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The Retail Innovators Guide To AR/VR
How to collaborate with even the most skeptical
colleagues to bring retail tech innov...
CONTENTS
03. Innovation Can Be a Long and Lonely Road
04. Lay it All Out: The State of Customer
Experience in Retail
05. T...
THE RETAIL INNOVATORS GUIDE TO AR/VR
3
Innovation Can Be a Long and Lonely Road
You’ve seen the future. You know what need...
THE RETAIL INNOVATORS GUIDE TO AR/VR
4
Prefer to shop in-store so they can “touch and feel”
products before buying
Lay it ...
THE RETAIL INNOVATORS GUIDE TO AR/VR
5
The PIONEERS Framework: 8 Steps to Implementing AR/VR for Retail
Incorporating AR/V...
THE RETAIL INNOVATORS GUIDE TO AR/VR
6
Find Your Footing
What to Know
About 3D Modeling
You’ve got a great idea to use AR/...
THE RETAIL INNOVATORS GUIDE TO AR/VR
7
Build Momentum
Open with a demo for stakeholders. Despite
being buzzed about for ye...
Make it Measurable, Accessible
Define success early in the process, and stick with that definition.
Keep in mind that no p...
Test and Scale
Ready your organization through testing, training, internal education and
marketing. Remember, if you can’t...
THE RETAIL INNOVATORS GUIDE TO AR/VR
10
What Success Looks Like: Retail
Mixed commerce experiences can drive up in-store
e...
THE RETAIL INNOVATORS GUIDE TO AR/VR
11
What Success Looks Like: New Home Construction
Buying a new home is big decision, ...
THE RETAIL INNOVATORS GUIDE TO AR/VR
12
What Success Looks Like: Model Home Tours
In a competitive housing market, buyers ...
THE RETAIL INNOVATORS GUIDE TO AR/VR
13
The award-winning suite of solutions for manufacturers,
retailers and home builder...
The Retail Innovators Guide to Augmented Reality and Virtual Reality
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The Retail Innovators Guide to Augmented Reality and Virtual Reality

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Retail needs emerging technologies to thrive, and you know that Augmented Reality and Virtual Reality will be a part of the future of retail. Learn how to lead change and get your organization on board in this exclusive eBook from Marxent. For more information, email letstalk@marxentlabs.com.

Published in: Retail
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The Retail Innovators Guide to Augmented Reality and Virtual Reality

  1. 1. The Retail Innovators Guide To AR/VR How to collaborate with even the most skeptical colleagues to bring retail tech innovations to market
  2. 2. CONTENTS 03. Innovation Can Be a Long and Lonely Road 04. Lay it All Out: The State of Customer Experience in Retail 05. The PIONEERS Framework: 8 Steps to Implementing AR/VR for Retail 06. Find Your Footing 07. Build Momentum 08. Make it Measurable, Accessible 09. Test and Scale 10. What Success Looks Like: Retail 11. What Success Looks: Homebuilding 12. What Success Looks Like: Model Home Tours 13. You’re Ready. So Are We.
  3. 3. THE RETAIL INNOVATORS GUIDE TO AR/VR 3 Innovation Can Be a Long and Lonely Road You’ve seen the future. You know what needs to be done. So, why isn’t everyone else on board?! Selling innovative ideas into a big organi- zation is like pushing green eggs and ham. Successfully implementing retail technology innovation takes more than having a good idea – or being right. To research, plan, convince, align and gather the support of your colleagues is no small feat. If you have an innovative idea that includes Augmented Reality (AR) or Virtual Reality (VR), there’s a chance that it may initially sound far-fetched to your colleagues. “How can this benefit us?” they’ll ask. “Is the technology ready?” But, once you show them how AR/VR can change your business and drive new revenue, your colleagues will thank you. Because it turns out that you were right all along, and they DO like green eggs and ham after all! Here’s how to identify your path to success with AR/VR.
  4. 4. THE RETAIL INNOVATORS GUIDE TO AR/VR 4 Prefer to shop in-store so they can “touch and feel” products before buying Lay it All Out: The State of Customer Experience in Retail What Do Shoppers Want? Shoppers like heading to the store, but don’t often enjoy the experience once they get there. Here’s what customers say they want from retailers. 1 TimeTrade, Capgemini Mobile and e-commerce have created a retail reality where shoppers expect a combination of personalization and convenience. Not only do they want extensive product selections, but they also look for customization and instant gratification. When it comes to convenience, a drive to the store can lose out to free two-day shipping or instant ordering. You can break retailers today into two cate- gories: tech companies innovating in retail, like Amazon and Wayfair, or traditional retail- ers trying to improve customer experience so they can compete on something other than brand, selection, location and price. In the latter group, office supply retailer Staples now offers co-working space in some of its Massachusetts stores. In Man- hattan, retailers launch temporary pop- up shops to reach customers in the right location. And, of course, Amazon recently opened brick-and-mortar bookstores. The company is also considering plans to open physical stores to sell furniture and home appliances. Offering everything from shops-within-a-shop to live entertainment, retailers are trying to make stores the place to be. Technology can help, especially Augmented and Virtual Reality. With AR/VR, companies can create mixed commerce experiences that are more fun and engaging while eliminating friction on the way to a purchase. 85% 64% 71% 75% 60% Are frustrated by the lack of in-store guidance and demos from associates Find it difficult to compare products when shopping in-store Want the ability to check product availability before heading to the store Want their store visit to be a social experience with friends and family
  5. 5. THE RETAIL INNOVATORS GUIDE TO AR/VR 5 The PIONEERS Framework: 8 Steps to Implementing AR/VR for Retail Incorporating AR/VR into retail isn’t as easy as setting up a few headsets and calling it a day. To deliver the best customer experiences, retailers need to learn how to maximize this technology. That’s why Marxent has developed an eight-step process that takes an AR/VR project from curiosity, conception and iteration through to a proven concept. Based on experience earned working on hundreds of projects across several industries, our PIONEERS framework is the recipe for a successful implementation. If you’re one of the pioneering retailers who’s decided to incorporate Augmented and Virtual reality in your business, this guide is for you. A new retail format where Augmented and Virtual Reality blend traditional brick and mortar stores with e-commerce. Mixed commerce unites online, in-store and at-home shopping into one confidence-building, awe-inspiring visual journey, leading to greater customer satisfaction and brand loyalty. Benefits include: Prepare by getting team buy-inP I O N E E R S What is Mixed Commerce? Learn how mixed commerce makes a difference in retail Endless aisles. Show all SKUs, not just inventory, in AR/VR Configuration. Design complex products in AR/VR Better displays. Pre-visualize shelves Omnichannel. Complement other channels Drive higher conversion. Create stickiness, convert to sale Imagine the full, long-term project Offer a demo Narrow down use cases Establish what success looks like Embrace the customer journey Ready to test use cases Shift from development to implementation
  6. 6. THE RETAIL INNOVATORS GUIDE TO AR/VR 6 Find Your Footing What to Know About 3D Modeling You’ve got a great idea to use AR/VR, but how do you take it from concept to reality? As with any emerging technology, you have to get your coworkers to fall in love with the idea as early as possible. Address all concerns — cost, logistics and even technophobia — head-on to avoid a key player vetoing the idea further down the line. Your stakeholders and decision-makers must understand the intrinsic value of the idea and how it will pay off for the organization in the long run. Companies tend to think in three- to six-month fiscal increments, but if you’re looking to do something innovative, you’ll need to break out of short-term thinking. Experimenting with new tech takes vision, leadership and determination, plus a dash of realism. Innovative people are often said to have their head in the clouds, but they’re actually taking a longer view than average. Picture how AR/VR might deliver value to your business over the next 12, 24 or 48 months. With that view, you’ll be able to see how your vision complements, rather than conflicts with, your company’s short- term goals. Learn more about 3D modeling for VR Most companies aren’t ready or equipped to create content for AR/VR, but there’s an industry devoted to the rapid creation of high-quality 3D models. 3D assetsarenotjustforyourAR/VRproject,theycanalso be used for photo replacements (at one-fifth or one- tenththecostoftraditionalphotography),e-commerce content, quality assurance and 3D printing. Prepare Imagine
  7. 7. THE RETAIL INNOVATORS GUIDE TO AR/VR 7 Build Momentum Open with a demo for stakeholders. Despite being buzzed about for years, most people have never seen the inside of a VR headset or messed around with an AR app. Seeing is believing, and you’ll generate more buy-in when you allow stakeholders to interact with the tech you’re proposing. Many products currently on the market can provide a little bit of a “wow factor” to stir your co-workers’ imagination. What do you need to start an AR/VR project? Be prepared to share the following assets with your technology partner: Project Preparation A touchscreen showroom brings VR to life without a headset After the demo, your team will be inspired to come up with new AR/VR applications for your business. Brainstorming is great — encourage everyone to share ideas. From there, narrow your options. Do you want to go AR or VR? If VR, which platform will you develop for? How much will these ideas cost? What’s actually possible right now? Working through these questions will help your team arrive at a proposed project that’s feasible and cost-effective. Offer Narrow Brand guidelines Business rules Brand font files Animation references Hotspot content and placement High-res images and logos 3D model specifications Video specifications
  8. 8. Make it Measurable, Accessible Define success early in the process, and stick with that definition. Keep in mind that no product is ever “complete” when shipped, and AR/VR is a technology that’s constantly changing, growing and improving. You can take learnings from an initial project to improve results in subsequent projects. Embrace the customer experience. The best technology in the world is useless if it fails to make the buying process easier and more enjoyable. Find ways to incorporate AR/VR as a natural part of the buying process, not an unwanted intrusion by technology. Establish Embrace AR/VR Analytics By providing new insights into how shoppers configure and interact with products and spaces, AR/VR will also introduce a variety of new metrics. Here’s just a few potential AR/VR metrics that will close gaps in how we measure engagement in physical and even online retail environments. VR empowers customers to visualize their dream products and living spaces. In time, data could clarify sources of inspiration on a demographic or individual basis. For example, you might find that younger visitors to a virtual hotel tour walk away feeling “inspired” to buy certain furnishings or décor, but few actually convert to sales. Such insight could be valuable for marketers. VR lets you track and test specific interactions — like gaze, touch, sharing, even smelling — against variables like texture or product type. That provides insight into the meaning behind interactions. Does a longer gaze translate to higher sales? Do sales improve if a customer stands a certain distance from the product? Does sharing on social lead to more conversions? VR will provide insight into how consumers want to configure spaces and products. For example, you might learn that customers spend most of their time looking at the breakfast nook in a model kitchen, or customizing seat options on a motorcycle. This insight could validate current product offerings or suggest entirely new configurations to add to your product line. Retailers understand basic purchase affinities (buying milk with cereal, or sauce with pasta) and some lesser-known ones (diapers and beer, chocolate and advil). With VR, you’ll be able to test and discover pre-purchase affinities, which could put you on the cutting edge of product trends. Imagine being the first TV maker to learn that people want to watch in the shower and need a waterproof TV. Sources of Inspiration Configuration Insights Trial and Use Affinity Product Interaction See what’s possible with an in-store VR showroom
  9. 9. Test and Scale Ready your organization through testing, training, internal education and marketing. Remember, if you can’t explain to your coworkers how your new innovation works, what hope are you going to have with the general public? It’s vital that you spend time working out exactly how you want your product to work, and how you want to explain it to the rest of the world. What Are My Responsibilities? Every enterprise has a role to play in the development of their AR/VR experience. Here are the different assets and resources to provide to your technology partner: Ready You did it! You’ve developed a new AR or VR application. It’s been tested. It works. It’s now being implemented. Time to sit back, rest a little bit on those laurels, and pat each other on the back, right? Not even close. Your next step is to plan the move from development to scale, service, support, marketing, training and deployment to the enterprise. Shift IT contacts Content source material Content approvals Design support Branding guidelines REST Services and APIs UI/UX guidance and approvals App submission and marketing Project management support Give your customers the power of VR from any web browser
  10. 10. THE RETAIL INNOVATORS GUIDE TO AR/VR 10 What Success Looks Like: Retail Mixed commerce experiences can drive up in-store engagement. The North Face, for example, offered virtual tours of Yosemite National Park and the Moab desert for customers in its Chicago, San Francisco and New York stores – a perfect fit for a retailer specializing in outwear and apparel. At the same time, AR/VR can help you engage customers away from your physical store, keeping your brand top-of-mind and driving sales no matter where they are. Myer, an iconic retail brand in Australia, launched a virtual department store in partnership with eBay that offers both of those benefits. An Awe-Inspiring Experience Consumers download a smartphone app and pop on a branded eBay/Myer headset (called “Shopticals,” the headset resembles a Google Cardboard). From there, customers browse a fully designed virtual department store, using only their eyes to call up information about availability, price and more. Personalized, Simplified Purchasing Over time, the app learns and adapts to the customer’s product selection preferences, delivering a more personalized experience. Buying is easy — buyers simply look at the “Add to Basket” button next to their desired item, and the app sends them to eBay to complete the purchase. AR for Furniture Retailers Fast and flawless, Furnished™ makes it possible to publish realistic 3D models of an entire home furnishings catalog to an expertly designed in-context furniture shopping app that integrates with mobile commerce product pages. Check out Furnished™ from Marxent
  11. 11. THE RETAIL INNOVATORS GUIDE TO AR/VR 11 What Success Looks Like: New Home Construction Buying a new home is big decision, and it can take a long time for a buyer to feel confident enough in their purchase to make the jump. Home builders have long used online “virtual tours” to give prospective buyers a better look at their properties via browser, but VR can deliver an even richer experience. PulteGroup, one of the country’s largest home builders, has created a VR experience that allows home buyers to walk through 3D renderings of two communities in the company’s portfolio. All it takes is a simple VR head- set or a smartphone app at home. Confident Home Buying Decisions The VR experience for PulteGroup’s Tampa-based Starkey Ranch uses real-life, existing decorated condos to give buyers an accurate look at their potential home. Customers are able to browse layout, fixtures and appliances, and get a better feel for the physical space in a virtual walkthrough. Unlimited Inventory and Space Crucially, VR has helped PulteGroup showcase units when they don’t have a real-life designer-decorated model to show. By using a CGI model in VR to demo their New York-based community, PulteGroup has been able to offer tours of new units, already selling one-third of its 27 stacked condos. Markerless VR benefits Markerless AR is perfect for in-field and direct-to-consumer sales. VisualCommerce™ Mobile features high-fidelity visual- ization, configuration, and dual-mode operation so you can always get the best experience possible. Learn more about VisualCommerce™ Mobile
  12. 12. THE RETAIL INNOVATORS GUIDE TO AR/VR 12 What Success Looks Like: Model Home Tours In a competitive housing market, buyers have to make purchasing decisions in a hurry. But, they don’t want to jump into a large purchase like a home without first tak- ing a look around the property. Confidence is key to the home buying decision. That’s where virtual tours can make a big difference. Brookfield Residential offered potential home buyers VR-powered tours of its properties in San Diego County, which allowed the builder to generate interest in properties before construction was complete. Get Buyers Excited The ability to offer complete, realistic tours of their properties several months before construction is fin- ished means builders can get prospects excited to buy sooner in the process. At the same time, VR offers customizable décor and design, which could help buyers build the home of their dreams. Work with Remote Buyers If a potential buyer can’t make it to an in-person showing, a virtual tour allows them to take a look at their potential home sooner. That helps builders and even real estate agents extend their reach beyond local buyers and shorten time-on-market for more of their properties. VR for Model Home Tours When realism and portability are paramount, VisualCommerce™ Mobile with markerless AR is the perfect fit. Designed to em- power retailers, manufacturers and the in-field salesforce with powerful Augmented and Virtual Reality visualization without the complexity and expense of deploying HMDs. Learn more about VisualCommerce™ Mobile
  13. 13. THE RETAIL INNOVATORS GUIDE TO AR/VR 13 The award-winning suite of solutions for manufacturers, retailers and home builders, VisualCommerce™ brings the power of Augmented and Virtual Reality to the home design and products shopping experiences. Talk to a consultant to find out how others are using Virtual Reality to inspire their customers letstalk@marxentlabs.com 727-851-9522 You’re Ready. So Are We. Don’t delay on getting your new mixed commerce experience off the ground. If you’re facing roadblocks, we are ready to face them with you. Marxent has the expertise and technology to help you create amazing in-store experiences that will revolutionize your retail business. Let’s get it done. Our complete, ready-to-roll showroom solutions are designed to bridge digital and physical shopping with end-user applica- tions that are tailored to how you sell, so you can create immer- sive experiences that drive engagement and conversions.

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