From PSFK's Reinventing Retail Through Experience-First Shopping report, here's how four brands are leveraging mixed reality technology to engage customers at every touchpoint

More than 50% of North American consumers said they are likely to purchase if stores offer interactive technologies. Leading brands are responding to this, leveraging cutting-edge mixed reality tools or features that provide customers with additional information and give them an opportunity to deeply engage with products, making the decision-making process more interactive.

The following examples showcase how four brands are implementing augmented and virtual reality technology within the store in order to enhance the overall shopping experience:

Macy’s
Department store giant Macy’s, in collaboration with Marxent, a company that specializes in large-scale virtual reality, created the largest retail VR installation yet. The Macy’s Virtual Reality furniture experience is a rig that allows people to test out furniture in a small space so they can make a more informed decision on larger and more expensive products before committing. Customers are invited to design their living space and, using a VR headset, then immerse themselves in the virtual rooms of their creation. Macy’s is also extending its “See Your Space IRL,” to a mobile app that allows shoppers to test out furniture in their own space through VR from their phones.

Sephora
Beauty retailer Sephora is leveraging AI and AR to engage customers in makeup fashion shows highlighting the latest trends and concept stores. The tech options allow customers to personalize their shopping experience by trying on makeup virtually using AR, matching their skin tone to a foundation with AI, and sampling a fragrance via a touchscreen and scented air.

Image: stock photos from Roman Tirapolsky/Shutterstock

NARS
Cosmetics brand Nars is integrating artificial intelligence and augmented reality experiences into its beauty counter experience to help customers try on products quickly and easily. Through a new partnership with beauty AR company Perfect Corp., Nars created a system that lets customers trial 700 different products in order to find the best matches for them. Nars is designing its experience to be used in conjunction with employees, hence why it is not available on the Nars app. Customers will be able to send themselves the photo results of their try-ons as well as share them on social media.

KIND
Snack bar brand KIND created an augmented reality popup called Sweeteners Uncovered to reveal the sugar content of many popular processed foods from competitors. The two-day, New York City popup encouraged consumers to look not only at the sugar content of their favorite snacks with a simple QR scan, but also to compare them to traditional unhealthy ones. The popup also explained the many different sugars that might be hiding in the ingredients label, making it seem like there’s less sugar than there really is.

Experiential retail can take many forms; mixed reality is but one of many roads that brands can take to innovate their store and establish an experience-first shopper journey. For more case studies and trend analysis, download PSFK's Reinventing Retail Through Experience-First Shopping, out now.

Lead image: stock photos from Artie Medvedev/Shutterstock

More than 50% of North American consumers said they are likely to purchase if stores offer interactive technologies. Leading brands are responding to this, leveraging cutting-edge mixed reality tools or features that provide customers with additional information and give them an opportunity to deeply engage with products, making the decision-making process more interactive.

The following examples showcase how four brands are implementing augmented and virtual reality technology within the store in order to enhance the overall shopping experience: