Ask the Board – April 3, 2019 | LAWRENCE CHANG


“What role do you see VR playing in helping shape the retail experience? And can you name anyone who is doing it right?”

Virtual reality isn’t something I’ve seen here locally, but have heard about in the showcase locations for several retail organizations. I have heard of several car companies including Volvo, Jaguar/Land Rover, and Lexus using VR technology to allow people to test-drive their new cars. Augmented reality is also being used by several clothing retailers via ‘magic mirrors’ or AR apps that allow people to ‘try on’ clothing to see how it might look on them. Unfortunately, I can’t give any answers to anyone who is doing it right, but it’s definitely an interesting and growing method to market a product. When thinking of the future, I do see the ability for people to shop from home via VR, and actually be able to picture the product outside of a box, staged in their own home, before purchasing the item through virtual reality. I think there are tremendous areas of growth as long as it isn’t used as just a gimmick, but actually taken seriously, with the interface done right.

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Director, IT
Calgary TELUS Convention Centre

End User Council

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