Augmented Retail - Meetup Retail 2021

AGENDA – AUGMENTED RETAIL
1. AR / VR / XR concepts
2. POS & PRODUCT RESEARCH
3. POS MANAGEMENT
4. CONSUMER JOURNEY
Copyright © 2021 Accenture. All rights reserved. 2

VIRTUAL &
AUGMENTED
REALITY
CONCEPTS

Augmented Reality (Mobile)
Augmented Reality (Smartglasses)
Virtual Reality
IN A NUTSHELL
Copyright © 2021 Accenture. All rights reserved. Accenture Confidential Information | 4
Improving customer
connections and experiences
Creating & monetizing new
content, services & products
Optimizing employee
performance, resources and
talent
Reducing design &
production costs

POS &
PRODUCT
DESIGN &
RESEARCH

Definition:
 Enables brands and retailers to create VR spaces to evaluate the
impact of new product placement, store/shelf layout, or category
assortment
 VR Research tracks and analyses customers’ gaze, interaction with
products, and navigation in virtual spaces to provide accurate
insights on behaviours. All this using cutting-edge XR technology,
tracking, cloud biometrics cognitive analytics, and hardware
management services.
Potential functional applications
that can leverage AR VR:
 Shelf layout optimization
 Product design & assortment
 Retailer engagement
 Preview in-store placement using mobile or glasses
Value:
 Test hypotheses, improve product visibility at lower cost compare to
physical mock-up stores. Unlimited re-do’s.
 Gain insights on customers’ buying decisions and improve in-store
experience.
VR RESEARCH
Danone – VR Collaborative Design Platform
Australia (2017)

VR RESEARCH
Definition:
 Enables brands and retailers to create VR spaces to evaluate the
impact of new product placement, store/shelf layout, or category
assortment
 VR Research tracks and analyses customers’ gaze, interaction with
products, and navigation in virtual spaces to provide accurate
insights on behaviours. All this using cutting-edge XR technology,
tracking, cloud biometrics cognitive analytics, and hardware
management services.
Potential functional applications
that can leverage AR VR:
 Shelf layout optimization
 Product design & assortment
 Retailer engagement
 Preview Product Display in-store using mobile or AR glasses
Value:
 Test hypotheses, improve product visibility at lower cost compare to
physical mock-up stores. Unlimited re-do’s.
 Gain insights on customers’ buying decisions and improve in-store
experience.
Augmented Reality Shelf viewer

LIVE DEMO

POS &
DISPLAY
MANAGEMENT

AUGMENTED
POS MANAGEMENT
Definition:
 Using Smartglasses or mobile phones give sales staff more tools to sell, ensure retailer
obligations and optimize product management
 Augmented reality provides features like product packaging recognition, shelf
voice + hand-free interaction
Value:
 Reduce error and increase sales staff efficiency
Potential functional applications that can leverage AR VR:
 Visually count and audit product placement
 Optimize product refill & stock
 Ensure negotiated product placement & promo

AUGMENTED
POS MANAGEMENT
Scanned and review product alley
3D interactive product display viewer

CONSUMERS ARE READY FOR
IMMERSIVE EXPERIENCES
Viewing products
without visiting a
store
Assessing product
features and
capabilities
Experiencing products
before purchasing
Increasing confidence
in purchasing decision
Changing, customizing or
personalizing products
Consumers’ top motivations for trying out immersive technologies when shopping online
47% Of consumers would pay extra for a
product if they could customize or
personalize it using immersive
technology
3 in 5
Consumers expect to buy more from
brands that enable them to use
immersive technology to interact with
and evaluate products
52% 42% 42% 39% 29%
47% Of consumers say immersive
technologies make them feel
connected with products.

CONSUMER JOURNEY
Definition:
 Using everyday smartphone, brands can add a layer of information and
redirect consumer to new content and media experiences
Value:
 Consumer engagement (before and after buying) and brand presence go one
step closer by being available :
 ATAWAD : AnyTime AnyWhere AnyDevice
 SOLOMO: Social Local Mobile
Potential functional applications that can leverage AR on mobile:
 Provide product tailored information / nutrition facts
 Provide information & experience to consumers
 Reduce experience gap between Physical Retail and Digital
 Leverage social media platform to increase brand impact
Red Bull Knockout 2018
Shopping enhanced by Augmented Reality

2/3 OF CUSTOMERS' DECISIONS ARE BASED
ON THE QUALITY OF THEIR EXPERIENCE!
DanoneAR Dino Experience
Russia (2018)
Danone – AR Serenito Pixels Experience
Argentina (2016)
DanoneAqua Independance Day
Indonesia (2017)
IT CAN BOOST SALES BY 50%

LIVE DEMO
Augmented packaging/flyer
Super mario Cereal box Snapchat, Instagram,Tiktok

USE CASES IN RETAIL CONTEXT
Augmented Preview of Product Displays
 Measure available space and alleys
 Preview product displays and variants
 Customize and assess the result in real-time
Audit of product assortment/planogram
 Instant planogram audit using computer
vision and augmented reality
 Detect incorrect placements, missing product
& negociated shelf-space allocation
 Using a phone or glasses
Augmented product & brochure
for heatlhcare customers
 Provide interactive content (recommendation,
benchmark, promotional content) from any
brochure or product
 Add survey, search criteria and product
medical information

APPENDIX

Copyright © 2021 Accenture. All rights reserved.
TWO FLAVOURS FOR TRY-ON
19
On Mobile…
And even on
Social Media!
On Web…
IKEA Place App
Wanna Kicks App
1. TRY PRODUCTS AROUND YOU
Place products from e-commerce sites in your living room,
kitchen, garden, etc. Inspect & customise them in context with
realistic effects (ambient light, reflections, colours, sizes, etc) to
assess their fit before committing to buy.
Or erect virtual doors to walkthrough into a live football match
in stadium, or into a desired travel destination.
Create a sense of psychological ownership that drives a
must-have buying decision!
2. TRY PRODUCTS ON YOU
Virtually try jewellery, make-up, glasses or shoes without
necessarily having access to a physical product. This is ideal
for online shopping, and even for in-store when not all
variations of a product are available on display.
Virtual try-on can overcome the hygiene concerns from
COVID-19, speed up in-store transactions, and allow future
personalisation. With virtual try-on, retailer can reduce
returns by 25% and increase conversion by 80%.

IMMERSIVE
TRAINING- IN STORE
ASSOCIATES –
PARTNER (STRIVR)
EXPERIENCE
Sources:
https://www.strivr.com/resources/customers/walmart/
https://www.strivr.com/resources/customers/verizon/
Copyright @ 2021 Accenture. All rights reserved. 20

Copyright @ 2021 Accenture. All rights reserved.
IMMERSIVE
TRAINING- SALES
EMOTIONAL
INTELLIGENCE
We are creating a VR training experience for sales
representatives from a large technology manufacturer. The
idea is to provide a realistic and risk-free environment to
practice sales conversations and negotiation skills, with a
focus on adapting to different social styles and emotional
cues.
Users will be presented with different scenarios in the
headset where they would join virtual meetings with the
customer’s CTO, Procurement Officer or marketing
personnel. These roles are played by professional actors
with pre-scripted and branched narratives. Different
decisions made by the player lead to different outcomes, all
with learnings on how to behave in certain situations.
All this is done using real actors and 360-degree filming to
create as realistic a sales environment as possible.
21

TESTING VR MERCHANDISING SOLUTION
IN REAL WORLD PRODUCT LAUNCH
THE CHALLENGE
Kellogg’s was launching PopTarts Bites and
needed market data to determine placement,
assortment and promotion.Traditional tests—
online surveys and in-home user tests—
showed that consumers expected to find new
products higher up on a shelf. However, these
types of approaches to consumer testing have
drawbacks in terms of cost, timeliness, reach
and depth of data.
THE SOLUTION
Using Qualcomm’s reference headset powered
by the Snapdragon 845 with embedded eye-
tracking, and software from InContext
Solutions and Cognitive3D, Accenture Extended
Reality (XR) developed a pilotVR solution that
immersed consumers in a full-scale, simulated
store, enabling them to move through the
space, shop, pick up products and place them in
carts--all while tracking what consumers were
looking at, for how long and why.
THE RESULTS
The pilot proved the high degree of correlation between theVR test results and those of traditional testing
methods. More importantly, eye-tracking provided deeper behavioral data that led to a different
merchandising conclusion—to place PopTarts Bites on a lower shelf, increasing total brand sales by 18
percent during testing.
Kellogg’sVR Merchandizing :Video - Insights

REFERENCES
• https://www.marketsandmarkets.com/Market-Reports/low-code-
development-platforms-market-103455110.html
• https://www.lemondeinformatique.fr/actualites/lire-dynamique-le-marche-
du-low-code-va-approcher-les-14-md$-en-2021-82004.html
• https://www.gartner.com/en/information-technology/glossary/citizen-
developer
• https://www.mansystems.com/showcases/nutricia
• https://www.sap.com/products/ruum.html

Augmented Retail - Meetup Retail 2021

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