target audience: TECH SUPPLIER Publication date: Jul 2023 - Document type: Market Presentation - Doc Document number: # US48653322
IDC Market Glance: Retail Immersive Customer Experience, 2Q23
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Abstract
This IDC Market Glance provides a high-level overview of major software and services providers in each category under worldwide retail immersive and AI-driven customer experience (CX). The categories show a potential market and technology segments that satisfy specific areas of immersive customer experience in retail.
This overview of the market presents key components that retailers and brands must consider as part of a broader immersive CX strategy: immersive engagement, Web3, NFT and virtual store, shoppable video, livestreaming and virtual shopping, and contextual customer journey.
"Immersive experience requires retailers and brands to leverage technologies such as AR/VR, spatial computing, Web3, and NFTs to enhance customer and employee engagement and link those with products and processes," said Ornella Urso, research manager at IDC Retail Insights "The concept of 3D is intrinsically embedded into immersive and contextual customer experience but it also enables retailers and brands to showcase their products and reach customers in a more interactive way and with a higher level of touch/visual-point granularity."