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S
ampling
and visualizing
products. Several fashion retailers,
including Topshop, De Beers and
Converse are using augmented
reality to enable their customers
to try on clothes, jewelry or shoes
virtually. Shiseido and Burberry
Beauty Box stores offer similar
augmented reality solutions for
shoppers looking for cosmetics.6
These types of solutions, often
referred to as a magic mirror,
help customers decide which
clothes or accessories to buy
without having to try them on.
Augmented reality can also show
products and product variants
that arent available in a physical
store. For example, American
Apparel has launched a colorchanging app that allows shoppers
to see clothing items in different
colors.7 Volvo has launched a
similar solution. The carmakers
augmented reality X-ray app
enables customers to view cars
through their iPad to see how they
look in different finishes, learn
about different features, and even
go for a test ride. The solution also
offers a shoppable window with
special glass that allows customers
to browse goods for sale while the
store is closed.8
Browsing
10
E
nhance
E
nable
86%
88%
73%
65%
75%
87%
75%
61%
Get real
Augmented reality is a very real
option for retailers looking for
innovative ways to boost their sales
and profitability. The technology
exists today. So does the appetite
for these types of solutions among
digital customers. Forward-thinking
retailers have already shown that
augmented reality has the potential
to drive significant value.
However, creating an appropriate
augmented reality solution takes
time and commitment. It requires
an investment in an overarching
customer engagement strategy. And
it calls for new capabilities that may
not currently exist in the retail
organization. Before launching an
augmented reality solution that
would deliver more satisfying
customer experiences, retailers
should make sure they have certain
fundamentals in place. Specifically,
they need to:
E
stablish
12
U
nderstand
the critical
importance of the user
experience and user interface.
While augmented reality is a field
tested technology, it is still in its
infancy. The fact that there are
few clear industry standards for
building and maintaining these
types of solutions means retailers
have the opportunity to think
outside the box and develop
purpose-fit applications that are
as differentiating as they are
unique. Unfortunately, it also
means that retailers may build
solutions that customers will not
embrace. In this exciting, yet risky,
environment, companies need to
create an experience that is easy
to understand and an interface
that is easy to use. Usability must
be at the center of the augmented
reality development effort.
Furthermore, retailers must be
very clear in explaining to users
how they should engage with
the new solution, as well as the
potential benefits they can expect
to achieve.
M
ake
D
etermine
13
14
Business value
Insights gained
E
stablish a clear purpose and
objectives
Key findings
experience at home
E
nhance and update print
media with digital content
E
nable cost savings
U
nderstand the critical
15
About Accenture
Endnotes
1
2
Ibid.
3
4
5
6
Ibid.
7
8
9
metaio, http://www.metaio.com/
customers/case-studies/lego/,
August 15, 2014.
10
11
12
13