We have been fortunate to work with some of the biggest names in the retail industry in developing a variety of Augmented Reality (AR) and Virtual Reality (VR) experiences for consumers and influencers.
AR and VR are both great tools in retail for providing product previews and creating engaging marketing content.
VR is useful in simulating what an environment might look like (e.g. a house, car, plane, holiday destination) at a relatively low cost and in any location, and AR provides a convenient and sophisticated way of previewing products such as clothing or furniture without having to physically obtain the items first.
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Brands are also harnessing digital realities to create unique marketing campaigns that are fun and highly interactive (most of which are entertaining enough to almost work as standalone products). These types of campaigns work by enhancing the customer experience through the means of an interaction, task, or game and using real world or retail specific incentives, such as discounts or competitions, to encourage users to play.
But the usefulness for the technologies doesn’t just stop with pre-sales and marketing. AR in particular can be useful after purchase for providing customer support and instructions. It can enable customers to visualise how to construct or use a product or how to troubleshoot issues from a remote location.
Customer Interactions
We have created a range of interactive experiences for events, tourist attractions, and shopping centres. AR works particularly well in these public spaces to enhance the visitor experience and drive footfall.
Our ‘MyMall’ shopping centre campaign used a digital scavenger hunt concept to encourage users to follow a trail of printed clues around various locations and scan them with a mobile app to reveal exciting 3D characters and worlds. Each clue revealed an interactive AR mini-game which linked to a real-world incentive such as a prize draw or discount code.
The concept of this campaign has proven simple and effective for driving results and increasing customer/brand engagement. Plus, it gave the participating establishments a unique offering that consumers were able to enjoy at their own pace.
AR product previews allow consumers to try products before they buy them using 3D visualisations to demonstrate what they would look like on or in their surrounding environments.
We have worked alongside global phone case design brand, Case Station, to provide this technology to their customers using in-store and mobile platforms to allow customers to preview what their case designs would look like on their phones before they buy them.
Experiential Simulations
VR is giving brands the chance to place consumers into any environment that they desire from the convenience of an office, show room, or home. These 360 worlds are particularly useful for simulation and training purposes.
Our work for Delta Airlines used VR to allow the public to simulate what it would be like to fly in various new Delta cabins. Users were not only able to get a visual feel for what it was like in the cabins, but we pushed the immersive technology a step further to allow them to interact with the environment through touch and smell as well.
Interactive Packaging and Marketing
Brands are finding themselves having to constantly innovate and be creative when it comes to packaging design. In a world of such vast amounts of choice, it’s becoming increasingly difficult to make new products stand out.
This is why our interactive packaging campaign with Grenade worked so fantastically. Using 3D animations and interactive competitions, the brand used AR to add extra meaning and usefulness to their product packaging, increasing the overall value of the physical product.
