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2017年1月16日

去年2016年,无疑是虚拟现实发展历史上最关键的一年,从谷歌,脸书到索尼,或者承诺或者已经发布了他们的虚拟现实平台,这些科技大鳄们的参与给虚拟现实这个新科技增加了有力的护航保障。

更重要的是,利用虚拟现实技术,被俗称虚拟现实“表兄”的增强现实,从技术狂热者的梦想变成了你的叔叔可以从本地实体店购买到的实体设备了。

第 1 段(可获 1.06 积分)

客户需求,高质量设备和市场环境都已具备,虚拟现实和增强现实将成为技术领域下一个主要进步方向。

与此同时,投资者也对这些技术也表现了热情的支持,过去12个月投资额高达17亿美金 ,无需提更远的,最近的Pokemon Go的巨大成功就显示了客户是多么渴望拥抱增强现实技术。

电子商务公司应该尽快做笔记补补课:最近一个佛罗里达的增强现实初创技术公司,Magic Leap展示了一项技术,通过这个技术电子商务公司可以将增强现实技术整个到电子商务环境内。在这个演示中,用户可以将不同的台灯虚拟模型叠加在真实世界中的一个梳妆台上,通过这个虚拟模型的显示范围比例,可以帮助用户决定这些台灯是否适合真实梳妆台的空间。

第 2 段(可获 1.7 积分)

所以,这里表达的信息就是,增强现实可以很好地颠覆并升级我们所熟知的购物体验,而不仅是一种游戏技术。现在的入门槛成本相对较低,潜在收益确实十分的高。

实景模拟.

二十多年前,沃尔玛没能够洞察英特网的潜力,结果亚马逊吸引了一大部分大型连锁超市的顾客。虚拟现实和增强现实的兴盛也许并不是电子商务转型的黎明,但是电子商务公司仍然不能忽略这个潜在的技术变革和客户需求。

第 3 段(可获 1.39 积分)

客户面对的最大障碍就是决定一个东西的尺寸对他们来说是否合适,增强现实在这方面给予购物者以自信从而激发他们做出购买决定。零售商应该寻找方法将增强现实整合到他们商店中,这可以让顾客查看对应物品在网上的详细信息,包括评论,相关产品价格,同时还能够通过手机查看具体的实体商品。

更重要的是,增强现实尤其可以给客户提供一种“店内购物”的体验,不论客户置身何处。增强现实设备可以叠加3D模型在不同的空间上,使得客户可以和自己家的数字效果图进行交互。宜家和匡威分别允许客户用智能手机,实时的虚拟设计他们家里的某件家具或者他们脚上的鞋

第 4 段(可获 1.71 积分)

随着越来越多的客户选择这种更真实的数码购物体验,更多的电子商务公司会随之而改变他们出售东西的场所和方式。

把“增强“变为现实

仅仅在一些普通场景使用增强现实是不够的,电商需要使它成为市场,销售以及IT中的重要组成部分以确保它能够引起消费者的共鸣。

为了做到这些,电商企业需要的不仅仅是“往AR墙上扔飞镖”,他们必须考虑客户的需求和他们公司的目标,如下是几点建议:

第 5 段(可获 1.23 积分)

Offer a useful experience. It’s easy to treat AR technology as a novelty or toy, but the platform allows you to deliver incredible value to undecided shoppers. While some organizations feel pressured to create their own unique take on AR, they might find it makes sense to invest in smaller companies to do the work for them.

For example, a Sephora app employs ModiFace technology to allow users to take a "selfie" and then apply a variety of cosmetic products to their faces. Instead of spending hours debating the merits of eyeliner options in-store, Sephora customers can narrow their choices from home and streamline the shopping process.

第 6 段(可获 1.35 积分)

Add novelty to retail. Between physical and online marketplaces, intense competition is being waged within most verticals. Incorporating AR is an immediate way for retailers to stand out from the pack.

Eyewear retailer Warby Parker, for instance, differentiated itself from competitors by allowing shoppers to try items on before a purchase. Virtual shopping offers the same novelty, without any of the costs associated with shipping products to clients. The technology hasn’t been perfected, but the possibility of creating an avatar and having it try on digital clothing via something such as Wolfprint 3D is not far off. In fact, a 2015 study by Walker Sands showed that 35 percent of consumers surveyed said they would shop more online if they could interact with products virtually. 

第 7 段(可获 1.58 积分)

Allow users to customize. Retailers such as Nordstrom have distinguished themselves from competitors by offering a fully personalized shopping experience, guided by a knowledgeable curator who knows an individual shopper’s style, sizes and preferences. As a result, Nordstrom became famous for its customer service.

AR has the potential to deliver these personalized services to the masses. Users are hungry for this sort of digital customization, whether it be an app that allows them to test out different color combinations or a friendly AI offering clothing suggestions based on purchase history.

第 8 段(可获 1.14 积分)

Those retailers that reap the biggest benefits of AR and VR will be the ones willing to invest resources early, and fully commit to the technology. Shoppers are anxious for the breakthrough that will finally remove uncertainty from the buying process. And AR has the potential to do just that, but only if retailers work to bring the technology into the real world.

Eden Chen

Eden Chen is the co-founder of Fishermen Labs, a Los Angeles-based development agency focused on custom web and mobile app development. Fishermen Labs has created more apps in the App Store than any other company in Southern Calif...

第 9 段(可获 1.29 积分)

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