Attire Accessories - Mar/Apr 2020 (Issue 81)

TAKE YOUR CUSTOMERS ONA JOURNEY The scope of application for virtual reality systems is constantly progressing, helped along by the ever- advancing digital age. Many household retail brands have taken heed of this, incorporating the technology into their strategies in order to innovate and stay ahead. With the UK’s dwindling high street dominating headlines for months, some of the most recognised names are beginning to defy this status quo, with the help of technology. WHY VR HAS EMERGED IN RETAIL Many brands are pushing the boundaries in terms of marketing strategies, competing for customers in a congested market. There’s also another pressing factor which has pushed retailers across all subsectors to innovate – the shrinking UK high street. With the latest consumer fixation over the value of ‘experiences’, the characteristics of VR proved complementary to this demand and those at the helm of the retail industry have noted this. By immersing customers with a 360 degrees experience, they can essentially live within a campaign and experience a brand’s vision for their product. Virtual reality is also suited to the ever decreasing attention span of a younger audience, with Generation Z having a rapid window some say of just eight seconds – so making an impression matters more than ever. By its very nature, virtual reality is far more impactful for the user, allowing brands to take their customers on a simulated journey. As a result, more and more retailers are innovating their strategies, bringing them in line with an approach where creating experiences is key. Mixed reality solutions are adding new layers of customer engagement to the retail sector. Let’s take a look through some of the most prominent VR moments throughout the fashion, automotive, and food and drinks retail sectors. AUTOMOTIVE The automotive industry is an integral part of UK finances, worth around £82 billion in turnover and adding a staggering £18.6 billion in value to the economy. The sector has welcomed a whole host of VR and AR technologies to further advance the everyday automotive market. Plus, consumers are gradually engaging more with these concepts, overhauling the conventional car-buying experience. The traditional dealership has evolved into a digital showroom through the use of VR, making it a more immersive, interactive way for customers to shop. For example, simultaneous localisation and mapping technology (SLAM) can depict 360-degree vehicle visualization, allowing customers to view potential options before making a purchase. Automotive retailers are also enhancing the aftercare incentives of their vehicles, through intelligent systems such as Swedish motoring giant Volkswagens’ VR facility MARTA, which enables servicing employees to carry out maintenance checks in a Megan Johnstone, copywriter at Mediaworks, discusses adding a new dimension to retail sectors with AR and VR technology 44

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