Is Projection Mapping the Next Big Thing for Retail?
Gone are the days when flashy lights and digital screens were all it took to stand out and capture a consumer’s attention. The average person has more advanced technology in their pockets! In this distraction-filled modern world, retailers are constantly having to think of more creative and innovative ways to cut through all the clutter and capture consumers’ attention. In fact, things like signs and in-store analog displays are practically antiques – lacking the immersive elements and functionality that their digital counterparts offer.
While forward-thinking brands have begun to understand consumers’ growing demands for immersive experiences, technologies like virtual reality and augmented reality haven’t quite caught on yet. Not that they won’t in the future, but, for now, these technologies are still in their early stages, at least in the retail sector. While they are and have been capable of providing immersive retail experiences, in their current stages these technologies simply aren’t scalable and are restricted by technical limitations.
While they can be incorporated into a brand’s marketing efforts, these technologies are typically limited to one-off activations and events and are somewhat of a ways away from becoming industry staples. So, is that it? Have retail technologies peaked? Not exactly. Retailers still have one viable and incredibly technology at their disposal: Projection Mapping
Projection-Mapping in Retail
Projection mapping can be described as the art of wrapping 3D images, animations, and even videos around everyday objects and spaces. A long-time staple in art and entertainment, many retailers have opted to take a closer look at projection mapping to figure out how they can best take advantage of it. So far, retailers’ experience with projection mapping has been overwhelmingly positive.
Currently, projection mapping is being used by retailers to enhance their existing displays, seamlessly blending digital content with real-world objects to create dazzling displays that truly immerse consumers into the overall retail experience without the need for much user input or clunky headsets.
Speaking of clunky headsets, perhaps the main advantage projection mapping offers retailers is the limitless potential to captivate and engage consumers without the need to invest in costly equipment. As projection hardware becomes smaller and cheaper, UK projection mapping companies are able to cater to retailers of all sizes, regardless of the budget or desired experience.
On the other hand, both VR and AR are heavily reliant on devices that either need to be worn or used by audiences. This means that while the experiences offered by all technologies are all somewhat similar and produce similar results, projection mapping definitely comes out on top in terms of affordability and, ultimately, ROI. What’s more, projection mapping’s novel nature means that, for now, projection-mapped experiences are just as shareable as similar VR or AR experiences. While AR and VR in retail are far from dead technologies, projection mapping is rapidly catching up in popularity among retailers and it’s safe to say that it won’t be going anywhere soon. Check out award-winning UK projection mapping company Untitled Project’s work at https://www.untitledproject.tv to learn more about how this incredible technology is helping take the retail game to new heights.