Filipič, Miha2022-01-042025-11-282025-11-282021https://repository.berlin-international.de/handle/123456789/652Retail spaces have always been a place of interaction where consumers could get close to the products and their brand; however, that has changed in recent years with the introduction of digital channels. Digitalization has deeply affected business and society; in particular, it significantly changed and continues to reshape retail. Global retail value is 14,9 trillion dollars, with the internet expected to be the world's largest channel with 15,4 % of sales forecast in 2021. In accordance with technological advances, retailers are constantly shifting towards online buying and mixing up digital and physical experiences (compare Alexander, Cano 2020). Jocevski claims that an omnichannel (referring to the physical store, mobile, social, online store and all other online and offline channels that connect into one seamless shopping experience) strategy is a base on which to establish a competitive advantage in the current retailing environment (Jocevski 2020). A seamless shopping experience consists of seams that one can define as obstacles or shortcomings that customers can come across while shopping. Seams are best expressed through a real-life example. As a Mosaic member of JetBlue airlines, one receives priority security and boarding, more sitting space, complimentary beverages, free ticket adjustments, and a dedicated customer care line. However, when one attempts to contact that customer support line through the JetBlue app - which is only available to Mosaic members - one is prompted for their 10-digit customer number. Despite the fact that one has signed in, and their phone number is associated with their account, one must go back and forth between the account information and the phone call in order to put in the number and speak with a person ("How To Unlock Seamless Customer Experience (Live) · Forrester" 2018). A seamless shopping experience is one in which customer data is used to customize customer interactions and offer a continuous, linked journey as customers move from one device to another and from online to offline and back. It keeps the consumer engaged and eliminates friction from their journey by putting them at the centre of every interaction ("Seamless Customer Shopping Experience" 2016). With so much consumer data collected in the retail sector, data security has become a major issue. Increasing data breaches and theft has prompted regulatory agencies to tighten data security standards. In order to enhance data privacy and protection, the EU has implemented the General Data Protection Regulation (GDPR). It has caused a stir in the retail sector to introduce this rule. Customer's data is vital to retailers. In every interaction, they depend on every bit of consumer data ("Importance of GDPR in the Retail Sector" 2020). Examining a real-life situation is the first step in grasping this elusive yet essential idea of a seamless shopping experience. Assume a lady is browsing for shoes on her mobile device while standing in line for coffee in the morning. Later that day, she takes out her tablet at lunch to continue looking, and despite the platform swap, the retailer she is buying with remembers where she left off. Finally, when she returns to her work, the shopper makes an online purchase through her Computer and picks up the item in-store that same evening ("Seamless Customer Shopping Experience" 2016). As a result, the role of the physical store in omnichannel retail is being redefined as part of a larger and more immersive experience that adds value to the existing store (concerning storytelling, engaging senses, customer interaction, personalisation and layering of technology) (Alexander and Blazquez Cano 2020). As Pantano and Laria state in their paper backed up by previous research Implying there is growing interest among consumers in entertaining and immersive retail environments (Pantano and Laria 2012). The question arises to the following "How do we respond to the Implied increasing demand for immersive experiences and the call for redefining physical retail spaces by adding value to them?". The relatively new Digital media that augments reality could be a possible answer adding an immersive layer on top, creating a seamless shopping experience that enhances the retail store of today. The purpose of this research is to identify potential solutions and effects Projection mapping, screens, augmented reality, and other digital media can have in enhancing and therefore redefining fashion brand retail spaces by creating immersive experiences in areas of safety, Information, orientation, enhancement and distraction... This study aims to contribute to the body of knowledge on augmented reality in retail by providing an in-depth conceptual and practical analysis for the use of this media in fashion brand retail spaces1 2 Introduction............................................................................................................... 1 1.1 Research methods..........................................................................................................3 Retail ......................................................................................................................... 4 3 Digital media ........................................................................................................... 14 4 5 6 Case studies ............................................................................................................. 24 4.1 Canada Goose The Journey........................................................................................... 24 4.2 Puma Skill Cube............................................................................................................ 27 4.3 Nike ACG Digital Scavenger Hunt .................................................................................. 30 BA Thesis Design project .......................................................................................... 32 5.1 Introduction ................................................................................................................. 32 5.2 Site............................................................................................................................... 32 5.3 Concept........................................................................................................................ 33 5.3.1 User experience and implementation of digital media ................................................................ 34 Conclusion ............................................................................................................... 44 2.1 2.2 2.3 2.4 2.4.1 2.4.2 2.4.3 Retail format of today .................................................................................................... 4 Omnichannel retail......................................................................................................... 6 Immersive experience in retail ....................................................................................... 7 Retail design .................................................................................................................. 8 Design brief .................................................................................................................................... 8 The customer's journey and store planning ................................................................................... 8 Atmosphere and in-store experience........................................................................................... 13 3.1 3.1.1 3.2 3.2.1 3.3 3.3.1 3.4 3.5 3.6 Augmented reality ....................................................................................................... 14 AR app example IKEA ................................................................................................................... 15 Projection mapping ...................................................................................................... 16 Projection mapping example NIKEiD............................................................................................ 16 Magic mirror ................................................................................................................ 17 Magic mirror example StyleMe by John Lewis ............................................................................. 17 Interactive wall ............................................................................................................ 18 Pepper's Ghost "Hologram" ......................................................................................... 21 Communication technology.......................................................................................... 23engFashion spacesShops, marketplacesThesis