Augmented reality (AR) is the most likely feature to make shoppers associate a brand with innovation.
Over a quarter of respondents (26 per cent) in a recent survey, conducted by YouGov on behalf of Diffusion, said that AR led them to think of a brand as hi-tech.
This was more than any other cutting-edge technology commonly employed by retailers, including artificial intelligence (19 per cent), facial recognition (18 per cent) and chatbots (six per cent).
Customers who think brands are innovative are more likely to engage with them, the research stated.
Nearly 30 per cent of consumers are more likely to read news articles about innovative brands, and a quarter are more likely to recommend them to friends and family.
Furthermore, 16 per cent of respondents said they were more likely to spend money with a brand they viewed as innovative.
Consumers reportedly want these cutting-edge technologies to help improve the shopping experience, with 44 per cent stating solutions like using AR to help visualise products in real life are what they wanted most.
A further third wanted technology to help with customer service, meaning chatbots are important for retailers despite them not helping the appear innovative.
An increasing number of retailers are employing AR technology to help shoppers experience items more meaningfully without having to enter a physical store.
This week Yoox introduced a feature which allows them to virtually dress a personalised avatar of themselves using their smartphone, while last month GOAT unveiled a virtual “try-on” feature allowing users to virtually try on the world’s rarest trainers.