ASK THE BOARD: How is VR Shaping Experiences

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What role do you see VR playing in helping shape the retail experience? And can you name anyone who is doing it right?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Doug Anderson

“I think that using virtual reality (VR) to enhance the retail experience would be best accomplished using immersive technology as opposed to headsets.”
DOUG ANDERSON
Senior Director – Information Technology
LA Metro Transit
 

Read the Answer by Algernon Callier

“I think one clear opportunity is the virtualization of the product experience, particularly if the product is an experience unto itself.”
ALGERNON CALLIER
VP | Strategic Innovation & Emerging Technology
Universal Parks & Resorts
 

Read the Answer by Penny Carter

“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.”
PENNY CARTER
Digital Signage Lead – Lockheed Martin
 

Read the Answer by Lawrence Chang

“Virtual reality isn’t something I’ve seen here locally, but have heard about in the showcase locations for several retail organizations.”
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
 

Read the Answer by Frank Coccaro

“VR is emerging for shoppers to see what a product will look like while they’re wearing it. Smart mirrors, virtual makeup apps, and trying on virtual watches are all possible with the technology.”
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
 

Read the Answer by Angel Cordero

“Today, buyers have the option to view complicated and stacked floor plans with no idea how seat location or level helps or hurts your view.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
 

Read the Answer by Dominic DeSieno

“I think VR is still in its early stages of development. Until it becomes more widespread and more developers are creating uses for it other than games, I think it’ll still be a novelty.”
DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
 

Read the Answer by Len Dudis

“VR is certainly becoming more and more popular for gaming and other social entertainment, but is still just trying to catch hold in the retail space.”
LEN DUDIS
CIO – Grupo Vidanta
 

Read the Answer by Michael Dwyer

“I am excited about the ongoing development of VR and AR in retail. There are a number of applications for this type of experience.”
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway
 

Read the Answer by Paul Fleuranges

“I think VR has a role to play in facilitating increased sales within the retail ecosystem.”
PAUL FLEURANGES
Director of Corporate Initiatives – New York Metropolitan Transportation Authority
 

Read the Answer by Cheryl Flohr

“When airlines wish to choose the interior materials of the new aircraft that they are ordering, they have traditionally had to fly to a specific site where those options were on display.”
CHERYL FLOHR
Director of Communications – Parker Aerospace
 

Read the Answer by Chris Fuller

“I believe the VR industry is still in the early phases of what its role will be in expanding the consumer’s shopping experience.”
CHRIS FULLER
Director of Merchandising
Long John Silver’s
 

Read the Answer by Joshua Goodwin

“Virtual reality for use in retail, while still in its infancy, has the potential be a powerful tool to push your brand forward and increase sales.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.
 

Read the Answer by Gary Harris

“Fascinating question. In Higher Education, we are not doing retail, but VR and “AR” (augmented reality) will play a role especially in the area of wayfinding…”
GARY HARRIS
Digital Video Engineer – Notre Dame
 

Read the Answer by Jerry Harris

“Virtual Reality’s role in the retail experience can be a difference maker when executed correctly.”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
 

Read the Answer by Chris King

“I have a couple of VR headsets personally, and pretty much the only use I’ve had for them has been entertainment. I’ve yet to see any practical use in retail, even in our business.”
CHRIS KING
Kroger Television Operations Manager – The Kroger Co.
 

Read the Answer by Joseph McQueen

“I’m not so sure VR plays a huge role in shaping retail experiences. Augmented Reality has many more practical purposes.”
JOSEPH McQUEEN
Senior Manager of Network Services
American Eagle Outfitters
 

Read the Answer by Angie Nalepka

“Using VR to simulate experiences in retail has endless possibilities for both the retailer and the shopper. Let me focus on the two biggest opportunities…”
ANGIE NALEPKA
Senior Manager, Digital Experience & Creative
Rogers Communications
 

Read the Answer by Michael Oram

“One logical role that I can see VR playing in helping to shape the retail experience is fashion and apparel.”
MICHAEL ORAM
Concessions Manager – McCarran International Airport
 

Read the Answer by Randy Poindexter

“Virtual Reality hasn’t really entered our restaurant business in a big way … yet!”
RANDY POINDEXTER
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
 

Read the Answer by Jim Riley

“VR will continue to shape the overall retail experience by making the journey for the customer more entertaining, interactive and presenting a WOW factor.”
JIM RILEY
Director of Marketing – Columbus Blue Jackets
 

Read the Answer by David Saleme

“VR can help shape the retail experience by creating a feeling of immersion and realism while delivering the brand message beyond any other form of media.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
 

Read the Answer by Ralph Schorbach

“Technology has been creeping into everyday life. But has it kept up in digital signage? In a lot of aspects, I think not.”
RALPH SCHORBACH
IT Manager – Fairplex
 

Read the Answer by Klaus Smit

“Augmented reality, a form of virtual reality, is currently playing a role in retail environments such as home improvement and apparel retailers.”
KLAUS SMIT
Associate Manager, Innovation Team
PepsiCo
 

Read the Answer by Steve Chewie Stavar

“I think the logistics of VR, as in a headset someone puts on, would be really difficult to use in the retail space.”
STEVE “CHEWIE” STAVAR
Digital Signage Specialist – West Virginia University
 

Read the Answer by Traci Quillen Stewart

“I expect to see Virtual Reality’s role in the retail experience grow dramatically in the next few years.”
TRACI QUILLEN STEWART
Digital Signage Solutions
Eastman Chemical
 

Read the Answer by Marcos Terenzio

“Retail is experiencing major transformations and exploring new ways to connect with customers through immersive experiences.”
MARCOS TERENZIO
Digital Creative Experience – Shikatani Lacroix Design
 

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