buy it.Immersive experiences help consumers understand how a product will

29、look on themor in their environment. YouTube offers an AR solution that people can use to virtually try on cosmetics. MAC Cosmetics was the first brand to leverage it. Consumers can test outMAC lipstick and shop while watching makeup tutorials. Its a fresh fusion of technology, in- store experience,

30、 influencers and creativity.5Always an innovator, Nike has turned to AR to help consumers get the right fit for their shoes. Consumers use the Nike Fit feature on Nikes app to measure their feet with their smartphones and get guidance on the rightsize in a specific style.6 Solutions like this offer

31、exciting possibilities to answer the age-old “will it fit?” question for online shoppers.However, brands must be mindful of consumers concerns about data privacy and be transparent about how personal data is being used to provide such experiences.7See it on me.57%of consumers are concernedabout the

32、use of their personal data by immersive technologies to provide personalized recommendations.Accenture Interactive 2020 Immersive Experiences Survey11Try it. Trust it. Buy it.Immersive experiences educate consumers on the full value of products with a “hands-on” approach to education that beats read

33、ing a cumbersome owners manual. It is a way to educate consumers on product specifics before they buy and on a regular basis after purchase to build engagement. Toyota is one of many automakers leaning into immersive experiences in this way. Toyotas AR experience helps consumers self-educate in a “c

34、hoose your own adventure” style. Consumers select the car model and standard featuresthey want to explore. Theres no app required. The virtual car tour is available through banner ads on social media, allowing Toyota to scale itsreach.8 In the electronics industry, Bang & Olufsen offers an AR experi

35、ence app for consumers tosee products in their own environments, turn “on” speakers to test out sound quality, learn about product features and options and contact the store with any questions.9Teach me more.50%of consumers would better recall brands that regularly engage them with immersive technol

36、ogies.Accenture Interactive 2020 Immersive Experiences Survey12Try it. Trust it. Buy it.The days when designing immersive experiences meant designing for clunkyVR headsets that few consumers own are over. The democratization of immersivetechnologies has removed barriers and opened up access.Accentur

37、e Interactive 2020 Immersive Experiences Survey13Try it. Trust it. Buy it.Forget clunky VR headsets.These technologies are for everybody.Mobile AR.Mobile AR requires no special headset. Experiences are camera-enabled, and consumers can access them fromiOS or Android smartphones. Product visualizatio

38、n, navigation, games and entertainment are popular mobile AR apps and consumer experiences.Web XR.Web XR includes immersive experiences across virtual, mixed or augmented reality. Consumers access high-fidelity 3D graphics and 360 video from their internet browsers. Experiences are compatible across

39、 browsers, operating systems and devices.Game engine software.Game engine software built on widely available platforms Unity and Unreal power engaging experiences. They are behind product configurators thatallow consumers to virtually customize, visualize and explore high-fidelity 3D products in rea

40、l time.Dont wait to innovate.Accenture Interactive 2020 Immersive Experiences Survey14Try it. Trust it. Buy it.We are at a tipping point for immersive experiences in digital commerce.The pandemic is reinventing buying behaviors. Immersive technologies are maturing. Powerful brands and media platform

41、 giants are investing. Consumers are energized. And the advent of 5G supports richer digital content. Now is the time to invest. Brands that wait will fall behind competitorsand consumer expectations.The fallout of COVID-19 is pushing brands to double down on the basics. But at a time when all eyes

42、are on the digital channel, brands cannot let innovation get sidelined.Consumers want to shop online without sacrificing purchasing confidence. With immersive experiences, they dont have to. Brands that invest now can enhance consumer relationships, increase online salesand open the door to the next

43、 wave of digital commerce.1. Strategy.Secure executive buy- in and alignment with business, marketing and sales strategies.3. Technology.Develop a practical plan for shedding the weight of legacy technology investments while exploring new approaches.2. Design.Be authentic with experience-led solutio

44、ns that align with the brand purpose and needs of target buyers.5. Trust.Protect customers trust by respecting and protecting their personal data.Making wise investments in immersive experiences means addressing these fundamentals:4. Operations.Establish a process for 3D asset design, development an

45、d optimization.Accenture Interactive 2020 Immersive Experiences Survey15Try it. Trust it. Buy it.12 countries.Australia Canada China FranceGermany Italy Japan SingaporeSouth Korea SpainUK USAbout the Accenture Interactive 2020 Immersive Experiences Survey.Accenture Interactive 2020 Immersive Experie

46、nces Survey16Try it. Trust it. Buy it.14 product categories.Automotive Beauty productsConsumer products Electronics and accessories Entertainment and leisure Fashion/Luxury goods Foods and beveragesFurnitureHome appliances Hospitality Medical devices Real estateToys and games Travel and tourismAccen

47、ture Interactive surveyed 3,087 consumers across North America, Europe and the Asia Pacific region who relied on immersive technologies to evaluate and/or purchase a product and/or service online over the previous six months to understand their attitudes and experiences. The online survey was conducted in March 2020.Respondents by gender.50% male50% femaleAccenture, “How COVID-19 Will Permanently Change Consumer Behavior,” https:/ /us-en/ insights/consumer-goods-services/