Virtual reality (VR) and augmented reality (AR) are poised to change the physical and digital retail landscape in the near future. First of all, judging by the amount of money invested in the various key players in the field and the sales estimates for HMD (Head Mounted Display) units available so far, VR and AR are here to stay. This means that if you want to stay ahead of the curve, it’s essential to closely monitor these new technologies and, when the opportunity arises, adopt them into your work process.
There is a key difference between VR and AR. With VR, or virtual reality, the entire visual spectrum is digital, so the world you’re immersed in is completely digital. AR, or augmented reality, is about overlaying digital content on top of what you see through transparent lenses. This means that the effective short-term uses of the two technologies will be quite different.
AR and VR are all about the visualization of data, particularly rich images. This means you can push marketing, sales and offer data, highlight products, showcase product features and properties, illustrate product functionality and/or assembly when needed. The opportunities for retailers are truly vast. BIM is soon expected to assimilate these technologies, as BIM is about modeling rich information and displaying that information in an immersive medium is a natural fit.
Virtual reality is already being used, in some cases, by leading retail companies, such as Tesco, at the design stage. These companies place groups of users in a virtual reality gaming environment and ask them to make purchases and then analyze user behavior. They then iterate on their design and test it over and over again. This way they can test many design options before implementing them in real life. For this to flow, BIM is the best option. Retail BIM Modeling coupled with VR can speed up the design visualization process and make informed decisions. With BIM, iteration is fast and cohesive, and you can easily generate sets of retail construction drawings that match what customers/prospects experience in VR. Virtual reality can validate not only the consumer experience, but also the structural and engineering aspects of a project. A valid set of Retail Construction Drawings is one that can be implemented on time and within budget on site. When you have the ability to check the immersive virtual reality design for conflicts and review the 3D BIM model from any angle, the construction process is sure to run smoothly.
AR can have a similar impact on the physical design of retail spaces. At the moment, the initial AR experiments are carried out using tablet devices and are focused on the search for products (using virtual beacons). As technology evolves, we can expect retailers to set aside physical space where personalized virtual items will be advertised. The use of virtual objects means that you can rely on the buyer’s history, clothing purchase, interests and personal physique, so that the user can see the items that are most relevant to him/her. The store may have such items in stock, or at least some of the options, with more available upon request. Navigation clues and item-seeking techniques will also be more seamlessly incorporated into an AR experience by replacing a tablet device with full-view goggles.
What would this imply when considering the production of retail construction drawing kits? First, retailers need to recognize the complexity of the design process and determine the extent to which they can handle all or part of it in-house or rely on specialists in the field. Outsourcing retail BIM modeling services means you can tap into a pool of highly-skilled talent to deliver fast, quality results. With retail, it all comes down to experience and if you add new emerging technologies to the mix, it’s hard to source them in-house without significant cost.
Whether it’s real-time interactive visualizations of a retail BIM modeling project using VR or considering the integration of AR into store layouts, producing valid retail construction drawing sets requires professionals.
It is much easier for a company that is already proficient in retail BIM modeling to incorporate VR and AR prerequisites into their workflow and this, in turn, creates a huge opportunity for retailers if they can outsource the skills of that company.