More than a Gimmick: Augmented Reality for Interior Designis Here to Stay

3 Oct 13 - AMSTERDAM

Gabriela Aguirrezabal

The Retailers’ Challenge

The Consumers Perspective

Ikea’s Case

Decolabs App

Future Developments in Technology

IN THIS PRESENTATION

RETAILERS CHALLENGE

Consumers no longer go shopping... they are always shopping.

RETAILERS MAIN CONCERNShowrooming

“40% of consumers navigate social networking sites in search of user commentary and product reviews”

- according to TNS

The online and offline retail environments are merging.

THE ROPO* EFFECT* Research Online Purchase Offline

CONSUMERS’ PERSPECTIVE

SHOWROOMS ARE BIG

Cassina in London www.domusweb.it

often bigger than the average house

Felicity Nove, Measurements of Space in a Fractal Structured Vacuum, installation

http://www.ves.fas.harvard.edu/measure.html

CONSUMERS MAIN CONCERNSIs the size ok?

Will the style match?

http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031

WILL IT FIT?Luckily some retailers have good tips...

http://www.marksandspencer.com/Will-it-Fit-Buying-Guides-Interior-Ideas-Home-Furniture/b/213819031

WILL IT FIT?... if you are willing to read...

OOPS!14% have bought a wrong-sized piece of furniture - IKEA

THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

Evan & Katelyn’s buying experience

http://evanandkatelyn.com/tag/couch/

Old Couch in Old Apartment: Looking cozy!THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

Old Couch in New House: Looking... different.THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

Looking for a new couch in the showroom.THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

But... how will it fit?

?

THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

Solution: Measure ... and mark with masking tape!THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

She knows it fits, but she can’t visualize it.THE CONSUMER PERSPECTIVE

http://evanandkatelyn.com/tag/couch/

Tips & tricks anyone?

“Anyone else have any tips or tricks for furniture buying? We are still kinda winging it so, if you’ve got any tricks up your sleeve, spill!” - Katelyn

THE CONSUMER PERSPECTIVE

CASE: IKEAIkea researched their customers’ habits and found that:

14% have bought a wrong-sized piece of furniture70% don’t know how big their homes really are

IKEA SOLVING THE PROBLEMwith augmented reality.

VISUALIZINGone item at a time.

EXPLOREBrowse through the catalog.

Add to favorite Rich catalog information

SIMULATETake a photo, or walk around.

PHOTO VIEWTake a picture, define the scale and insert furniture.

1. 2.

Move the pin points to your reference points

3. 4.

PHOTO VIEW

Adjust the scale

PHOTO VIEWThe perspective follows the angle of the camera.

Print your floor plan and take a photo holding the iPad parallel to the ground.

REAL-TIME VIEWPlace the markers, insert furniture and walk around it.

2.1.

REAL-TIME VIEW

3. 4.

REVIEWShare with your community.

4.

1. 2.

REVIEW

3.

Saved to “My Rooms” to work on it later.

YOUR IPAD BECOMES THE CATALOG...and every home becomes a showroom.

WHAT DOES THIS MEAN FOR BRANDS?(and retailers)

WHITE LABEL APPYour brand, your catalog...

...your customers, your analytics dashboard.

CONSUMERS RETAILERS ANALYTICS DASHBOARD

Marketing insights from a valuable audience with high buying intention.

THEY LOVE TO USE IT& you get their data.

Upload a 3D model of a design that is not in production yet!

TEST BEFORE YOU LAUNCHMarket research tool for pre-launching new products

and test how the market reacts.

Social reviews are preferred by a 4:1 margin over advice

from store employees.*

71% want to access digital content in the store.*

70% of consumers trust brand recommendations

from friends.**

BUILD A COMMUNITYfor online ratings and reviews.

Sources: *Cisco http://blogs.cisco.com/retail/retailers-must-catch-and-keep-todays-demanding-digital-shoppers/** Forrester Research http://mashable.com/2013/03/21/70-percent-brand-recommendations-friends/

AUGMENTED REALITYAllows brands to merge the online & offline retail environments

to offer a more holistic and immersive customer experience.

Image by David Scudder

AND IT WILL ONLY GET BETTERImage based lighting:

virtual objects reflecting light.

http://www.youtube.com/watch?v=YxxCjV-2y_E

AND IT WILL ONLY GET BETTERObject occlusion:

making it possible to put a virtual object behind a real one.

http://vimeo.com/72261805

FEATURED IN:

AUGMENTED REALITYfor interior design, is already passed the gimmick phase.

It is a tool to help brands, retailers and consumers alike.

info@decolabs.com

Thank you