According to an Ericsson trend research, consumers demand hybrid 'phygital' malls

16 December 2021, Mumbai:

According to a new survey released on Wednesday, consumers anticipate hybrid malls to become widespread by the end of the decade, offering "global experiences, interactions, and social connections in a networked physical setting that is near to home."

AR glasses, waterproof VR glasses, haptic bodysuits, and tactile gloves, according to the newest Ericsson Ten Hot Consumer Trends study, might all be part of customers' shopping bags in 2030.

Consumers will seek a hybrid mix of connectivity-enabled technology blended into real-world physical surroundings to better shopping and buying experiences as the 2030s begin, according to the report. This might include virtual beauty treatments and avatars for changing rooms.

This conclusion is based on the opinions of millions of early technology adopters throughout the world, who were asked to rate 15 hybrid shopping mall facilities that use digital technology to enhance the physical customer experience. Almost four out of five respondents anticipate that by 2030, all 15 topics examined will be available in some form.

Virtual Reality (VR), Augmented Reality (AR), and programmable materials will be used to allow such "bricks-and-portals" amenities, according to the paper.

"On the one side, it may be impossible to picture vast numbers of consumers using pricey tech gear such as AR glasses, waterproof VR glasses, haptic body suits, tactile gloves, and more at massive scale by 2030," stated Dr. Michael Björn, Head of Research Agenda, Ericsson Consumer & IndustryLab.

On the other hand, if such equipment could be shared at a lesser cost, a huge number of consumers may benefit from it to improve their ordinary shopping mall experiences.

"In fact, 35 percent of consumers polled believe shopping malls are more likely than residences to have next-generation technology, while just 14 percent disagree. Many shopping malls now include theatres, game arcades, music halls, bowling alleys, and other high-tech amenities.

They'll very certainly keep playing that role." The survey also reveals consumer confidence that hybrid malls "may positively and sustainably contribute to local life," according to him.

That's something that's becoming increasingly significant in the context of shopping malls, with a rising number of news stories describing how malls are being altered post-pandemic to better reflect the populations they serve.

"If anything, the future may become more localized, with 32% of respondents thinking that high-tech retail malls would make migrating to small towns and rural regions more viable and appealing – and only 13% objecting," Björn said.

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