Despite the faltering fanfare, 60% of consumers are not interested in virtual shopping

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While the buzz surrounded the supposedly infinite potential of metaverse And the AR / VR . technology As tools for future online markets, there have also been decrease in revenue For many e-commerce companies in recent years, this has led some organizations to return to the drawing board when it comes to a good digital customer experience. New report from Productssub He surveyed consumer tastes and expectations when it comes to hybrid digital shopping experiences, with a particular focus on sustainability and the metaverse. For many companies looking to increase sales in the digital marketplace, the results illustrate an uphill battle: According to the report, 60% of shoppers are not interested in purchasing virtual items at all.

With revenue from the metaverse expected to reach $800 billion in 2024, it’s no wonder that forward-thinking organizations may be eager to cater to customers who aren’t yet interested in spending only online. Overall, the results of the Productsup report indicate that customers are primarily concerned about a digital customer experience that provides transparency, accessibility, and availability.

in the past decade, Sustainability and DEI Initiatives It has risen to the fore in consumers’ minds; When they decide if they want to buy the company’s product, they are likely to inquire about Why And the How The mentioned product is made. Consumers tend to avoid products that will end up in landfill, and instead prefer products that can be reused (71%) or recyclable (70%). Despite this, consumers say information regarding product reusability (34%) and recyclability (30%) can be hard to find.

Across the board, Generation Z consumers are more likely to buy products from the metaverse versus their older counterparts.
Source: Productsup

It’s no longer enough to include a “fair trade” or “biodegradable” label on paper coffee cups, for example – not only do 43% of consumers want a detailed explanation of how a product is biodegradable, but 40% also want information that proves the product complies with its label “Sustainable”. “Consumers are not distracted by the ‘green wash,'” said Lisette Heuskamp, ​​Chief Marketing Officer, Productsup.[Their] Expectations cannot be met unless product information is managed with strong P2C [product-to-consumer] strategy.”

While consumers across all generations want more product information, the best way to present said information depends on each generation. Generation Z welcomes the advent of metaverse and digital-only shopping much more easily than their older counterparts. Likewise, Generation Z are more likely to prefer information presented via online comparisons (40%) or QR codes (37%). On the other end of the generation spectrum, those 55 and older tend to prefer the easy-to-find information included in the product description itself.

Finally, customers tend not to want an “either/or” shopping experience; For example, they want access to product and deal information that can be accessed in both the metaverse And the the shop. Roughly equal number of consumers indicated that they were more likely to buy a product if a deal was offered exclusively in a corresponding online store (55% vs 54%, respectively), which means that companies should offer coupons and sales in both physical products and digital places . Technology that blends physical and digital shopping is also welcome: 47% of consumers make a purchase if they can access product information via the store’s mobile app while shopping in person, for example. Augmented reality (AR) technology, such as smart mirrors and mobile filters, can also be used to motivate consumers in-store (41%) or on a company’s website (42%).

Overall, the findings suggest that while many consumers are looking forward to the expected increases in speed, convenience, and information offered by the metaverse and other digital markets, they are not yet ready to abandon the tried-and-true methods of past decades. “In today’s world of commerce, brands and retailers need to deliver accurate, tailored experiences to consumers wherever they shop,” Huyskamp said.

The Productsup report is based on a survey of nearly 5,700 consumers age 16 and older across the United States and Europe, asking about their preferences, expectations, and behavior toward mixed shopping experiences.

Read the full report by Productsup.

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