From holograms to virtual avatars: US brands explore innovations to attract shoppers post-COVID-19

RETAILERS PLAN TO BOOST TECH SPENDING

ARHT Media’s hologram display Capsule, for instance, aims to bring some of the convenience and customisation provided by online shopping to the in-store experience.

Using hologram and touch-screen technology, it allows people to virtually appear in a store from anywhere in the world, or for customers to interact with a brand’s latest products. 

“This not only allows you to be in the store, but it allows you to find out more about the product without having to have an actual interaction with a sales associate, which sometimes is hard to find,” said Ms Gorana Seeley, vice-president of global retail at ARHT Media. 

“And it gives you a piece of entertainment, so you can find the product there and really understand what they are all about.”

According to research and advisory firm Coresight Research, more than two-thirds of US retailers plan to boost their technology spending over the next three years.

Technology firm Hypervsn said its holographic technology can increase customer footfall by up to 30 per cent, compared to 2D advertising. 

“Sometimes, it can be just the ‘wow’ moment,” said Ms Lisa Jey Schanley, director of business development entertainment at Hypervsn. 

“Maybe they just want to draw people in and have them spend more time in the store, and when you increase dwell time and foot traffic, you’re going to increase spending.”