Shopper Marketing - July 2016 - 49


combination of the iPad, Oculus Rift headset
and Google Cardboard.
Lowe's carries more than 5,000 kitchen and
bath SKUs, and the Marxent VisualCommerce
platform stores all of the product information
on each SKU and cross-matrixes against data
- e.g., corner cabinets go in a corner and a
refrigerator doesn't go in front of a window. A
user then follows a guided design experience
to custom-design a room.
"You are looking at the future of CPG marketing," says Beck Besecker, CEO and co-founder
of Marxent. He acknowledges that VR and AR
tools are helping brands and retailers save
money on store planning but adds that P-O-P
signage itself will become more dynamic.
"Seriously, this is huge for P-O-P," Besecker
continues. "There are millions of shoppers empowered by their own devices to experience
3-D branded content as never before. Imagine
going into your local supermarket with the notion that you want to make pasta for dinner.
You stop in the pasta aisle, put on a headset
that puts you in the kitchen with Emeril [Lagasse], using his sauce and pasta products."

Four Uses for VR, AR
Pettyjohn of the VR/AR Association sees four
ways that retailers and brands can use VR and
AR:
First, it can assist with preplanning a shopping trip. Both VR and AR can be used at home
to inform consumers on a more emotional level.
AZEK, a decking company, worked with
Marxent to develop an app for the iPad 3 that
consumers could use to test out choices of
deck designs, railings, trim, molding and other products. "It gives them more confidence

in their decision," says Julia Fitzgerald, chief
marketing officer at AZEK, "especially as they
are investing considerable time and money
in their outdoor living space." She notes contractors love the app, too, as it helps clients
visualize a dream deck.
A second use, Pettyjohn says, is as a marketing tool for brands to enhance consumer engagement. He cites an example of Bud Light
creating a virtual reality dance floor. A user
puts on a headset and becomes surrounded
by beautiful people and Bud Light signage
like a person would see at a nightclub. It was
stereoscopic so the experience moved with
the viewer, he says.
A third use, according to Pettyjohn, is the
aforementioned store-planning tactic, exemplified by InContext, Augment and Kantar
Retail Virtual Reality.
And fourth, Pettyjohn says, is a tool for
in-store engagement, such as using AR to
navigate a store's aisles and receive product
information and rewards on an app as a shopper shops. As an example, he cites Sephora,
which plays AR videos over the mobile phone
as shoppers reach specific parts of the store.
Also, Liquid-Plumr leaned on Blippar to have
shoppers scan a package in-aisle and have a
"Hunky Plumr" pop into view and later receive
a calendar to see all the hunky men.

More to Come
Opportunities are expected to come fast and
furious in both VR and AR. According to Marxent's Besecker, "this isn't a 'Virtual Boy' moment
where the technology was exciting in theory
but never gained broad acceptance. It is definitely here to stay and we expect mainstream
JULY 2016 SHOPPER MARKETING y

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Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
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Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
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Shopper Marketing - July 2016 - 35
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Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
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Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
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