Augmented reality: Changing the face of retail with technology

by jacquie_dealmeida | May 1, 2016 9:00 am

By Jeffrey Ross and Patti Moloney

Technological advancements are continually changing the way retail operates. As such, retailers have but two choices: keep up or lose out. The mass adoption of online shopping means physical shopping must continue to evolve into a more immersive, entertaining experience using the latest technology to woo consumers into stores.

Enter augmented reality (AR), which has been heralded by tech bloggers and business magazines as the next technological craze to sweep the industry. Several notable jewellery giants have already climbed on board, melding digital and physical shopping into a fully and seamlessly connected experience.

Seeing the sparkle

In 2011, De Beers teamed up with creative agency, AKQA, and 3-D augmented reality company, Holition, to create an experience where customers could ‘virtually try on’ jewellery using their computers from its ‘My Forevermark Fitting’ website. The technology allowed people to see the diamonds sparkle and how the piece moves in a 3-D environment.

In a Forbes article by luxury writer Anthony DeMarco, Holition CEO Jonathan Chippindale noted at the time why the technology was groundbreaking. “Not only is the user able to see real-time light move throughout the Forevermark diamond, they are additionally able to imagine the way in which the unique articulated design will flow with their movement; a true reflection of the actual item of jewellery, which comes to life when worn,” he explains.

Perhaps one of the most exciting examples of AR we’ve seen to date was born from the collaborative efforts of Holition and Tatler magazine. The technology incorporated in the magazine’s September 2011 digital issue allowed consumers to virtually try on multi-million dollar rings while sitting at their computers. Famed international jewellery brands featured in the editorial included Cartier, Chanel, Chopard, De Beers, Fabergé, Graff, Harry Winston, Louis Vuitton, Mikimoto, Tiffany, and Van Cleef & Arpels.

Tatler’s jewellery editor Jessica Walsh was quoted on Holition’s website as saying, “What excites me is we’ve brought together the oldest magazine in the world with an industry steeped in heritage and tradition, and combined the two to create a ‘first-time’ digital innovation. Digital technologies are changing the way in which people interact with both media and brands.”

Fast forward to 2015 where AR technology is being embraced by companies around the world as a means of reaching consumers in new and exciting ways. In a recent Retailigence article by marketing consultant Lior Levin, AR is praised for its ability to localize businesses, improve purchasing accuracy, and enhance online shopping experiences, effectively “changing retail and altering consumer mobile purchasing decisions.”

“Whether it is tools that let you try on clothes virtually, apps that help you find your favourite restaurant, or new ways for consumers to interact with a brand, AR is already making an impact on retail,” Levin writes.

He suggests retailers think about possible AR strategies for their businesses today so they can stay relevant in the industry. “Anyone who doesn’t have a plan in place soon may find themselves being forced to play catch-up later and at a serious disadvantage to better-prepared competitors.”

An enhanced experience

Back in 2013, Toronto-based manufacturer Madani launched a ring app touted as the first of its kind in the wedding band industry. The idea was to provide retailers with an iPad downloaded with the app that could be displayed next to Madani product.

Designed by Saro Creative, the app took six months to develop. Since it is cloud-based, the app is automatically updated with new inventory, ensuring customers always see the latest ring designs available to them. The app also allows clients to view their desired metal combination by toggling the various offerings presented. “In the store environment and with the limited real estate brands have in cases, this allows for multiple designs to be virtually shown in catalogue form,” Saro Manoukian, creative director of Saro Creative, told Jewellery Business when the app was first launched. “The benefit to the retailer is they are not tying up dollars in inventory. Using the app is also something that will be memorable to the customer’s experience.”

Graham Wilkin, owner of Ron Wilkin Jewellers in Fergus, Ont., agrees apps like this one add to the customer experience offered in his store. “Customers love the novelty of it and I’ve found it to be a great talking point that allows us to engage customers in conversation,” he explains.

Customer experience is what ultimately provides retailers with a competitive edge in today’s oversaturated retail industry. While similar products may be available from the jeweller down the street, customers will decide which store to enter based on the experience awaiting them. To help entice clientele, many retailers are joining forces with tech companies to create cutting-edge technology for their stores that will give them a leg up on the competition.

An example of this is TryItOn Jewelry, a mobile app retailers can purchase that allows customers to personally try on a store’s own inventory of jewellery through their mobile devices. Customers can save their favourite items in their ‘carts’ to try on at a later time or to buy the next time they visit the store. For storeowners, the ease of inserting and updating new items through the TryItOn store management website is a great benefit of the app, as changes made are instantly available to consumers on their mobile devices.

Case in point

More recently, the fashion industry has also been cashing in on the success of AR. Clothing retailer American Apparel launched an app earlier this year that allows customers to use their smartphones to see how items on the rack would look in different colours that may not be available in-store. Lance Eliot, vice-president of IT for marketing firm Interactions, writes in a CNBC article that by simply pointing their smartphones at an item, shoppers can display product on their screens in the colour of their choice, while also being able to read customer reviews and additional details. They can even opt to purchase the item online rather than at the store counter, enabling the company to secure the sale even if the in-store stock does not match the customer’s desired choice.

AR technology can provide a great benefit to retailers due to its ability to excite consumers and draw them in. Take Apple for example. Crowds of customers are continually filling its retail locations for a chance to play with the technology giant’s latest products; they flock there for the experience. AR technology can provide a similar draw to your store by boosting excitement and offering an experience customers won’t find anywhere else. Increased traffic in your store can give you a greater opportunity to interact with clientele, providing valuable information, answering questions, and building important relationships that can foster increased loyalty and referrals.

Jeffrey Ross and Patti Moloney are a husband-and-wife duo that has used innovative thinking and technology to develop and expand their line of Dimples charms across Canada. They are also owners of Jeffrey Ross Jewellery, a custom jewellery design studio in Uxbridge, Ont.

Source URL: https://www.jewellerybusiness.com/features/augmented-reality-changing-the-face-of-retail-with-technology/

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