Retail experiencing ‘unprecedented change’, says head of London Dynamics

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With the advent of social media tech firms, such as Snapchat and Instagram, shoppers have become familiar with AR technology and how it can enhance their experience online

Quick read

➨ Launched earlier this year, London Dynamics has offices in the UK, the Netherlands and Sweden
➨ Its plug-and-play AR platform can be embedded directly into any website
➨ To read more about London Dynamics and how immersive tech is changing retail, sign up to receive the third issue of VRWorldTech Magazine for free when it’s published on 24 April

The story

Retail has long been going through unprecedented change as a result of emerging technologies, according to former IKEA head of digital transformation Michael Valdsgaard, who recently launched London Dynamics, a new company bringing a plug-and-play AR platform to online retail.

Michael Valdsgaardm, London Dynamics
Michael Valdsgaard, London Dynamics

Launched earlier this year, London Dynamics, with offices in the UK, the Netherlands and Sweden, has developed its platform to be embedded directly into any website, giving online retailers the ability to show high-quality 3D versions of products that users can ‘place’ or ‘try on’.

In an interview for the next issue of VRWorldTech Magazine, Valdsgaard noted that retail was going through “unprecedented change” before the current crisis struck, as new technologies take hold and shoppers develop expectations for what an online experience should deliver.

He said: “Retail is going through unprecedented change as emerging technologies continue to relentlessly disrupt the sector, changing the way customers shop and not making it easy for retailers that rely on the old ‘brick and mortar’ model to keep up.”

“AR helps brands to bridge that gap and create an immersive, non-intrusive and comforting purchase journey from customers where the buyers feels more in control.”

Michael Valdsgaard, London Dynamics

This technological change is also affecting consumers, Valdsgaard said, by developing in them a fluency that is altering their expectations of an online experience.

He says: “With the advent of social media tech firms, such as Snapchat and Instagram, shoppers have become familiar with AR technology and how it can enhance their experience online. Similarly, shopping in the last few years has become a multifaceted experience where shoppers also expect a shareable and entertaining experience (coffee, cinema, etc) when on the high street.”

Valdsgaard continued: “The challenge for retailers is to recreate those multifaceted experiences online in a way shoppers can access and engage with creatively and get inspiration from. AR helps brands to bridge that gap and create an immersive, non-intrusive and comforting purchase journey from customers where the buyers feel more in control. There is no other technology that will drive such a big change in ecommerce in the coming years—you will see AR growing in usage, sector by sector.”

To read more about London Dynamics and how immersive tech is changing retail, sign up to receive the third issue of VRWorldTech Magazine for free when it’s published on 24 April

Image: The London Dynamics platform gives online retailers the ability to show high-quality 3D versions of products that users can ‘place’ or ‘try on’
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