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Retail
The retail industry has been transformed over the last 45 years. Early large grocery retailers were glorified warehouses, with items strewn all over creating an untidy appearance. Then came what we now know as supermarkets, the larger stores selling a wider range of products. In recent times, the shopping experience has been enhanced by the introduction of new digital shop displays showing latest offers and hand-held machines that allow you to scan and pack your own shopping. This is now what we expect from every good supermarket.
Marks & Spencer
Marks & Spencer appear to be leading the way as they have developed a VR Avatar called Loft. It showcases the latest homeware items and lets customers walk around a replica of their rooms observing how different furniture would look inside their home. M&S Loft uses Oculus Rift to immerse the user into the virtual environment. M&S have also started developing a ‘Virtual Closet’ to allow users to choose various items of clothing to ‘try on’. People can then buy an outfit without leaving their home. VR has also allowed M&S to work in partnership with JCDecaux to create the first ever Virtual Catwalk to demonstrate latest fashion trends.
This image shows M&S Loft in action
Tesco
Tesco have also ventured into VR. Their virtual store allows users to ‘walk’ around and view all the items on offer whilst sitting at home. This gives users a completely different and more exciting experience than traditional shopping. Tesco are also spreading their wings further by promoting a VR 3D concept in Berlin, teaming up with Brazilian football star, Pele. Having browsed the Tesco VR store, the journey ends with a visit to a football stadium, showcasing corporate sponsorship. The project has limitations, as people cannot choose or purchase goods yet. One Tesco project that has succeeded however, has been launched in South Korea – people can shop as they travel to work. Underground and train stations have been fitted with virtual shelves to allow users to scan the items they would normally purchase at the supermarket. Due to their busy lifestyles, the Korean community has really enjoyed using this new way of shopping. Purchases are delivered when they arrive home from work – thus saving a lot of time.
This video shows Tesco's VR System
Memory Mirror (MemoMi)
The latest breakthroughs in virtual reality have allowed new products to be developed, such as the Memory Mirror, a joint venture between Neiman Marcus stores and the developer MEmoMi in the USA. This unique mirror is blending the virtual world with the real world. The mirror is a giant video screen and camera which allows viewing of outfits from 360 degrees. Augmented reality is used to show the customer wearing different outfits; the images can then be played back to any device, showing single or multiple views of varying angles, colours and styles. This allows choices to be made without constantly trying on outfits. These mirrors could be installed in peoples’ homes to allow them to try on clothes without actually visiting a store. The images can then be emailed or posted to social media such as Facebook & Twitter – giving a much more social feel to shopping. Friends can swap style ideas and participate in the selection process – giving the mirror a fun element. The entire experience is recorded and stored in the systems memory for future reference.
This image shows the Memory Mirror Interface
This video shows the Memory Mirror being used
Advantages
Using VR will surely boost sales, so this as a major advantage to any retailer. The Memory Mirror is a benefit to customers as they have a much better view of products they are trying on. They will be able to try more clothes on in a shorter space of time. There is also the added advantage of making the viewing a social event, with family and friends offering their opinions. Similarly, Marks & Spencer’s Loft, allows users to see furniture in their homes – to make sure the furniture is suitable before spending lots of money. Tesco will be able to boost sales by allowing people to shop on the move. The virtual stores make grocery shopping a more fun experience.
Disadvantages
The cost of implementing the technology is an obvious drawback. A lot of money needs to be invested in stores such as Marks and Spencer and Tesco if they were to create this new experience. Even though companies are always looking for new ways to become leaders in their field, some don’t want to be embroiled in something that is still not proven. Many people still like the traditional hands-on shopping experience – they won’t change their minds very easily. Online versions of almost all retailers exist nowadays – an online virtual world that is similar to those currently in existence isn’t necessarily what the masses would desire. The Memory Mirror has a big downside – seeing the clothes on the screen isn’t the same as trying them on. You will not be able to see how well the clothes fit or what size is need.
Verdict
The fact that a large USA store (Neiman Marcus) has seen fit to invest in a virtual world technology, suggests that it may have a future. Luxury fashion stores will probably gain the most initially, as they have the wherewithal and appropriate clientele needed to develop the technology. Many shoppers today spread their habits over the available sources - online, department stores, supermarkets and local corner shops. Whilst considering the development of virtual reality in stores, the continued rise in popularity of retailers at the opposite end of the spectrum, like Aldi & Lidl, must not be overlooked. People are obviously wanting stores that offer good value for money rather than new innovations. My belief is that the current pattern of shopping will continue for the immediate future – online shopping being used in conjunction with traditional shopping. The gradual development of technologies such as the Memory Mirror could eventually lead to a virtual world being the norm, but I don’t think that will be anytime soon. Further development is needed in these areas before they can be classed a success.
This image shows my idea of an Augmented Reality application similar to M&S Loft.
It allows furniture to be viewed in your home through the device's camera.