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Redefining the customer experience through immersive technology

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Presentation from NRF 2020: Retail’s Big Show.
-- Tomas Stocksen, Innovation & Business Development, H&M Group
-- Kathy Wang, Director of Product Strategy and Business Development, Magic Leap

Published in: Retail
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Redefining the customer experience through immersive technology

  1. 1. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION 1
  2. 2. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION 2
  3. 3. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION What is spatial computing? 01 How can I use spatial computing to re- imagine the retail experience for my brand and customer? 02 Why should I be investing in spatial computing now? 03 How do I get started with spatial computing? 04 3
  4. 4. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 4 01
  5. 5. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 5
  6. 6. Spatial computing enables the blending of digital content and the physical environment Digital environment that isolates you from the physical world Digital content that overlays on top of your physical world Digital content interacts with your physical world MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION 6
  7. 7. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 7 Evolution of Communication Devices Evolution of Personal Computer Devices PSTNVoice 1GVoice 2GMMS 3GInternet 4GVideo Technology moves fast Spatial computing is the new frontier 5G+ Mobile internet and general purpose computing replaced by one device SPATIAL COMPUTING
  8. 8. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION LIGHTWEAR Industry leading operating range Physiologically safe clipping planes Highest volume viewing frustum Dedicated computer vision processor Speech recognition Real-time eye tracking Spatialized audio Iris ID LIGHTPACK Persistent objects High powered chipset 6-Core CPU design Up to 1.7GHz processing speeds CONTROL 6 DoF controller Gesture tracking Multi-modal input 8 MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION
  9. 9. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION Four pillars of spatial computing Magic Leap 1 is just the first step 01 02 03 04 9
  10. 10. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 10 02
  11. 11. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION Consumer- Focused Interactive shopping (e.g., native app, web experience) 1 Enterprise- Focused Shopping Brand Marketing Operational Efficiency Design + Creative ML digital goods (e.g., avatar accessories) ML physical goods (e.g., carrying case, strap) Experiential retail (e.g., in-store, pop-up, location-based) HCAI interactions (e.g., stylist, brand ambassador) 2 3 4 5 Employee training1 Supply chain + inventory mgmt Manufacturing + production Product design + development Store planning + visualization 2 3 4 5 11 Key retail use cases
  12. 12. 12 In-store spatial commerce activations
  13. 13. 13 In-store fan experience activations
  14. 14. 14 In-store operations management
  15. 15. New York, 12 January 2020 Tomas Stocksén HOW CAN IMMERSIVE TECH REDESIGN FASHION’S RETAIL FUTURE?
  16. 16. General Information H&M Group at a glance ― 74 markets ― More than 5,000 stores ― E-commerce in 51 markets ― Over 177,000 employees ― Net sales SEK 210 billion (22 MDR USD) ― Profit after tax SEK 12.652 billion (1,3 MDR USD)
  17. 17. General Information Our brands
  18. 18. General Information Our purpose We believe in making great design part of life By building a family of brands and businesses, and a network of partnerships, we take design to the people. Always being mindful of the world we live in. Together we strive to design, create and share: — Products that enrich lives — Experiences that delight — Business that does right by all We are guided by our values and we aspire to the most loved design group in the world.
  19. 19. General Information Immersive tech ―3D/AR/VR as enablers for —Creativity —Personalization and co-creation —New retail experiences —New business models ― DIGITAL TWIN OF PPP ―TEST, FAIL, LEARN AND SUCCEED PLACES PRODUCTS PEOPLE
  20. 20. General Information Marketing – Location-based experience: H&Moschino (NY, 2018)
  21. 21. General Information Immersive tech ―3D/AR/VR/Spatial computing as enablers for —Creativity —Personalization and co-creation —New retail experiences —New business models ― DIGITAL TWIN OF PPP ―TEST, FAIL, LEARN AND SUCCEED Upcycling of existing garments Personalize YOUR garments Do it in an engaging way!
  22. 22. General Information Marketing - Location based experiences: H&Moschiono (2018) 22
  23. 23. General Information Become the designer that you always wanted to be!
  24. 24. General Information Showcased at Copenhagen Fashion Summit, Change Maker Lab Berlin & Collision Toronto (2019)
  25. 25. General Information Approach — To use this look of the page (picture as background), you need to manually insert the image and a new white box into the background, behind the text layer. — Always select images that work together visually. — Primarily for external presentations. Personalization and on-demand textile printing
  26. 26. General Information Retail store experience - H&M x Star Wars (Tokyo, 2019) “It is a great example of how technology can help giving a garment an added value through product customization and on-demand production. This will allow future business models to be more sustainable by avoiding over production and creating meaningful products that will be loved and cared for longer.” - Lucas Seifert (Country Manager, H&M Japan)
  27. 27. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 27 03
  28. 28. General Information 72% of millennials would rather open their wallets based on experiences rather than on material items. 8 in 10 millennials say some of their best memories are from an event or live experience. Source: Harris Group
  29. 29. General Information Expenditures on experiences have grown ~4x faster than expenditures on goods and ~1.5x faster than expenditures on overall personal spending. Source: McKinsey & Company
  30. 30. MAGICLEAP 2020 CONFIDENTIAL NOTFORDISTRIBUTION 30 Retail experience learnings from utilizing immersive tech - Tech-driven solutions give us new possibilities but also set new demands - Customer engagement is key - “Wow effect” - Drive traffic to stores - Drive sales
  31. 31. Retailers up investment in enhanced brand experiences to drive sales - 87% of executives to increase investment in experiential marketing - Consumers are 74% more likely to buy a product after a meaningful brand experience - A memorable retail experience can drive 140% ancillary spend / lift Source: Event Marketing Institute & Mosaic
  32. 32. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 32 Key reasons to invest in immersive customer experiences
  33. 33. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 33 04
  34. 34. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 34 1. Leverage space + scale + persistence 2. Integrate the physical + digital 3. Explore new interaction modalities 4. Enable social, multi-user experiences 5. Focus on design + impact versus length Getting started: Creative best practices
  35. 35. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION 35 1. Engage millennial customers as early adopters 2. Allow 6+ months for development time 3. Leverage mobile as spectator + companion pieces 4. Incorporate social capture + broadcast component 5. Optimize training, user flow + logistics Getting started: Operational best practices
  36. 36. MAGICLEAP 2019 CONFIDENTIAL NOTFORDISTRIBUTION THANK YOU 36 Contact:

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