Lowe's, the home-improvement chain, has been on a four-year journey to find the augmented reality (AR) and virtual reality (VR) sweet spot for customers at its more than 2,370 stores spread across the United States, Mexico, and Canada.

The problem is companies can get so enamored with the possibilities of innovative new technology "that you forget about the people who actually have to use this stuff," warned Amanda Manna, Head/Narratives and Partnerships at Lowe's Innovation Labs, reported at the Data & Marketing Association's (DMA) &Then Conference in New Orleans.

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Amanda Manna, Head/Narratives and Partnerships, Lowe's

Manna further explained that the company has focused on building AR and VR tools that consumers can easily use, "rather than thinking that people are going to adapt to the technology."