Survey reveals 'more than half of US brands' plan to invest in immersive experiences over the next three years

Recently, experiential e-commerce platform Obsess partnered with market research firm Coresight Research to conduct an online survey regarding the investment priority of immersive experiences to US brands across the fashion, home, CPG/FMCG, and beauty sectors, and more than half of US brands and retailers surveyed say they will “definitely” increase their investment in immersive experiences over the next three years.

Immersive experiences like virtual storefronts, live streaming, data or AI-enabled content for personalization, and Virtual Reality (VR) or Augmented Reality (AR) enabled virtual try-on options have been increasingly more popular in recent years and have been particularly successful amongst beauty brands for their ability to showcase finished products better and connect consumers with the product options that best suit their needs. 

To learn more about the survey and its potential impact on cosmetic and personal care product brands, including how manufacturers and suppliers to these industries can apply immersive experiences to better connect with beauty brands, CosmeticsDesign spoke with Neha Singh, Founder, and CEO of Obsess for her insights. 

About the survey 

To conduct the survey, Obsess and Coresight Research contacted 150 decision-makers at US-based brands and retailers “with annual revenue of $100 million or above (including online revenue of $10 million or above) that have invested in immersive experiences, operating in the fashion (61 respondents), home (41), CPG/FMCG (41) or beauty (7) sector​,” shared Singh. Additionally, to qualify for the survey, those decision makers needed to be a “Senior Manager or above who are familiar with their companies’ performance metrics of immersive experiences​,” she added. 

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