design:retail - September 2016 - 22
clicks & mortar
022
VIRTUAL REALITY FOR GLOBAL BRANDS
M
ARKETERS AND
technology experts
gathered in London
in July to talk virtual
reality (VR) in the retail space during the Virtual Reality
for Global Brands conference.
"Brands and retailers need to ask
'what's our story?' rather than replicate what others are doing," insisted
Lennart Roosendaal, director of
marketing at IC3DMedia, speaking
at the event. "Don't try to do everything, focus on
your objectives."
"The question you need to ask is will what I
am doing impact consumer behavior and make
them do something they wouldn't have done otherwise?" noted Guido Rosales, former integrated
marketing director for The Coca-Cola Co. Europe.
"You need to educate, entertain and inspire."
Last Christmas, Coca-Cola created a virtual reality sleigh ride with Lemon & Orange for the
Polish market. Using Oculus Rift, thousands of
people were immersed at special events in a virtual
world as Santa Claus himself, with a flying experience over the country and into different villages.
The VR experience was also created by turning the
Coca-Cola cardboard packaging for bottles and cans
into a headset. Successful as this was, Rosales said it
demanded too much of consumers and he would
advocate simpler mechanisms to introduce VR.
SEPTEMBER 2016
DESIGNRETAILONLINE.COM
Rosales was adamant that any future initiatives
need to make the consumer's life as easy as possible. "I prefer the type of activation that does not ask
a lot of the customer," he said. "It has to be about
creating a better experience, but this must be balanced with being easy to use."
Alex Cohen, founder of London-based Virtually Reality, also pointed to the success of VR in a
project with store-based vacation agent Thomas
Cook that targeted six holiday destinations. He
said the company achieved a 180 percent sales
increase in New York vacation sales following a
targeted promotion in partnership with Samsung
Gear VR and Visualise. "So far the focus has been
on the in-store market," he said. "However, we see
a lot of opportunities with cardboard headsets and
catalogs. The key is to use channels that people are
already using."
- Mark Faithfull
Photos courtesy of THOMAS COOK
http://www.thelookcompany.com
http://www.thelookcompany.com
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - September 2016
design:retail - September 2016
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Inspirations
Mingle
How’d They Do That?
Have You Heard?
Perspectives
Shopper Insights
Shopping With Paco
2016 Portfolio Awards
Retail Design Luminaries
Retail Design Influencers
Retailer of the Year
Best Store Designs of the Year
Design Firms of the Year
Best Visual Merchandising Programs
Retail Superlatives
Products
Backstory
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - CT1
design:retail - September 2016 - CT1
design:retail - September 2016 - design:retail - September 2016
design:retail - September 2016 - Cover2
design:retail - September 2016 - 1
design:retail - September 2016 - 2
design:retail - September 2016 - 3
design:retail - September 2016 - Contents
design:retail - September 2016 - 5
design:retail - September 2016 - 6
design:retail - September 2016 - 7
design:retail - September 2016 - Editor’s Note
design:retail - September 2016 - 9
design:retail - September 2016 - GlobalShop Talk
design:retail - September 2016 - 11
design:retail - September 2016 - On Trend
design:retail - September 2016 - 13
design:retail - September 2016 - 14
design:retail - September 2016 - 15
design:retail - September 2016 - We Love This!
design:retail - September 2016 - 17
design:retail - September 2016 - 18
design:retail - September 2016 - 19
design:retail - September 2016 - Designer Picks
design:retail - September 2016 - 21
design:retail - September 2016 - Clicks & Mortar
design:retail - September 2016 - 23
design:retail - September 2016 - Postcard
design:retail - September 2016 - 25
design:retail - September 2016 - Inspirations
design:retail - September 2016 - 27
design:retail - September 2016 - Mingle
design:retail - September 2016 - 29
design:retail - September 2016 - 30
design:retail - September 2016 - 31
design:retail - September 2016 - How’d They Do That?
design:retail - September 2016 - 33
design:retail - September 2016 - Have You Heard?
design:retail - September 2016 - 35
design:retail - September 2016 - 36
design:retail - September 2016 - 37
design:retail - September 2016 - Perspectives
design:retail - September 2016 - 39
design:retail - September 2016 - Shopper Insights
design:retail - September 2016 - 41
design:retail - September 2016 - Shopping With Paco
design:retail - September 2016 - 43
design:retail - September 2016 - 2016 Portfolio Awards
design:retail - September 2016 - 45
design:retail - September 2016 - Retail Design Luminaries
design:retail - September 2016 - 47
design:retail - September 2016 - 48
design:retail - September 2016 - 49
design:retail - September 2016 - 50
design:retail - September 2016 - 51
design:retail - September 2016 - Retail Design Influencers
design:retail - September 2016 - 53
design:retail - September 2016 - 54
design:retail - September 2016 - 55
design:retail - September 2016 - 56
design:retail - September 2016 - 57
design:retail - September 2016 - 58
design:retail - September 2016 - 59
design:retail - September 2016 - Retailer of the Year
design:retail - September 2016 - 61
design:retail - September 2016 - Best Store Designs of the Year
design:retail - September 2016 - 63
design:retail - September 2016 - 64
design:retail - September 2016 - 65
design:retail - September 2016 - 66
design:retail - September 2016 - 67
design:retail - September 2016 - 68
design:retail - September 2016 - 69
design:retail - September 2016 - 70
design:retail - September 2016 - 71
design:retail - September 2016 - 72
design:retail - September 2016 - 73
design:retail - September 2016 - Design Firms of the Year
design:retail - September 2016 - 75
design:retail - September 2016 - 76
design:retail - September 2016 - 77
design:retail - September 2016 - 78
design:retail - September 2016 - 79
design:retail - September 2016 - 80
design:retail - September 2016 - 81
design:retail - September 2016 - Best Visual Merchandising Programs
design:retail - September 2016 - 83
design:retail - September 2016 - 84
design:retail - September 2016 - 85
design:retail - September 2016 - 86
design:retail - September 2016 - 87
design:retail - September 2016 - 88
design:retail - September 2016 - 89
design:retail - September 2016 - Retail Superlatives
design:retail - September 2016 - 91
design:retail - September 2016 - 92
design:retail - September 2016 - 93
design:retail - September 2016 - 94
design:retail - September 2016 - 95
design:retail - September 2016 - 96
design:retail - September 2016 - 97
design:retail - September 2016 - 98
design:retail - September 2016 - 99
design:retail - September 2016 - Products
design:retail - September 2016 - 101
design:retail - September 2016 - 102
design:retail - September 2016 - 103
design:retail - September 2016 - Backstory
design:retail - September 2016 - Cover3
design:retail - September 2016 - Cover4
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