Retailers failing to adopt new tech, warns mixed reality expert

Retailers are failing to make the most of new technology an expert has warned.

Manchester-based computer vision and machine learning company DigitalBridge, which specialises in mixed reality, claims that retailers still have “some way to go” before they start providing the immersive and interactive experiences consumers expect.

According to a report by DigitalBridge, it is older shoppers – those in the 35-44 age bracket – that are most disappointed by the lack of technology in retail, with nearly half (48 per cent) saying that current offerings are underwhelming.

In comparison, 43 per cent of 25-34 year olds and 35 per cent of 18-24 year olds think that the technology being used in retail could be better.

Immersive tools, and augmented reality were found to be the most exciting new technologies in e-commerce according to consumers, along with virtual reality and artificial intelligence.

Said David Levine, chief executive of DigitalBridge: “There is so much technology now available for retailers to use and Apple’s ARKit has only highlighted how beneficial new types of immersive and interactive platforms can be.

“It is surprising to see then, especially given the level of competition in the ecommerce and mobile commerce arenas, that most brands seem to be failing when it comes to offering the best consumer experience.”