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AR, VR and Mixed Reality Connecting the Dots Between Retailer and Consumer Goals Jeffrey Neville Senior Vice President and Practice Lead, BRP Consulting @BRPConsulting | #BRPCloudXR | @JefNeville
XR - What is the difference between VR, AR and MR? Virtual Reality - a complete Augmented Reality - an Mixed Reality - combines three-dimensional immersive overlay of computer-generated elements of both AR and VR experience that gives the user digital information on top of with real world and digital the feeling of being in another the real world objects interacting to produce place without having been new environments and physically there visualizations @BRPConsulting | #BRPCloudXR |@JefNeville
Transporting to a digital world with Virtual Reality Lowe’s uses VR so customers Under Armour used VR Walmart uses VR to make can visualize how to tile their viewfinders during store training experiential for all bathroom, mix paint or other construction so customers employees DIT projects could tour the new store before it was built @BRPConsulting | #BRPCloudXR |@JefNeville
Creating a WOW factor with Augmented Reality Lego created an AR pop-up Jack Daniel’s AR Experience Pepsi AR experience shop where customers could app turns the classic black- transformed a bus shelter use Snapchat via their phone and-white front label of any display into a window that as a portal Jack Daniel’s Whiskey bottle augmented a giant laser- into a pop-up book, educating shooting robot, a fiery asteroid, consumers about the a manhole with tentacles and company and brand more! @BRPConsulting | #BRPCloudXR |@JefNeville
Removing friction points with Mixed Reality Uniqlo allowed customers to Bourjois magic mirror detects Nike allows customers to use “try-on” different colors of their what products customers are AR voice activation to select jackets in front of the magic touching and automatically pattern and color and the mirror even if desired color was puts the color on their face design appears on the not in stock allowing them to try multiple sneakers through object options! tracking @BRPConsulting | #BRPCloudXR |@JefNeville
Why XR now? • Consumers are 2011 Augmented Reality adopting XR 2012 2010 Virtual Reality • Retailers are 2009 2008 beginning to see a 2006 2013 2005 business case 2014 2015 2017 2016 2016 • No-Code XR 2017 2015 2014 companies are 2013 attracting large investments lisacharlotterost.de analysis of XR on the Gartner Hype Cycle @BRPConsulting | #BRPCloudXR |@JefNeville
Consumers are Adopting XR “Yes Please” “Duh of Course” 50% “Is that my kids Snapchat” 25% “Never Heard of it” Baby Boomer Gen X Millennial Gen z Based on findings from BRP’s 2019 POS/ (72-54) Customer Engagement Survey and the BRP (53-38) (37-22) (21-18) Consumer Study @BRPConsulting | #BRPCloudXR |@JefNeville
Expectations & Capabilities do not match • Add value to customer experience • Remove customer friction points • Remove internal friction points • Provide cutting edge brand building • Learning exercise for new media Based on findings from BRP’s 2019 POS/ Customer Engagement Survey and the BRP Consumer Study @BRPConsulting | #BRPCloudXR |@JefNeville
Existing technology constraints are dissolving Yesterday’s XR Tomorrow's XR Delivery Challenges Delivery Vision • High development costs and time • No-code, drag and drop toolset • Dependency on specialized • Focus on creators and storytellers • Leverage existing design tools technology skills • Complicated tools and technology • Cross platform stack • Support for multiple platforms required @BRPConsulting | #BRPCloudXR |@JefNeville
Takeaways • Start small, get bigger • Decide on your customer objective: • Remove friction • Surprise and delight • Learn from others: • Teaching a new behavior doesn’t work • Don’t introduce additional steps to the process • Find right form factor • The time is now to innovate the customer experience @BRPConsulting | #BRPCloudXR |@JefNeville
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