Whenever a new technology platform emerges, the traditional retail industry usually welcomes changes, but often the process is not so smooth, and consumers generally prefer more convenient and cheaper e-commerce. On the other hand, many small and medium-sized enterprises and physical retailers have slowly faded out of sight after being hit by major companies like Amazon.
Fortunately, as an emerging technology platform, AR may bring about a revival of the physical retail industry. Today we came to listen to several AR technology supporters on how this technology reversed the decline of physical sales and stimulated the desire of consumers to go shopping in person.
Reduce customer churnFor the retail industry, with the growth of millennials, the retail trend has shifted from products to experiences. For this reason, even if online shopping is more convenient, many customers will still choose to walk into the store. In general, people still value the interaction and experience value of physical store shopping. For retailers, this also provides them with an opportunity to use technology to truly increase product value and improve customer service quality.
Alice Bonasio is a professional VR/AR industry reporter. She thinks: “One of the major challenges facing retailers today is that customers can't try out before buying, which will lead to the loss of customers. When it comes to large products such as furniture or appliances, consumers judge the size of available space. It often causes headaches for them, or returns due to the fact that they are not placed in the home.â€
"However, AR technology allows customers to see a product in the store, return home before placing an order online. Actually project the item to the appropriate location. Such a comprehensive experience will add value to the consumer shopping experience and help Retailers avoid losing customers."
Increase customer supportIt is often said that the Internet is a world where borders and locations are irrelevant. Ironically, over the past few decades, the Internet has helped cities such as Tokyo, London, and San Francisco to become more economically competitive, while those less prominent "marginal cities" have fallen behind. . Fortunately, AR technology may be the first platform that can truly make borders and locations unimportant. It can also provide customer support to users in remote areas.
Cathy Hackl is an out-and-out AR supporter who has published "Marketing New Realities." “In the future, consumers may be walking around with mixed reality glasses and enjoying real-time holographic customer support. Imagine a disabled woman in West Virginia is working remotely on VR heads, and a holographic projection at a shopping center in San Francisco. Or on the airport's helpdesk, which will enable consumers to gain experience from face-to-face interactions, save costs without having to hire more expensive local employees, and have a positive social impact on those rural communities that have no access to jobs. â€
Hackl said: "The holographic AR customer support will not only transform our existing experience, but also significantly improve it, especially if artificial intelligence can be implemented as part of the experience. The holographic customer support agent for the physical store can Customers display a large number of 3D digital products, and then consumers can interact and compare with various digital products, and at the same time, they can obtain real-time enhanced data from them: what are the product parameters, what materials are used, what color changes can be tried, and in the stores, How much inventory is there? All this information will be provided on demand, revolutionizing the customer support experience."
Game-based experience will increase traffic
Pokemon Go's fiery shows that, with the right incentives, customers will come out of the room, to some physical locations in their cities, and get digital assets and interactive experiences. This new form of consumption is of great significance to restaurants, physical retailers, and other places that rely on people's traffic.
At the peak of Pokemon Go's popularity, many business owners reported that the number of players based on geo-targeted games doubled their sales.
Keith Curtin is a founder of See Digital who is dedicated to helping brand custom AR strategy consulting company. He said: "AR has many ways to help retailers get more customers and traffic. First, special marketing methods can be combined with gaming experience to attract customers. For example, brands can launch large-scale multi-person treasure hunt games, also Or set up an AR avatar with AI, and even celebrities will likely become a personal shopping assistant for the consumer, making the shopping experience more human and more attractive.â€
AR can bring greater value to the store and provide consumers with more comprehensive data. Augmented reality applications can also increase brand engagement and help merchants understand how consumers interact with products in this 3D space. These interactive experiences and data are very helpful for locating and establishing brand loyalty.
Taking into account the current development of AR technology, even if you really have a significant impact on the retail industry, it is understandable, because we have a few challenges to the future of AR shopping.
· Low AR popularity
· Most current mobile phone hardware configurations can't make AR display effect "What You See Is What You Get"
· Creating an AR shopping system still needs a very high cost
It is also for these reasons that brand retailers should focus more on customer needs, on the experience of solving actual customer problems, and explore specific ways in which this technology can improve the consumer experience and see if they can really help consumption. Save time and money, or help them make better purchasing decisions.
This article is original by VR net, please indicate VR net and chain back.
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