Extended Reality usecases for B2C and B2E - Virtual Meetup September 2021

XR ENABLED SERVICES
Discover how new usages based on
Augmented Reality and Virtual Reality
can boost Customers and Employees
interactions and efficiency

Copyright © 2021 Accenture. All rights reserved. 2
AT YOUR SERVICE
Vincent Guigui
Extended Reality Lead FR/Gallia
OCTO Technology / Liquid Studio
vincent.guigui@accenture.com

LIQUID STUDIO
+ OCTO TECHNOLOGY
+ ACN TECHNOLOGY
BRIDGING
INSPIRATION &
INDUSTRIALIZATION
ENG. / FACTORY
SERVICES
AI / DATA BLOCKCHAIN XR IX.0

EXTENDED REALITY ?
IN A NUTSHELL
Augmented Reality (Mobile)
Augmented Reality (Smartglasses)
Virtual Reality
Improving customer
connections and experiences
Creating & monetizing new
content, services & products
Optimizing employee
performance, resources and
talent
Reducing design &
production costs

OUR XR PRECISION PLAYS,
FOR THE ENTERPRISE
AND CONSUMER
AR Connected
Worker
Enable your field force to
tap into remote experts
and banks of knowledge
within context of the job
being performed, and to
capture / log data instantly
and hands-free.
Immersive Learning
Train employees on core
competencies in safe
environment and consistent
manner, be it for soft skills (eg.
leadership) or hard skills (eg.
repairing an engine).
XR Collaboration
& Events
Bring employees into a
virtual space to meet,
collaborate and learn. Let
them break the barrier of
distance and enjoy the
social aspects of being at
work.
XR Customer
Journey
Engage customers in a more
immersive e-commerce
experiences with virtual
stores, branded storytelling,
realistic product visualization
and augmented try-ons.
XR Product &
Service Strategy
Build the future roadmap
for your services and
products using XR with
Accenture. Plan the
strategy for their roll outs
and measurement for
employees and customers.
Virtual Research
& BIM
Simulate physical places
and layout in VR and
assess product placement
impact on decisions, health
& safety, compliance, etc.

Learning and continuous development is a key
differentiator for companies to stay ahead of competition
and retain best talent. Immersive Learning offers that
cutting-edge whereby it engages learners’ cognition and
senses, and offers a level of mastery only possible by
“Experiential Learning”.
Immersive Learning via XR allows for Soft Skills training
(e.g. leadership skills, Inclusion & Diversity biases, sales
tactics, safety measures, etc). It also facilitates Hard
Skills training (operating a machine, maintaining
equipment, assembling a product, etc).
IMMERSIVE
LEARNING

EXPERIENTIAL LEARNING IS THE KEY TO
RETENTION
After 2 weeks, we tend to remember:
PASSIVE
10% of what we READ
Reading
20% of what we HEAR Hearing words
30% of what we SEE Looking at pictures
50% of what we HEAR & SEE Watching a movie, looking at an exhibit, watching
a demonstration, seeing it done on location
70% of what we SAY Participating in a discussion, giving a talk
90% of what we SAY & DO IMMERSIVE LEARNING
Simulating the real experience, doing the real thing
ACTIVE

IMMERSIVE LEARNING HELPS
SOLVE THE SKILLS GAP
Practice complex or dangerous
process
Learning through immersive simulation of
complex processes or dangerous
environments.
Develop collaborative people skills
Learning through simulated human interactions,
focused on enhancing core people skills such as
communication, empathy and awareness.
Enhance core learning
Learning through engaging, interactive content.
Accessible to anyone, wherever they are
In comparison to in-person trainings, which are difficult to scale,
VR allows real-life experiences ATAWAD
Deeper learning and retention
VR training allows the trainee to “do,” rather than just “read,
see or hear”. Learners recall more using virtual teaching
methods than traditional methods, resulting in a 76 percent
increase in learning effectiveness.
More powerful learning experience.
VR training creates emotional engagement comparable to
real-life scenarios, resulting in a better learning

WATCH DEMO

VR RESEARCH
An offering that enables clients to create VR spaces to
evaluate the impact of new product placement,
store/shelf layout, or category assortment on
customers’ buying decisions and in-store experience. No
need for costly and lengthy physical mock-up stores or
prototypes to test hypotheses.
VR Research tracks and analyses customers’ gaze,
interaction with products, and navigation in virtual
spaces to provide accurate insights on behaviours. All
this using cutting-edge XR technology, eye tracking,
cloud biometrics cognitive analytics, and hardware
management services.

Definition:
 Enables companies/retailers to create VR spaces to evaluate the
impact of new workspace layout, store layout, shelf layout, or
category assortment
 VR Research tracks and analyses users’ gaze, interaction with
objects/products, and movement in virtual spaces to provide
accurate insights on behaviours. All this using cutting-edge XR
technology, eye tracking, cloud biometrics cognitive analytics, and
hardware management services.
Potential functional applications
that can leverage AR VR:
 Space optimization (safety and crowd management)
 Gestures and HSE procedures (Immersive learning)
 Product design & assortment / Popup Store
 Improve Retailer engagement (for Brand)
 Improve Consumer engagement (for Retailer)
 Preview in-store placement using mobile or glasses
Value:
 Test hypotheses, improve visibility and optimize traffic at lower cost
compare to physical mock-up.
 Unlimited re-do’s.
 Retail: Gain insights on customers’ buying decisions and improve in-
store experience.
VR RESEARCH
Danone – VR Collaborative Design Platform
Australia (2017)

VR RESEARCH
Definition:
 Enables companies/retailers to create VR spaces to evaluate the
impact of new workspace layout, store layout, shelf layout, or
category assortment
 VR Research tracks and analyses users’ gaze, interaction with
objects/products, and movement in virtual spaces to provide
accurate insights on behaviours. All this using cutting-edge XR
technology, eye tracking, cloud biometrics cognitive analytics, and
hardware management services.
Potential functional applications
that can leverage AR VR:
 Space optimization (safety and crowd management)
 Gestures and HSE procedures (Immersive learning)
 Product design & assortment / Popup Store
 Improve Retailer engagement (for Brand)
 Improve Consumer engagement (for Retailer)
 Preview in-store placement using mobile or glasses
Value:
 Test hypotheses, improve visibility and optimize traffic at lower cost
compare to physical mock-up.
 Unlimited re-do’s.
 Retail: Gain insights on customers’ buying decisions and improve in-
store experience.
SCAN THIS WITH
YOUR PHONE

DIGITAL TWIN & THREAD
OPPORTUNITIES
USE DATA AS A STRATEGIC RESOURCE - create new revenue streams
using data, apply analytics on data to improve operations (first time quality,
manufacturing throughput)
INNOVATE AND DIFFERENTIATE SERVICE OFFERINGS (aftermarket
services, value-added services, new service based revenue models)
SHRINK CYCLE TIME AND DRIVE COST DOWN in Design,
Manufacturing (model-based design, additive manufacturing) & After sales
IMPROVE OPERATIONAL EFFICIENCY- improve production ramp up and
quality, ability to deliver personalized services to the good product
SYNCHRONIZE AND COLLABORATE WITH PARTNER ECOSYSTEM
in order to optimize products over the entire lifecycle leading to improved end-
customer experience

DIGITAL TWIN FOR MAINTENANCE
WATCH DEMO

COVID-19 has profoundly affected consumer behavior and accelerated
the move towards digital channels for commerce. Those however are
not able to meet all customer expectations. 36% of shoppers miss
aspects of the typical in-store experience, and they are 12-15% more
satisfied with Retail than Digital.
This perceptual physical/digital divide could cost sales growth
opportunities in product categories consumers buy online today.
Creating online Virtual Stores brings new, yet intuitive shopping
paradigms that extend those of the real world and promise to capture
customers’ attention. It encourages them to browse and connect with
products, not only transact. And they can instinctively apply their sense
of spatial awareness.
They can also see and interact with products, digital displays,
assistants (in the form of avatars), and even other shoppers.
COLLABORATION &
VIRTUAL SPACES

ACCENTURE IMMERSIVE
COLLABORATION PLATFORM
CLIENT MEETINGS
WORKSHOPS
BRAINSTORM
TEAM BUILDING
WATCH DEMO

VIRTUAL SHOW FLOOR

Timberland store
VIRTUAL STORE
Virtual Dior Flagship Store

Connected Workforce refers to digitally-enabled workers in
services and manufacturing. They can utilize a combination
of mobility, IOT sensors, asset tracking, virtual agents,
analytics and wearables to execute their activities more
quickly, accurately and safely.
A connected worker has dynamic access to the data they
need and the digital systems that drive the industrial lifecycle,
contextually, anytime anywhere.
They can access remote experts, follow step-by-step
instructions, log inspection outcomes, capture knowledge,
and show data directly in situ. This leads to +55%
reduction in error rates and up to 50% productivity
improvement for new operators.
CONNECTED
WORKFORCE TASK GUIDANCE
INSPECTION
KNOWLEDGE CAPTURE
REMOTE ASSISTANCE
CONNECTED TOOLS/SENSORS

MICROSOFT HOLOLENS

DIGITAL TWIN & GUIDED METHODS
WATCH DEMO

SMARTGLASS
GOOGLE GLASS
VUZIX
REALWEAR

WATCH DEMO
AUGMENTED REALITY & VOICE-ACTIVATED
COMPANION FOR GUIDED PROCEDURES
& REMOTE ASSISTANCE
Accenture’s Extended Reality team has been working closely with a
multinational pharmaceutical corporation to build an XR Factory strategy in
charge of Studying, Developing and Integrating Augmented Reality and
Virtual Reality services to improve Lab technicians efficiency and safety,
• Global assessment of existing AR/VR projects and business needs
• Decision matrix: 3rd party solutions vs bespoke Developments
• Collaborate with IT/Digital entities to establish deployment and device
management strategy
• Creating AR/MR/VR apps integrated with business processes and Lab
existing toolbox
VOICE-ACTIVATED
ASSISTANT
Efficient and safe
interaction using
voice recognition and
language
understanding
REMOTE
COLLABORATION
knowledge sharing
between plants
globally
DIGITAL
PROCEDURES
With annotations
(photo, video, voice)
XR STRATEGY
Assess needs and
find solutions

CASE STUDY: AR
MANUFACTURING
FOR PRODUCTION AND REMOTE
SUPPORT
HOW IT WORKS
Accenture’s Extended Reality team is working closely with a
multinational pharmaceutical corporation on Digital Plant initiatives
to address specific challenges for the Pharmaceutical industry
Under this program, Accenture has supported the client with a
variety of different XR deployments. One particularly
successful pilot was the integration of smart glasses platform,
Skylight, into their changeover and knowledge management
processes. It allowed for virtual over-the-shoulder
troubleshooting with subject matter experts using the device's
camera and ability to view the remote SME’s desktop. Smart
glasses are also used for Guided Method Execution. SOPs can
be digitized, allowing for hands-free, step-by-step process
execution, enriched with media.
VALUE PROPOSITION
1. By offering a way to easily record tasks and training, knowledge transfer has
become more streamlined, easy to access, accurate and more effective.
2. Remote collaboration has also cut down on lead times when it comes to
resolving issues that require remote vendor SME support
3. As a result, the client has expanded the pilot to an additional 10+ plants globally
and is jointly developing more pharma specific functionality around GXP.
REMOTE
COLLABORATION
knowledge sharing
between plants
globally
TRAINING AND
ONBOARDING
Faster onboarding
and cross
functional cost
sharing
DIGITAL
PROCEDURES
With annotations on
a live video feed

XR is an all-rounded medium that can be used to
immerse customers in product story narratives and
engaging experiences. A powerful tool for sales people
to demonstrate heavy, large, abstract, expensive or
delicate products more vividly and realistically to
prospect customers than slides or print outs.
XR can be used to virtually configure the realistic
appearance of a physical product without damaging it,
tell its features though a game, or simply enable seller
and buyer to collaboratively design a product without
being co-located.
IMMERSIVE SALES

CONSUMER JOURNEY
Definition:
 Using everyday smartphone, brands can reinvent the browsing/shopping
experience + a layer of information and redirect consumer to new content and
media experiences
Value:
 Consumer engagement (before and after buying) and brand presence go one
closer by being available :
 ATAWAD : AnyTime AnyWhere AnyDevice
 SOLOMO: Social Local Mobile
 COVID19-compliant: Discover the product without touching it
Potential functional applications that can leverage AR on mobile:
 Provide product tailored information / nutrition facts
 Create new experiences to consumers
 Reduce experience gap between Physical Retail and Digital
 Leverage social media platform to increase brand impact
Red Bull Knockout 2018
Shopping enhanced by Augmented Reality

LIVE DEMO
Ralph Lauren Bag Yamaha Tenere 22 Factor

LIVE DEMO
Augmented packaging/flyer
Super mario Cereal box Snapchat, Instagram,Tiktok

VIRTUAL TRY-ON
40% of online shopping ends up being returned, a huge
logistical & profit challenge for retails. Virtually trying
purchases without physical products can increase buying
confidence, and as a result reduce returns and their
associated environmental and operational impact.
It also opens up the range of products to try and shop
beyond what physical displays can offer. Even, it allows
people go places without traveling!
This solutions can be applied to wearable goods like
glasses, shoes, or make-up, as well as to appliances,
furniture, cars, or even stadium visits. It can manage the
end-to-end user journey on web, mobile, social, and even
in-store (as in smart mirrors or interactive window
displays)
Photo source: http://www.corumeo.org/inden.asp?cid=130&zhen=try+sunglasses+online+ray+ban&xi=4&xc=20&pr=27.99

On Mobile…
And even on
Social Media!
OnWeb…
TWO FLAVOURS FORTRY-ON
IKEA Place App
Wanna Kicks App
1.TRY PRODUCTS AROUNDYOU
Place products from e-commerce sites in your living room, kitchen, garden,
etc. Inspect & customise them in context with realistic effects (ambient
light, reflections, colours, sizes, etc) to assess their fit before
committing to buy.
Or erect virtual doors to walkthrough into a live football match in
stadium, or into a desired travel destination.
Create a sense of psychological ownership that drives a must-have
buying decision!
2.TRY PRODUCTS ONYOU (FASHION/JEWELERY)
Virtually try jewellery, make-up, glasses or shoes without necessarily having
access to a physical product.This is ideal for online shopping, and even for in-
store when not all variations of a product are available on display.
Virtual try-on can overcome the hygiene concerns from COVID-19, speed up
in-store transactions, and allow future personalisation. With virtual try-on,
retailer can reduce returns by 25% and increase conversion by 80%.

Copyright © 2021 Accenture. All rights reserved.
SALES REP REAL-TIME AR
CAR CONFIGURATOR APP
Car dealerships have confined physical spaces. They try to display as many
models as possible but often show only a handful. Sales advisors refer to
pictures of models or accessories not on display and use color swatches to
present possible options. These however do not always help in hooking
prospect sale or in shortening the decision process.
Accenture developed an iPad application that enables CUPRA’s sales
advisors to present their full catalog of car models, regardless of the space.
They can show “virtual” cars on the showroom floor for people to walk around
and even inside. Also, they can augment physical cars (in the showroom)
with different paint finish and accessories to see it in realistic context.
Potential Use-Cases:
• Track a home appliance and accurately place assembly steps around it
• Augment a vehicle with contextual maintenance instructions that would
speed up the job
• View all variant colours of a professional food mixer and test all its add-
on attachments (virtually)
See more
Real car
color
Augmented
color

WECOVERXRPROJECTEND-TO-END,FROMSTRATEGYTO
BUILD,INTEGRATE,SCALE,DEPLOYANDOPERATE
• XR Perform vendor selection
according to requirements,
leveraging Accenture assets or
third-party solutions available
on the market
• XR Hardware assessment and
fit.
• Select appropriate IT
infrastructure (hardware,
software, network,
security…) and provide
solutions if needed.
• Define technical architecture a-
suitable to scale across
desktop, mobile & headset.
Perform integration of the
selected training and IT
solutions
• Create and deploy specific XR
solutions (including
performance evaluation, 3D
content creation or scanning)
and scale them to new groups
of end users.
• Ensure Change Management
program is on track and post-
deployment support is flawless.
• Set XR Change Management
strategy
• Align XR to overall learning and
execution strategy.
• Blended Learning strategy
• Soft- and hardware training,
train the trainer sessions
• Operational readiness
assessment
• Operational & improvement
support
• Ingoing User adoption and
satisfaction
• Value realization and business
value support
LEARNING & CHANGE
MGMT STRATEGY
BUILD, DEPLOY, SCALE
& SUPPORT
DEFINE TECHNICAL
ARCHITECTURE
INFRASTRUCTURE
RECOMMENDATIONS
SOFT- HARDWARE
VENDOR
SELECTION
DIGITAL & XR
STRATEGY ROADMAP
PROGRAM MANAGEMENT – ENSURING TIMELY COMPLETION OF TODAY’S GOALS WITH A PURPOSEFUL VIEW ON TOMORROW’S ROADMAP
• Stakeholder identification &
commitment
• Learning Process Baseline &
KPIs
• Acculturation, Visioning and
Inspiration Session
• Future state of operating
Model and gap Assessment

Vincent Guigui
Extended Reality Lead FR/Gallia
vincent.guigui@accenture.com

2. Discovery
Workshop
Frame the problem,
understand the
context, ideate
experiences
4. Elaboration
Workshop
Explore ideas in depth,
define high-level
technical & creative req.,
agree KPI
3. Research &
Storyboarding
Visually communicate
outcomes, review ideas,
set direction
5. Solutioning
Define hardware
& software to use,
UX/UI, technical
architecture, team
structure
6. Delivery Plan
Align & execute
design, development
& testing to defined
milestones
7. Start Sprinting
Build, evaluate &
iterate at quality &
speed to business
objectives, with client
direction
1. Intro to XR
Workshop
Background,
examples,
Accenture
portfolio, demos
A VALUE-DRIVEN “EXPLORE & DELIVER XR” FRAMEWORK
EXPLORE
DELIVER

WHAT WE CAN OFFER
Clear vision and strategy
Set a clear path and coordinated
approach to prioritize use cases across
the enterprise.
Talent and learning
experience
Deploy the best industry expertise to
implement immersive experiences
most effectively.
Global VR expertise
Development capability that can repurpose
and create 3D content as required for global
deployment.
Ability to scale
Build pilot and scale it as a global
transformation programme with an expansive
global talent network.
Partner ecosystem
for enterprise solutions
Built leading partnerships with major
players and tools in the XR space.
Systems integration
experience
Integrate with existing enterprise and
corporate systems, e.g. LMS.

EXPERTISE CONSTRUCTS
Strategy &
Innovation
• Ideation of application of XR technologies
• Business case development
• Services design expertise
• Experience strategy expertise for specific use case
types (e.g., Immersive Training, Immersive
Marketing)
• Identification of leveraging emerging XR
technologies (e.g., haptics)
XR Studios &
Labs
• Project team style work: “envision-design-create”
• Creation of bespoke 3D assets & environments
• Design thinking experts
• 3D designers, artist, animators, etc.
• Relevant development expertise: Unity/Unreal,
PTC, Upskill, etc.
• Product Managers
• QA
3D Asset/Content
Production
• Scaled development of reusable 3D assets
• Create, Convert, and Capture expertise (including
360 video development)
• Global distributed model
• For existing experiences, ongoing improvements
and creation of new end-user content (e.g., new
curriculum for learning)
Technology Architecture &
Standards
• Device/HMD expertise
• XR architectural design expertise (e.g., cloud
rendering, multi-enablement)
• Define XR standardized development and run-
time standards
• Security and scaling expertise
Experience Analytics &
Insights
• Data scientist
• Capture and analyze rich data set from users
actions in XR (e.g., head and eye tracking)
• Translate data into actionable changes to improve
experiences
• Develop and apply advanced algorithms for
actionable business benefit
Application & Infrastructure
Support
• XR application monitoring and troubleshooting
• XR-skilled Tier 1 helpdesk support
• MDM-like support for Smart Glasses and VR HMDs
• Hardware refreshes

ECOSYSTEM PARTNERSHIPS
• Broad ecosystem of vendors & technologies which can be bundled in our activities (integration, licensing,
resale,,,)
• Deep insight into existing and future technologies
• Strategic relationships with all major platform players (e.g., Oculus, HTC, Google, Microsoft…) and Learning
orientated companies (e.g., Upskill, Immerse.io…)

XR CoE SERVICES
Strategy & Innovation • Ideation of application of XR technologies
• Business case development
• Services design expertise
• Experience strategy expertise for specific use case types
(e.g., Immersive Training, Immersive Marketing)
• Identification of leveraging emerging XR technologies (e.g.,
haptics)
XR Studio • Project team style work: “envision-design-create”
• Creation of bespoke 3D assets & environments
• Design thinking experts
• 3D designers, artist, animators, etc.
• Relevant development expertise: Unity/Unreal, PTC, Upskill,
etc.
• Product Managers
• QA
3D Asset/Content
Production
• Scaled development of reusable 3D assets
• Create, Convert, and Capture expertise (including 360
video development)
• Global distributed model
• For existing experiences, ongoing improvements and
creation of new end-user content (e.g., new curriculum for
learning)
Technology Architecture
& Standards
• Device/HMD expertise
• XR architectural design expertise (e.g., cloud rendering,
multi-enablement)
• Define XR standardized development and run-time standards
• Security and scaling expertise
Experience Analytics &
Insights
• Data scientist
• Capture and analyze rich data set from users actions in XR
(e.g., head and eye tracking)
• Translate data into actionable changes to improve
experiences
• Develop and apply advanced algorithms for actionable
business benefit
Application &
Infrastructure Support
• XR application monitoring and troubleshooting
• XR-skilled Tier 1 helpdesk support
• MDM-like support for Smart Glasses and VR HMDs
• Hardware refreshes

3D SCANNING & ADVANCED MODELING
VIEW 3D SCAN
3D Object creation: from facility scanning & vendors CAD importation to 3D modeling
Life-like avatars: body tracking & motion capture

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