Which Retail Scenes May Be The First To Enjoy The AR Bonus?

According to the world clothing shoes and hats net, although retail industry is a typical traditional industry,

The story never fails.

O2O, new retail, smart retailing, and so on, there has been a new concept recently: retail AR.

With the momentum of AR/VR, retail AR has been pushed to a higher level. Is that a good story?

Retail consumption is indeed the first beneficiary of the AR dividend.

Goldman Sachs recently released the digital Retail Research Report, video games, live broadcast, video entertainment, health care, real estate, retail, education, engineering and military are listed as the first 9 Applications of VR/AR.

Which retail scenarios may be the first to enjoy dividends?

1, online shopping: beauty,

Before Alibaba's "sweep Tmall" activities, according to statistics, "Tmall" has been scanned 1 billion 600 million times, of which AR is the best.

Abroad, we are catching up with AR.

For example, in 2016, Magic Leap showed a Demo about AR online shopping, from measuring space, shopping, preview to order, all completed in AR environment.

Lowe s Tango, a US home building chain retailer, provides customers with mobile phones equipped with Tango.

Nike has launched the AR device developed by SmartPixels to help users customize sports shoes.

For example, there are many stores with AR facilities in the world. Customers only need to stand on the Tap and Try to scan the barcode of the product, so that they can see their makeup effect before the screen.

The survey showed that the sales of the store of "Silk mirror" increased by an average of 31%.

And AR directly improves the return rate and return rate.

In addition, Estee Lauder, L'OREAL and French beauty retail giant Sephora have also entered the fashion beauty +AR. For example, L'OREAL group announced the cooperation with AR beauty APP "play with beauty make-up". Users can experience L'OREAL's makeup products through the APP.

Estee Lauder also launched its trial function based on AR technology on its website.

2, family improvement: furniture, home, etc.

IKEA is one of the protagonists, both at the launch of ARkit or at the launch of iPhone x.

Through the AR technology of ARKit, consumers can realize the virtual layout of furniture on the phone, and can also buy furniture directly through the application.

In fact, as early as 2013, IKEA launched an interactive product catalog. Users can see the appearance of furniture in their homes when they open the camera.

In China, there is also a "real home" shopping guide called APP, which is called "AR home". This APP is combined with AR technology and mobile terminal hardware. Users can enter the home warehouse at any time, choose their favorite home (table, sofa, curtain, chair, etc.) and place them in their own homes, and can accurately measure the actual size of the home, and the reduction is close to 100%.

3. Automotive industry

According to the media exposure, developers have used the developer preview ARKit tool of iOS 11 to create a car AR experience.

It is a detailed 3D rendering model of Mercedes Benz, equipped with interactive interior space, and can also change different colors for cars.

The vehicle model can be kept on the ground in a stable manner, allowing users to walk around and look at different angles.

And the domestic automobile main engine factory Changan, FAW, Guangzhou automobile and so on carry on the deep cooperation with the vehicle potential science and technology, the latter, as a "automobile digital retail service provider", uses the popular many kinds of visualization technologies to present the automobile digitalization, helps the automobile manufacturer to strengthen the pre-sale commodity experience, and at the same time grafts the pre-sale experience to its independent research and development back-end DMS platform, helps the sales consultant in the shop to collect the hidden customer clue data in real time.

For example, when consumers look at the content of the car, all the purchase preferences and personalized data can be sent back to the dealer in real time, so that the sales consultant can understand the consumers' purchase intention and personality preferences for the first time, and immediately follow up the sales.

And vehicle technology is also the technical service provider that uses ARkit to build Lamborghini AR Showroom in China.

At present, Volkswagen manufacturers use their own developed VR application platform: innoactive, it is said that they will gradually apply AR technology to future training.

In addition, at last year's Guangzhou auto show, the car family launched its AR car watching service.

Why is that possible?

1, closer to money, easier to commercialize cash.

From the perspective of cost-benefit, the cost of AR technology is not high.

A complete set of VR devices is close to one hundred thousand, but the most expensive AR device is much lower than the price of VR device, and now only one cell phone can get the AR experience.

At the same time, AR technology research and development threshold is low, for example, AR Blippbuilder released AR design platform, even users without coding experience can create AR technology on top.

Secondly, in life applications, AR is more easily integrated with traditional commercial formats because of its strong sense of reality and low workload of modeling.

For example, CONVERSE, the brand of sports shoes, has developed a sports shoe sampler App. Customers can see the effect of wearing various shoes in their homes, thus saving time to shop.

Again, at the moment, users are more tolerant of AR retail, so we are more likely to experience the AR fitting and watch the car pick the car.

Because their cost is relatively low, and they do not need to buy equipment like VR.

More importantly, these are usually paid by the owners.

How can they venture behind to try AR if they are so competitive?

2, there is a huge "improved" demand in the retail industry.

For example, the clothing electricity supplier, everybody chooses clothes on the net, often buys back does not fit or does not wear good-looking.

Beauty is also, just do not know if they will look good when they change.

The automotive industry is even more, just like the car technology CEO Chen Haoxing said, the traditional sales mode is mainly based on slash and burn of "traditional means", marketing and sales costs are not low, but the conversion rate from marketing to sales is very low, seldom can bring an effective collection to the storefront, so that dealers can hardly speak.

Second, they are hit by new car companies, such as Tesla, Wei Lai and other new energy vehicles, which only sell cars on the Internet. The showroom is just used to display the brand concept and put 1-2 flagship models.

Although abroad, Mercedes Benz, Audi, Cadillac, and Hyundai are developing digital retailing.

They imagine that the future distributors will be smaller and smaller, and even there are no cars in the shop. All pre-sale experience will be put online, digitally completed, and finally returned to the offline test drive before delivery.

The big trend here is that as car consumption becomes more mature, the demand for trial driving is also weakening.

As a standardized industrial consumer goods, the trend of automobile consumption tends to be closer to the mobile phone as a "quasi fast consumer goods", which is inevitable under the background of consumption upgrading and digital payment.

At the moment, both car manufacturers and distributors are looking forward to better digital marketing solutions.

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3, apple and other companies intentionally inclined

These are the areas that the giants first exert themselves.

For example, in early 2016, apple acquired a AR Flyby Media, which studies indoor positioning and navigation, UAV automatic navigation, driverless car and head tracking system.

In October 2016, it was also reported that Apple was testing automotive navigation and automatic driving software based on AR.

At this conference, apple focuses on the AR application of IKEA APP.

This will undoubtedly provide a clear signal to practitioners in the industry. Other practitioners will inevitably not follow suit and bet on retail scenes.

However, some people may have doubts about these consumption scenarios. However, the house is heavier than the car. Now, the chain stores can sell a street store that is less than 50 square meters to help buyers make decisions.

The car is more standardized and lighter than the house, which will certainly lead to the upgrading of sales methods. The digital sales solution centered on AR is undoubtedly a thought-provoking landing direction.

Don't forget to fill these short boards before the outbreak.

Let's not talk about the retail industry itself. The problem of AR is enough for practitioners. At least, these systemic deficiencies need to be complementing before the popularity of retail AR.

First, the infrastructure of the AR underlying system needs to be accelerated.

If AR retail is to break out on a large scale, the premise is that application developers will be plunged into AR application development on a large scale. This is a great challenge for apple and Google (or even Facebook). They need to build a corresponding AR platform and development kit, and they need to accelerate the construction of infrastructure in the underlying system.

Two, we are looking forward to more powerful sensors and chips.

At present, we can achieve the effect of 3D modeling, machine learning application and coherent rendering on mobile phones, but they usually consume a lot of CPU/GPU resources, which will lead to higher equipment temperature and faster battery consumption.

If you want to move these functions to AR devices, the best solution is to customize sensors and chips, such as Microsoft's holographic chip, but I'm afraid we need to wait.

Three. In user interaction, there is still a distance between virtual reality and reality.

This includes real-time interaction between people and content, such as the suitability of clothes and clothing when choosing clothes, and the interaction between people, so that real-time interaction between people and people in virtual space is needed.

First of all, this is a great challenge to the technical computing power and data pmission. At present, the long lines of all kinds of AR devices are pmission restrictions. If we want to get rid of the cables, the current technology means WiFi can not undertake such a large data level. If we wait until LiFi is mature, we have to wait until at least 2020.

In addition, the current AR technology can not restore all the interactive scenes in real life.

For example, the touch and smell experience of some products, using AR can try CONVERSE shoes with different colors to look good on their own, but they can not know whether they will get stuck or not.

Because most AR demonstrations and applications are still one-man shows, there is still a gap between the real "visible" and "enhanced immersive experience", as Jeremy Project of Science Project said: "VR and AR shopping is still not enough for you to experience the same feeling of trying on clothes, nor is it enough for you to judge whether clothes are fit."

The same applies to the AR+ makeup mode.

At present, most of the AR make-up functions on the market are designed for lipstick, eye shadow and blush. The consumer experience can only be limited to the overall effect of color on the skin, but can not feel the real effect of durability, product texture, skin use and so on.

Of course, AR technology can not help consumers complete the use and selection of daily skin care products.

Four, in the penetration of the scene, it is also testing whether the owners will pay the bill.

The retail format is mostly provided by the business owners to provide consumers with the AR experience. However, a very important determinant of whether the owners choose AR is whether AR can change its existing problems and improve sales. They are not charities but are profit oriented.

For example, in the automotive industry, whether car companies can fully promote AR depends on whether AR can enhance the emotional connection between consumers and cars and continue to bring new potential customers. Whether it can help automobile brands and distributors to achieve accurate arrival of consumers and complete the pformation of sales.

The traditional mode of car sales makes the camp and sale highly separated, so whether it is the AR of car home or the AR digital retail exhibition hall of car technology, it is to let car factories and dealers realize the integration of sales and marketing.

Its core advantage is not simply AR experience, but on the one hand, it provides consumers with high quality and convenient car experience. On the other hand, it optimizes service quality and promotes sales pformation for manufacturers and distributors.

If the solutions provided by the relevant service providers only use the characteristics of AR to improve the user experience, but do not help car manufacturers and distributors increase the number of customers and precise sales leads collection, it can only be temporary carnival.

In short, AR retail will be a new industry revolution. However, before the outbreak, all participants need to understand retail and control core competencies and reduce costs. This test is not only about the precipitation of technology, but also the understanding of various retail formats, especially the understanding of the pformation between prospective customers and customers.

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