Virtual reality and augmented reality in retail - fad or future?

This paper outlines the current state of virtual and augmented realities and how retailers might be able to incorporate the technology into their business plan with real life examples tied to broader strategy.
  • Despite the presence of low-end options and development buzz beforehand, 2016 will go down as the beginning of the consumer-facing virtual and augmented reality epoch.
  • Brands must be able to articulate the business purpose, determine if the corresponding consumer use cases are enough to bring about real adoption, and figure out if the technology is even sophisticated enough to deliver both.
  • These technologies appear to have the following broad business purposes: traffic driving, traditional marketing, service enhancement, and translating the store into a virtual interpretation.
  • Determining what sort of shopper this technology serves and convincing them that...

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