Shopper Marketing - July 2016 - 52


FEATURE: VIRTUAL REALITY/AUGMENTED REALITY

acquisition of PrimeSense, the Israeli-based
3-D company behind Microsoft Kinect, and Apple's purchase of Metaio, a German-based AR
company, that the next iteration of the iPhone
and iPad will likely include AR capability and
depth-sensing technology to compete with
Project Tango.
Alibaba, the e-commerce giant out of China
that is a large investor in Magic Leap, recently
announced a full-on dedicated VR research
lab called GnomeMagic Lab. The company
has said it would be focusing on making a VR
shoppable experience as well as movies and
entertainment content.

Overtaking Commerce
"Within the next three to five years, [virtual
reality] will overtake commerce," Marxent's
Besecker says. "In the same way that we shop
online now, we'll be using VR and AR to make
purchase decisions. Alibaba is a great example of this. Imagine replacing all of the product videos on Zappos with VR or designing

custom products like a racing bike or Nike ID
shoes all in 3-D VR or AR."
Barwin agrees: "Gaming and social engagement will fuel interest and drive further applications for VR. It's only a matter of time before
we expand VR use from shopper research
and retail planning to shopping solutions for
shoppers themselves."
The VR/AR Association launched with a
goal of 200 member companies and 10 chapters across the globe; Pettyjohn already has
chapters in San Francisco, New York, Dallas, St.
Louis, Orlando, Boston, Singapore and London. He expects the association to continue
to grow.
Dawson of Greenlight VR says in its 2016
Virtual Reality Industry Report that there will
be more than 130,000 headsets in the U.S. by
2025. "We are overall optimistic and believe
dozens of new consumer, enterprise and industrial vehicles will be impacted by the 2016
release and subsequent adoption of relatively
SM
low-cost VR and AR displays."

VR/AR EXPERIENCE
The Path to Purchase Institute, in partnership with the newly launched VR/
AR Association, will offer a "VR/AR Experience" at this year's Path to Purchase Expo, Sept. 20-22 at Donald E. Stephens Convention Center in Rosemont, Illinois. Through a variety of virtual and augmented reality exhibitors
and seminars, the Expo will provide attendees with opportunities to learn
about these experiences and how they can be leveraged to enhance shopper engagement and influence decision making at retail. For more information, visit Path2PurchaseExpo.com.
52

y SHOPPER MARKETING JULY 2016


http://www.Path2PurchaseExpo.com

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
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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
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Shopper Marketing - July 2016 - 24
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 - 37
Shopper Marketing - July 2016 - 38
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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 - 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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