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RESEARCH, ANALYSIS & TRENDS







































       VR & AR will rely on 5G to change the

       CX inside and outside retail stores



       VR and AR have the potential to shake up the customer  With  VR’s  immersive  interfaces,  retailers  can  create
       experience  by  individualizing  retailers’  offers  and  task  efficiencies  or  reduce  the  costs  associated  with
       enabling  customers  to  visualize  products  in  different  designing  new  products.  They  can  also  enhance  the
       settings. By 2020, 100 million consumers will shop in AR  understanding  of  information  through  advanced
       online and in-store, according to Gartner.          graphical  visualization  and  simulation  technologies.
                                                           Pilots  and  implementation  examples  include  Alibaba’s
       “Retailers  are  under  increasing  pressure  to  explain  the   full  VR  shopping  experience,  virtual  reality  tours  by
       purpose  of  physical  stores  and  take  control  of  the  Tesco, Adidas’ VR video to promote its outdoor clothing
       fulfillment  and  return  process  for  cross-channel  collection, and eBay Australia’s partnerships with Myer
       execution,” said Hanna Karki, principal research analyst   to create personalized stores.
       at  Gartner.  “At  the  same  time,  consumers  are
       progressively  defining  the  value  provided  by  the  5G  mobile  network  technology  represents  an
       experiences  they  receive  from  retailers.  As  a  result  of  opportunity to accelerate the adoption of AR and VR in
       these  pressures,  retailers  are  turning  to  AR  and  VR  to  stores. Gartner’s recent 5G enterprise survey indicated
       offer  customers  a  unified  retail  experience  inside  and  that  AR/VR  applications  of  5G  attract  the  highest
       outside retail stores.”                             expectations  for  becoming  drivers  of  new  revenue,
                                                           across all use cases and respondents. 5G capabilities
       A 2018 Gartner survey* indicated that, by 2020, 46% of   can  support  multiple  uses  cases,  such  as  real-time
       retailers planned to deploy either AR or VR solutions to  rendering  for  immersive  video,  shorter  download  and
       meet  customer  service  experience  requirements.  set-up  times,  and  extension  of  brands  and  shopping
       Additionally,  the  technologies  behind  these  solutions   experiences beyond stores.
       have moved 15 to 30 percent further along the Gartner
       Hype Cycle over the past 12 months.                 “Gartner  expects  that  the  implementation  of  5G  and
                                                           AR/VR  in  stores  will  transform  not  only  customer
       “The impact of AR or VR in retail can be transformative,”   engagement  but  also  the  entire  product  management
       said Ms. Karki. “Retailers can use AR as an extension of  cycle  of  brands,”  said  Sylvain  Fabre,  senior  research
       the brand experience to engage customers in immersive  director  at  Gartner.  “5G  can  optimize  warehouse
       environments  and  drive  revenue.  For  example,  IKEA’s   resources,  enhance  store  traffic  analytics  and  enable
       Place  app  enables  customers  to  virtually  ‘place’  IKEA   beacons   that   communicate   with   shoppers’
       products  in  their  space.  Additionally,  AR  can  be  used  smartphones.” (Source: Gartner) ◊
       outside  the  store  after  a  sale  to  increase  customer
       satisfaction and improve loyalty.”

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