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Igniting emotions through AR and VR

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NRF 2019: Retail's Big Show
Gwen Morrison, CEO, The Americas and Australasia, The Store - WPP
Kambiz Hemati, VP, Global Store Design, Foot Locker, Inc.
Matt Jones, Senior Director, Online and Mobile, The Home Depot
Alia Kemet, Director, Creative and Digital Strategy, McCormick and Company
Eduardo Yamashita, Managing Partner and COO, Group GS&MD - Gouvêa de Souza

Publié dans : Commerce de détail
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Igniting emotions through AR and VR

  1. 1. Igniting emotions through AR and VR Tuesday, January 15 11:00 am - 11:30 am Gwen Morrison CEO, The Americas and Australasia The Store - WPP Kambiz Hemati VP, Global Store Design Foot Locker, Inc. Alia Kemet Director, Creative and Digital Strategy McCormick and Company Matt Jones Senior Director, Online and Mobile The Home Depot Eduardo Yamashita Managing Partner and COO Group GS&MD - Gouvêa de Souza
  2. 2. Kambiz Hemati VP, Global Retail Design Foot Locker
  3. 3. Verizon Next-Gen VR Experience - 2017 Design: 140 | Retail Design Team VR Content: RYOT Studio
  4. 4. Alia Kemet NA Digital Strategy and Creative Director McCormick and Company
  5. 5. WE’VE BEEN TELLING OUR STORY FOR OVER 129 YEARS
  6. 6. WE SEEK COOKING GUIDANCE/INSPIRATION ____ 46% YoY increase in food pins, the largest Pinterest category WE WANT TO UNDERSTAND WHERE OUR PRODUCTS COME FROM ____ Consumers want sustainable, ethically-sourced products with 66% willing to pay more for sustainable goods, increasing to 73% when looking at Millennials WE TREAT FLAVOR AS A GETAWAY ____ Flavor offers new world of exotic places and serves as the basis for new experiences. Interest in food from different cultures is at an all time high with 87% of consumers ordering ethnic fare. WE ALL EXPERIENCE A THE GENERATIONAL COOKING GAP ____ Millennials and Gen Z have high aspirations for what they want to achieve in cooking but many have not been taught OUR CONSUMER’S HAVE A STRONG RELATIONSHIP WITH FOOD AND FLAVOR
  7. 7. FLAVOR MAKER A Digital Transformation for McCormick Supporting a larger business initiative of transforming how a customer shops, perceives, and uses spices
  8. 8. DELIVERING AN EXPERIENCE THAT REFLECTS CONSUMER’S LOVE OF FLAVOR Personalized Content Advanced Search Shopping Assistant Flavor Boards
  9. 9. CREATING ADDITIONAL INSPIRATION, LOYALTY AND STORIES THROUGH VR TODAY
  10. 10. CREATING INSPIRATION, LOYALTY AND STORES THROUGH VR TODAY Advance Page Recognition Digital Spice Rack Flavor Canvas
  11. 11. Creating an Immersive, Storytelling Experience Inspiration with existing content such as recipes, articles, and product information. Storytelling through virtual reality that takes the consumer on a journey that highlights our obsession with flavor and Purpose
  12. 12. Enhancing Flavor Maker with Virtual Reality • Launch Flavor Maker 2.0
  13. 13. Enhancing Flavor Maker with Virtual Reality • Launch Flavor Maker 2.0 • Start by scanning a product
  14. 14. Enhancing Flavor Maker with Virtual Reality • Launch Flavor Maker 2.0 • Start by scanning a product
  15. 15. Enhancing Flavor Maker with Virtual Reality • Launch Flavor Maker 2.0 • Start by scanning a product • Tap to view ”VR Experience”
  16. 16. WHAT WOULD YOU LIKE TO SEE? CINNAMON TREE FIELDS IN SAIGON CINNAMON HARVESTING PROCESSING & BOTTLING SUPPORTING LOCAL FARMERS Enhancing Flavor Maker with Virtual Reality
  17. 17. CINNAMON HARVESTING PROCESSING & BOTTLING SUPPORTING LOCAL FARMERS VIEW STORY IN 360 Enhancing Flavor Maker with Virtual Reality
  18. 18. Matt Jones Senior Director, Online and Mobile The Home Depot
  19. 19. Augmented Reality Gain Inspiration and Confidence with See it in your Space True-to-Life 3D Where We Are Focused on fit-and-finish use cases in: • Furniture • Fixtures • Home Decor Where We’ve Been • Launched 2D AR in 2012 • Enhanced to 3D AR in 2017 with AR Kit Where We’re Going • Bringing 3D AR to our mobile website • New use cases like mounting to wall and ceiling • Expanding to Android with ARCore
  20. 20. Eduardo Yamashita COO & Managing Partner Group GS& - Gouvêa de Souza
  21. 21. • One of the youngest population with fast technology adoption • Mobile supporting leapfrogs • Most of online traffic and sales coming from mobile • B&M lacks in convenience while online lack in experience • New technologies can bring together the best of the two worlds • Most Online operations are not profitable • B&M needing differentiation and traffic What AR/VR is relevant (in Brazil and LATAM)
  22. 22. 27,000 Downloads 115,000 Coupons captured 5,000 Coupons redeemed Huge media impact Success Case: Black Friday
  23. 23. Success Case: Senna Experience 50 - 100 pax per hour, 20% - 30% of VR usage Immersive experience as sales and engagement tool VR-Commerce Pop-up store in several locations: Races, AutoShow, Events, Shopping Malls, etc.
  24. 24. Thank You @KambizHemati @AliaKemet @mj3putt @gsmdgouvea @gmorrison5

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