Professional Documents
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IN RETAIL
GARY KOEPKE & ADRIAN SLOBIN
One day, we
believe this kind
of immersive,
augmented reality
will become a part
of daily life for
billions of people.
- Mark Zuckerberg
Potential applications
Even though widespread mobile adoption still feels a bit distant (see Figure
1), were already seeing opportunity
areas for major brands in v-commerce.
By building a customized virtual reality
show world, sports apparel and equipment brands like Nike, Adidas, or New
Balance have the potential to show
their consumers how workout apparel
moves on an athletes body, or how a
famous golfer tests out clubs. In the
world of VR, consumers can immerse
themselves into the story of a sports
product, discover where the leather
from a basketball is made, or learn
how to use a specific piece of workout
equipment from a top athlete.
FIGURE01
WE ARE HERE
TODAY
VR ADOPTION
Sixense VR
Sixense VR
Sixense VR
Mobile Phones
Samsung Gear VR
Google Cardboard
Valve/HTC Vive Dev Kits
Facebook/Oculus Rift Dev Kits
Sony Morpheus Dev Kits
All Smartphones
Samsung Gear VR
Google Cardboard
Oculus Crescent Bay
Valve/HTC Vive
Sony Morpheus
Razer OSVR
All Smartphones
Samsung Gear VR
Google Cardboard
Oculus Crescent Bay
Valve/HTC Vive
Sony Morpheus
Razer OSVR
Microsoft Hololens
Magic Leap
Apple VR
Samsung Milk VR
Facebook 3600
YouTube 3600
Samsung Milk VR
Facebook 3600
YouTube 3600
Samsung Milk VR
Facebook 3600
YouTube 3600
FIGURE02
Merrell ran a VR experience at the Sundance Film Festival to highlight the
traction of Merrells new Capra hiking boot. The experience took visitors to the
Dolomites, a mountainous region in Italy, and allowed them to walk through the
region, cross a rope bridge over a chasm, and walk along a rock wall.2
Conclusions
Virtual reality is a transformational medium. It also allows for creating entirely
new types of experiences and the use
of our Storyscaping approach to fully
immerse consumers in virtual worlds
that are real to them emotionally and
psychologically, the impact of which we
are just starting to explore.
But the mass adoption of virtual reality
is coming. Within the next twelve
months, VR enabled mobile devices
will be announced by every major
smartphone manufacturer. In twelve to
twenty-four months, we will start to see
more experiences built for mobile VR
usage. Then in three to five years, we
expect to see full adoption.
Brands should start getting ready now.
Gary Koepke
Vice President, Chief Creative Officer,
SapientNitro North America
gkoepke@sapient.com
Gary is an internationally acclaimed designer, creative
director, and marketing executive who is bringing to life
our vision of redefining storytelling for an always-on world.
Adrian Slobin
Managing Director and Digital Strategist,
SapientNitro Minneapolis
aslobin@sapient.com
Adrian heads up SapientNitros innovation offering, which
includes a lab, an investment arm, and formal relationships
with university innovation centers. Broadly speaking, he
is focused on the continued evolution of both mature and
emerging digital experiences.
SapientNitro, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. Were changing the way our clients engage todays
connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omnichannel commerce. We call
it our Storyscaping approach, where art and imagination meet the power and scale of systems thinking. SapientNitros unique combination of creative, brand, and
technology expertise results in one global team collaborating across disciplines, perspectives, and continents to create game-changing success for our Global
1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target, and Vodafone, in thirty-one cities across The Americas, Europe, and Asia-Pacific.
For more information, visit www.sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of Sapient Corporation.