Marketing 0

Level 3: Total Immersion
The ultimate level of personalization is when marketers can provide
total immersion in the physical space with the help of sensors and
other technologies, such as augmented reality or robotics. The idea is
to surround customers with digital experience while they are in
brick-and-mortar stores.
Big box retailers, for instance, use geolocation data and augmented
reality to provide immersive in-store navigation. Take an example
from Lowe's mobile app. Shoppers can create a shopping list inside
the mobile app and add the items that they want to purchase on the
list. Once they are done, shoppers can activate the augmented reality
feature, and a yellow-colored path will appear onscreen on the
ground in front of them. The route takes customers to the items on
the list in the shortest distance possible.
Fashion brands, such as Ralph Lauren, are using the smart fitting
room to provide immersive digital experience in the physical world.
Customers can bring fashion items that they like to the fitting room
and interact with a digital mirror. With RFID technology, all of the
pieces brought to the fitting room are instantly shown onscreen.
Customers can choose different sizes and colors, and store

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attendants will bring the items to the fitting room and even
recommend particular styles.
The objective of immersive, contextual marketing is to blur the
borders between the physical and digital worlds so that customers
feel a seamless omnichannel experience. That way we can combine
the personalization power of digital technology and the experiential
nature of brick-and-mortar establishments.