Barbara Bentley, Brand Strategy Director of Revolution Shoppers Marketing Ltd. Photo/George Novak
Barbara Bentley, Brand Strategy Director of Revolution Shoppers Marketing Ltd. Photo/George Novak
In an upmarket room overlooking Tauranga's harbour, a retail revolution is under way.
New Tauranga agency Revolution Shopper Marketing is providing a glimpse of what going shopping might look like in the not-too-distant future.
Invited guests are paired off for an informal speed networking session - and while most peopleare happily chatting across a table, one person is experiencing another world entirely.
Wearing a virtual reality headset (about the same size as a ski mask) they are flying over New York or watching elephants and lions on safari in Africa.
The captivating technology will soon be used to mimic retail environments and be available to consumers as early as next year. An estimated 1.7 billion people are expected to buy smartphones bundled together with a virtual reality headset by 2020, creating a new $150 billion industry.
Revolution Shopper Marketing co-directors Barbara and Jason Bentley officially launched their new venture at the speed networking event at Macau in September and showed off what's in store for retailers and consumers.
"Virtual reality will soon be part of our everyday lives," Barbara says. "Shoppers are 71 per cent more likely to purchase through a VR experience than traditional media. Our agency is focused on integrating innovation and technology into our marketing strategies to enhance shoppers' experiences."
Revolution plans to hold speed networking events in Tauranga every 12 weeks to help bring local businesses together, share global insights and introduce the new technology. Participants have 4 minutes to speak one-on-one to help form collaborative relationships with other local professionals. Jason Stockdale, Regional Business Advisor for NZTE and the Tauranga Chamber of Commerce, attended Revolution's first event and was impressed.
"The Revolution team made everyone feel comfortable and inclusive. Their virtual reality technology was the highlight for me and is a game-changer. Watch this space!"
Barbara says Revolution is now working with clients who want to be at the forefront of this technology. FMCG, retailers, brands, transport, tourism, real estate, franchise and architecture firms are among the first to start preparing 3D virtual reality content.
It's about creating an emotional connection with your shopper. It'll be the way of the future, bringing a whole new dimension to experiencing a brand.
Shoppers will be able to fully immerse themselves, browsing flagship retail stores or supermarket aisles - picking items up, accessing detailed product information and key selling points through displays and pop ups.
"You'll feel as though you're physically in the store but with the convenience of being at home.
"There are countless opportunities. People who are interested in seeing the latest fashion trends will be able to put a headset on and sit in the front row of a New York fashion show like a celebrity."
Speed networking, Macau, The Strand. Photo/George Novak
Revolution is the first specialised shopper and digital marketing agency in the Bay of Plenty. Using a range of digital technology it can measure marketing campaign activity and profile shoppers to help increase shopper loyalty. Branding, advertising, store fit-outs, packaging, merchandising, web design and print production services are also available in Tauranga.
Barbara says a second speed networking event will be held before Christmas. "We got an amazing response from attendees who thought it was a fresh and exciting way to meet and talk business.
"Our goal is to keep introducing new people into the mix to provide a different perspective, share challenges and ultimately drive the local Bay of Plenty economy by creating long-term sustainable partnerships."
