The Best Use of Technology on the High Street.
The UK’s high streets are in need of fresh ideas to survive the gloomy crisis. But if recent trends are correct, the future of the high street lies in the hands of technology.
We’ve looked at how retailers are embracing innovative uses of VR and AR technology to improve their customers’ experience. But which uses of technology are effective in refreshing and strengthening the consumer-retailer relationship?
Smartphone Apps augmenting shopping experiences
Augmented Reality enhances the world shoppers and consumers already experience in retail. Falling into this trend will be Zara. The fashion retailer will introduce AR displays this year in many new, creative forms.
A smartphone application, Zara AR, will to detect sensors in stores to activate three-dimensional visuals of the brand’s spring/summer 2018 Studio collection. When a mobile phone is held up to a sensor – on anything from window displays to in-store mannequins – models appear in POP display style visuals, pose, and speak about their outfits.
Consequently, a link is given where customers can click through and buy the items!
Similarly working with sensors and an app are restaurant chain Wagamama. Customers can now head into a chain, open the app which activates a four-digit code to identify them at the till. After that, it’s as simple as ordering and paying through the ‘Wagamamago’ app. A simple walk in and walk out method!
Beacons communicate with your phones
Small wireless devices called ‘beacons’ are now being used by retailers such as Urban Outfitters. These beacons send Bluetooth signals to mobile phones in a general area, identify individual customers, and send them personalised offers!
How? By integrating customer data from all social media channels and views their open and shared activity in the web store and in store. It’s like a personal shopping assistant delivered to your phone!
360-degree and 3D features becoming common
360-degree virtual reality ads perform better than regular advertising. Therefore, this marketing strategy would presumably be the best way forward. At least according to Omnivert. The data analysts studied over 700 million adverts and found that 360-degree images and videos were 300% more effective in engagement in comparison to their 2D counterparts.
Snapchat is taking full advantage of this knowledge. It has given brands the ability to advertise their products in 3D on its platform. With this, brands can share their products in ways which encourage user interaction.
Brands such as BMW, which became the first to create a 3D augmented-reality version of a product with Snapchat. When someone swipes on the ad launching the BMW X2, it opens their camera and the gold car appears in the frame. They can then virtually walk around the car and see all the detail!