Mashable takes a look at how augmented reality — although still in its early stages of deployment — is already beginning to impact retail businesses and the consumer shopping experience.
“Augmented reality technology typically overlays the virtual world on top of the real-world environment through a device, such as a mobile phone or a tablet,” explains the article. “But certain companies are redefining the bounds of virtual reality experiences by home-growing their own unique AR technologies and platforms.”
For example, the GoldRun AR platform is available in app form for iOS and Android devices. It can customize AR-based experiences to be shared via Facebook and Twitter.
“GoldRun specializes in interactive experiences accessible directly on the app platform, which hosts various campaigns at one time,” notes Mashable. “For example, clothing retailer H&M can hold a virtual photo-based scavenger hunt, while New York Giants fans can virtually try on the Super Bowl XLVI championship ring and share photos online.”
“We’re creating a platform where we can use augmented reality to create a one-stop shop, based on the concept of using virtual brands to create geo-specific or geo-targeted virtual photo opportunities,” explains Shailesh Rao, co-founder of GoldRun.
Holition is a marketing firm and AR laboratory that has created an interactive digital platform that is complex on the back end, but seamless for consumers who want to try on virtual goods via a Web cam and Internet connection.
“We are pursuing active ways in which the other senses can be integrated into augmented spaces, whether that be touch or sound,” says Holition brand director Lynne Murray. “A lot of our brands say, ‘About 50 percent of our product is ensuring customers can feel the weight of it.’ So, we’re looking at how to include haptic interfaces to our experiences to allow us to communicate multiple sensory experiences.”
ETCentric reported from January’s CES about companies such as Lego developing AR kiosks. Retailers are already letting customers try on clothing and jewelry virtually. Macy’s in Culver City, California recently conducted a demonstration of full body scans of customers in the Fox Hills Mall courtyard.
Mashable takes a look at how augmented reality — although still in its early stages of deployment — is already beginning to impact retail businesses and the consumer shopping experience.
No Comments Yet
You can be the first to comment!
Leave a comment
You must be logged in to post a comment.