Artificial Intelligence/Virtual Reality in Retail

February 20, 2019 - ,
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In today’s digital world, beyond phone screens and predictive text, exists something even more stellar. Virtual and Augmented Reality is shaking up the very industries that have stood strong for centuries.

Whether it is seeing how furniture looks in your living room or using virtual fitting rooms, Augmented Reality is changing the way the retail industry looks, feels and acts! A retail pioneer who has incorporated AR and VR into the classic retail experience is household brand, Gap. With their DressingRoom App, shoppers are able to try on desired looks for their chosen avatar, without ever having to step into a retail store. While being able to see how clothes would look on you without leaving home is nice, some shoppers prefer a more digital experience in store as well. This is where Coloredge’s digital signage can come in handy. For this project we did for Hugo Boss, where the result was a fully interactive digital signage experience, featuring a responsive mannequin, engaging touchscreen video, and social media and email integration. Seen at Hugo Boss’s Columbus Circle location, the display was also installed in three other US-based stores, personalizing the art of suit tailoring for each engaged customer.

Benefits of retailers utilizing Augmented and Virtual Reality have generally been positive. Retail Dive noted that AR experiences have been known to reduce the chances that a customer returns an item, given the fact they already have an idea of the product, and its use to that person, before ever entering the store. With simple Augmented Reality apps or programs, Engine Creative notes, “it is simple for customers to visualize products in real time, from the comfort of their own homes. Full 3D visualizations give the opportunity for shoppers to see how products could look in their space before they commit to purchase, reducing the temptation to order multiple items to try out before choosing one and returning the others, a practice that is increasingly common.” Check out this example from home improvement retailer, Lowe’s, when they partnered with Google to create a special app. This app allows shoppers to measure and virtually place furniture anywhere in their home, by way of the camera.

Whether it is easing the burden on companies by reducing returns or allowing shoppers to see what a new dress would look like on them without leaving home, augmented and virtual reality are becoming more commonplace in all aspects of consumer life. Let Coloredge help your business keep up with the tide!