Event Preview: Mark Hardy on How to Leverage VR

In today’s technologically advanced marketplace, virtual reality (VR) and augmented reality (AR) provide retailers with a unique opportunity to drive in-store shopper engagement.Intel Corp. and InContext Solutions will share how brand manufacturers and retailers can leverage VR to drive transformation at retail and prepare for the future of commerce during a presentation titled “Amazing Starts with Immersive Shopper Experiences” at the Path to Purchase Expo (P2PX) on Sept. 27.We had the opportunity to speak with chief executive officer of InContext Solutions Mark Hardy and learn how VR can offer shoppers a more holistic and immersive experience, while giving retailers a way to review new in-store concepts and floor plans before making a big commitment.What are some of the benefits of using VR within the store?VR allows retailers and manufacturers to create, test, and present new retail concepts in a risk-free environment before making any changes in the real world. It saves time, cost, and provides a way to capture behavioral and attitudinal data from real shoppers.What retailers or brands are using the technology in an admirable way to gain insights, increase sales, improve the customer experience, etc.? Our clients, including Kellogg Co., Walgreens, and Coca-Cola, are using VR solutions to visualize and evaluate new in-store concepts — such as shelf arrangements, new signage, or alternative aisle layouts. What recommendations do you have for a brand that’s considering incorporating VR into its digital or shopper marketing strategies? VR is inherently risk-free, so don’t be afraid to push the envelope and try new things. When you need help, lean on our customer success team members —that’s what they’re there for. And, go into it with a clear understanding of your end goal.What other emerging innovative technologies should we know about?Artificial intelligence (AI) is quickly changing the way we do everyday things —from checkout-free stores to machine learning on the assembly line. AI and VR will be a powerhouse combination, delivering predictive and prescriptive models never seen before.In your P2PX session, you will discuss Intel’s innovative new technology, the Responsive Retail Platform. Can you tell us a little bit about this platform and how it takes retail to the next level?Intel launched the platform as a way to help retailers seamlessly transform data into actionable results through tech-based smart business strategies. This incorporates a wide breadth of technology — like VR, AR, AI and IoT.Where do you see shopper marketing headed in the next five years?Shopper marketing will change as store footprints continue to evolve —touchpoints will become more and more personalized and organic. Technology, whether it’s VR and AI, or sensors and beacons, will play a big part in making sure the marketing strategies are in sync with the individual store and its shoppers. To learn more about this session from Intel and InContext Solutions, click here.

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