January 15, 2018 3:16 pm
(UK.Kantar.Business) There are two ways that immersive technologies such as AR can enhance the retail experience, according to Kantor Consulting. ‘Firstly, they can add utility – retailers can use VR or AR as a tool that helps customers try and test products more easily, and in a more personalised way. Secondly, they can add an element of joy and surprise – completely new experiences that differentiate the brand from others.’
Kantar Consulting has identified three key areas where we are seeing the VR/AR trend in retail: for immersive marketing (creating a greater connection with the customer), aiding practical functionality (like trying on products without leaving your house), and where brands create virtual representations of their own stores.