Since Mobile World Congress, where the reality on the show floor was often either virtual or augmented, I’ve been thinking quite a bit about the practical uses of AR and VR – particularly in government and a smart city context. It’s not just all fun and games, is it?
The example of changing a roller coaster experience with new settings delivered via VR glasses is really cool. Yes, you can imagine repeating the ride to experience catapulting through medieval battle, flying through a tropical jungle, or bobsledding down alpine slopes. But the practical side of us – or at least me – wants to know what else there is. And, fortunately, I have a colleague who has already been thinking of these things.
A few months ago, I had the pleasure of collaborating with JP Gownder on a presentation for Forrester clients in Geneva. I presented on the ways to derive value from data and opportunities to leverage new insights service providers – clearly something top of mind for many of our clients. But alas JP’s presentation was much cooler, providing examples of how to derive real value from new technologies including AR and VR. Since then I’ve being thinking about how the two are related. And, in fact, they are.
If you're one of my regular readers, you may remember a post from August 2015 – "The Future Of Retail Is Digital" – in which I highlight key findings from a report on the future of retail experience. One recommendation was that retailers should begin to experiment with augmented and virtual reality technology early, so that potential use cases can be piloted in-store. Well this week, Microsoft announced a partnership with Lowe's to demonstrate the viability of Microsoft's Hololens to help Lowe's customers visualize custom kitchens.
While VR/AR is a long way from widespread market adoption (see this March 16 post by J.P. Gownder), the time needed to pilot and experiment with this technology means tech and CX teams in retailers need to be piloting use cases now in order to figure out what, if any, business impact the technology will have. (See also my comments from CES 2016).
Presenting and hosting a panel on digital transformation at this year's CES gave me the opportunity to wander the 2 million square feet of exhibit space and assimilate some of the changes coming our way:
Welcome To The Age Of Invention. For me, the most exciting aspect of CES is the sheer volume of innovative, inventive startups that are tapping into the power of sensor-enabled technology to create new products and services. Many of these companies are funded through crowdfunding platforms like Kickstarter, gofundme and indiegogo. The pace of innovation will accelerate as high-school kids use their fertile imaginations to tap into the technology that’s now second nature to them.
The Internet Of Things Will Fuel Rapid Digital Transformation. Based on the sheer volume of internet connected devices coming on the market this year, we’re going to see an explosion in the Internet Of Things (IoT). Everything – from wearables that track everything from your health and fitness to the temperature of a newborn child, and in-home appliances that interconnect to create a home environment tailored to your preferences – everything is now designed with sensors that collect data that's used to deliver better customer outcomes. Or at least that’s the promise. Sensors can and will improve our lives – giving us more data and insight about our environment and allowing us to tailor experiences to be more finely tuned to our personal desires. The data provided by the sensors in the Internet Of Things is the fuel for further digital transformation.
AR and VR technologies aren't new. Virtual reality first experienced a boom of interest in the early 1990s, spurred by the 1991 book Virtual Reality by Howard Rheingold. In 1995, Angelina Jolie starred in the movie Hackers, which introduced mass audiences to head-mounted VR display technology. But the early promise of the technology fell apart due to underperforming graphics, attention-jarring lag times, outlandish hardware requirements, and the lack of an application ecosystem. No VR market emerged (outside of niche categories like military usage) until Facebook acquired the Kickstarter startup Oculus for $2 billion in March, 2014.
What lies ahead for the retail store? Yesterday, Forrester published a report that predicts the answers to key questions about the future of the retail store: Which digital technologies currently on the periphery of the store environment will make the leap to the sales floor? How will retailers know which technologies have potential and which will remain gimmicks?
In the report, we outline the utility and predicted chronology of several technologies, including:
Proximity technologies. Retailers will know when and where an associate is needed, by whom, and for what purpose.
Wearable technologies. Associates will access the relevant data to provide optimum customer service with minimum intrusion.
Facial scanning technologies. Retailers will know their in-store customers’ histories, preferences, intentions, and needs and will cater the store experience to them.
Smart countertops. Retailers will embrace consumers’ propensity to do product research while shopping in-store and enhance the utility and experience at the same time.
3D printing. Retailers will make the inventory they need on-site or once it’s been purchased.
For more on Forrester’s take on the usefulness of these and other technologies, and to see our predictions of when we’ll see them enter the retail store, see the report (client access required).
Which technologies do you think will realistically make it into retail stores of the future?
My colleague Reineke Reitsma recently published a blog on the limited but growing uptake of QR/2D barcodes.
Let’s face reality. Usage is low and marketing execution is poor to date, with too many campaigns that lack a clear consumer benefit and that provide a bad user experience by not offering mobile-optimized content. Today, mobile bar codes are an interesting tactic to engage with early adopters.
However, moving forward, we expect QR codes to gain traction and to be increasingly mixed with other technologies (including radio technologies like NFC) to provide extended product packaging solutions. Bar codes do not have to be just cold, emotionless, black-and-white squares. Solutions now exist to personalize QR codes’ designs and seamlessly mix them into a logo or band chart – even merging QR codes and NFC tags, as in the example below from mobiLead solutions.
The 2D bar code market will follow the same path as the 1D bar code market: fulfilling the need for certified and scalable platforms dealing with millions of standard code generation. Mobile bar code vendors will have to move into scalable mobile engagement platforms, progressively integrating multiple access technologies, such as Near Field Communications (NFC) tags, image recognition, or audio tags such as Shazam, and offering deep analytical tools. Beyond the emerging role of 2D bar codes in sales, we expect a growing number of brands — especially in the nutrition and health space — to systematize the use of bar codes on product packaging. Consumers want access to more product information, and brands can leverage mobile technologies to create a consumer relationship.
It's me. I was in Macy's last Saturday morning checking out the augmented reality (AR) app, "Believe Magic." I got a lot of stares. At one point, I had a small audience as I danced about and took photos with Macy holiday characters ("Yes, Virginia" characters) that only I could see on my phone. What I liked about this app is that Macy's and Metaio didn't push the technology too far - they created an experience well within the bounds of the technology. It worked without long delays or instructions.
There were TWO red mailboxes in the Macy's in downtown SF. When I asked for help ("Where's the red mailbox with the AR app?") from the nice Macy's executive in a black suit, her jaw dropped a bit with the realization she had no idea what I had just said or wanted. Another sales associate helped me out and took me over to a full-blown display that allows people to interact with the characters even if they don't have a phone. The app allows you to take pictures with the characters, share them with friends (usual FB and Twitter plus email), make cards, etc. It's fun. The small crowd of people pointing and staring . . . also fun. :)
This app is more about marketing, but it will give you a sense of the potential of AR for commerce purposes. We've just finished up research due out this week that speaks to the uses of AR in the purchase funnel or commerce track. AR will allow consumers to experience products pre-purchase. AR will simplify the discovery and consumption of content (e.g., pricing). AR will improve the owners' experience with "how to" guides.