Bringing realistic shopping experiences to consumers via immersive technologies

Bringing realistic shopping experiences to consumers via immersive technologies

IMMERSIVE technology is revolutionising various industries around the world and retailers are starting to adopt features of what the technology can offer.

Jason Ang

Augmented reality (AR), virtual reality (VR), mixed reality (MR) and even gamification have proven to bridge the gap between retailers and consumers since the COVID-19 outbreak.

In November 2020, a consumer behaviour survey by Accenture Interactive showed that the use of immersive technology in e-commerce has been rising as more consumers are opening themselves to embrace the technology.

In light of this, Content Technology (Conten.T) is entering the immersive technology scene by offering AR, VR, MR and other mobile-based technology expertise to help brands reach out to more consumers at home.

“Having predicted a growing trend in immersive technology even before COVID-19, the adoption of immersive exploration was accelerated by the shift of digital-centric consumers largely caused by the pandemic,” said Fotobox founder and managing director Jason Ang.

According to global research and advisory firm Gartner, 70% of enterprises will be experimenting with immersive technologies for consumer and enterprise use by 2022.

For the Korean beauty brand Mamonde, Conten.T helped the brand create a virtual retail experience to offer its customers.

With it, users are able to enter a hyper-realistic virtual environment by scanning a QR code, allowing them to explore featured rooms and even chancing upon a few surprises in the process, earning them prizes and free samples.

“This is all experienced through mobile phones – no apps, no downloads – just scan a QR code and experience through your mobile browsers, and customers have access to this in the comfort from their home,” Ang said.

More recently, Conten.T partnered with adidas Malaysia to launch the brand’s largest flagship brand centre in Malaysia, allowing visitors to go to an AR journey at the Pavilion store in Kuala Lumpur.

“We believe that when one door shuts on physical retail, another opens into a new digital world; one that can reach today’s tech savvy consumers in an impactful, emotional and interactive way,” he added.

“Digital and hybrid experiences are here to stay, we aim to become the technology partner every brand needs to venture into offline and online immersive engagements in SEA and APAC, as more of the younger, tech savvy consumers don’t want to be advertised to. They want to be part of the brand experience.” Ang concluded. – Jan 20, 2021