With the maturity of VR/AR technology, shipments of various types of head-mounted display devices and smart wearable devices have grown rapidly. VR and AR have become an important magic weapon for many traditional industries to introduce innovative gameplay, such as VR medical, VR travel, AR home improvement, and VR/AR shopping. Among them, AR shopping is a new consumer experience based on the latest visual computing technology in the traditional retail field.
Based on VR/AR technology, users can experience the fun of shopping in the combination of virtual world and real world. Although VR/AR technology is in its infancy in the traditional retail industry, there are already many domestic and foreign retail giants to make bold tests.
According to LEK Consulting's latest research table, 70%-80% of early “VR/AR shopping†experiencers are eager to use this new technology to select clothing, custom products, and room design, as well as 46% of consumption. People have already tried new forms of VR shopping.
In the new form of VR/AR shopping, US department store giant Target recently launched a new shopping method based on augmented reality (AR) technology. Target named the new shopping method “See It In Your Spaceâ€. It means "to see it in your space." This adds a sense of freshness and fun to the consumer in the form of an augmented reality visual experience.
The principle of this AR shopping form is based on computer-generated 3D images and environment simulation. Through the camera on the smartphone, the user can see the virtual furniture, table, shelf, cabinet and other furniture products, and then on the screen of the mobile phone. Zoom and drag to see where the furniture is in the room.
However, Target is not the only retailer in the industry that uses augmented reality technology to assist in furniture shopping. Wayfair, the US home business company, also plans to add an AR shopping experience to its mobile site. Not long ago, IKEA, the international home retail giant from Sweden, took the lead in adopting Apple ARKit technology to provide consumers with AR shopping experience.
These are the latest examples of VR/AR technology used in traditional retailers. Of course, in the early days, Lowe's, Swarovski, Nestle, and Body Language Sportswear in the retail industry provided consumers with a VR shopping experience.
For the impact of these new technologies on retailers and consumers, LEK general manager and co-founder Maria Steingoltz said in an interview: "VR can be one of the tools for retailers and consumers to establish management, loyalty and affinity. It should be one of the directions in the broader omni-channel strategy. Although this is not a full-end solution, it is one of the tools worth considering."
And how retailers deploy VR/AR virtual technology and make the most of it. ATKearney co-founder Adam Pressman suggested that retailers consider the following issues:
From the perspective of participation, what is your goal?
How to connect with existing marketing tools?
How can VR supplement or make up your marketing methods?
In the above we talked about the application of VR/AR technology in the traditional home retail industry. Next, let's take a look at the specific scenarios of VR/AR technology in other industries in the retail space. Probably covered: virtual fitting, AR test shoes, virtual makeup and other practical scenarios.
Virtual fitting is the augmented reality (AR) technology that allows consumers to experience whether clothing fits through sensory, visual, tactile and other sensory information. Most of these programs are used in some high-end clothing retail stores. Not only allows customers to quickly choose clothes, but also increases shopping fun.
The AR test shoes are the customers sitting on the sofa themselves, scanning their feet with a smartphone, and performing virtual operations through the retailer's mobile application. Customers can not only clearly see the actual effect of shoes on their feet, but also share them on social platforms to let friends help. The well-known canvas sneaker brand Converse has adopted this virtual shopping solution.
In the application of virtual technology, well-known jewellery company Chow Tai Fook has launched an AR jewelry try-on function, customers can click on the AR device screen to choose their favorite jewelry for virtual try-on. Of course, you can also experience this AR jewelry try-on shopping experience on the mobile side with a smartphone.
Virtual technology is also used in the e-commerce retail sector. The No. 1 store has exhibited a Realmax AR augmented reality product, its support, AR test makeup, AR try-on, smart glasses experience and so on. The principle is also through facial recognition, virtual technology, allowing users to choose different colors of lipstick, eye makeup for makeup.
Through these commercial cases and practical scenarios, we can see that VR/AR technology has already blossomed in the traditional retail field. The addition of VR/AR virtual technology not only makes consumers curious, but also favors retailers' brand marketing. These two different types of virtual technologies will increase with the increase in the shipment of head-mounted display devices, and the emergence of a large number of smart phone device applications will affect more industry sectors. The retail industry is just a good one. Just the head.
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