Storytelling: uma nova realidade de compras virtual e aumentada

postado em: Uncategorized | 19

A diferença entre as realidade virtual e realidade aumentar não é só semântica, mas de interação

Por: Editor NV 

Crédito: Shutterstock

Por Patricia Cotti, diretora executiva do IBEVAR – Instituto Brasileiro de Executivos de Varejo e Mercado de Consumo

convergência do varejo físico e do digital é, há muito, debatida frente as inovações existentes e mudanças dos hábitos de consumo para o que se denomina comportamento cross-channel, integrativo de canais.

A novidade quanto a este tema, entretanto, está nas inovações que vêm sendo utilizadas para facilitar esta integração do consumidor, congregador de elementos visuais on-line e físicos, em um único espaço. Tente imaginar o mundo físico das lojas com a aplicação das tecnologias de realidade virtual (VR) e realidade aumentada (AR). A diferença entre as duas não é só semântica, mas de interação. Enquanto a VR cria um mundo totalmente novo, a sua sucessora, a AR, introduz no mundo existente projeções, e faz com que elas simplesmente apareçam em seu caminho, possibilitando assim uma série de integrações.

Pense circular com um par de óculos “transparente” em um espaço já mobiliado, em que as decorações sejam mutáveis de acordo com as preferências individuais de cada usuário. Depois, imagine poder interagir com estes objetos virtuais em 3D em seu próprio ambiente.

Esta é a ideia por detrás da realidade aumentada, e suas aplicações ao varejo já começam a aparecer de maneira imersiva, tanto no universo on-line como no mundo físico. No digital, a projeção pode se dar em sua própria sala, pelos itens disponíveis via site. Em loja, toda uma experiência se abre, com animações, objetos, produtos, ou qualquer outro formato de exposição e comunicação.

A criatividade é o limite para a criação de experiências únicas. Quando você coloca seus “óculos”, você mergulha em um novo mundo (via VR) ou vê coisas surgirem diante de seus olhos (via AR).

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