Ask the Board – April 3, 2019 | PENNY CARTER


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

Personally, I do not see VR playing a role in helping shape the retail experience. However, that being said, I do believe that VR will continue to play a role in retail shops. While there are a few stores that are currently trying to use VR, much of the requests come from AR, Augmented Reality, which I believe has a real spot in retail today. To buy shoes or clothes, I do not see VR as being a segment that will assist with what is currently the “what is new” segment.

VR or Virtual Reality is currently being offered in several vertical retail locations. One is IKEA, which is helpful especially when dealing with how to put together or build the items that IKEA sells. Another is McDonald’s, which is hoping to snag the attention of children, but the question is ‘Is this only to snag the attention to show what is possible’ or is it more to “sell” something.

The difference between VR and AR is not completely clear, and yet I think that eventually, we (those in the digital signage market) will see the difference, and what will come of it has yet to be seen.

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Digital Signage Lead
Lockheed Martin

End User Council

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