Malaysian Startup Creating VR Retail Projects For Brands

With everyone stuck at home during the pandemic, retail brands are finding it increasingly difficult to reach their consumers, despite their online presence through social media.

Brands need to find more ways to stand out, and some have turned to technologies such as augmented reality (AR), virtual reality (VR), mixed reality (MR) and gamification.

For Jason Ang, founder of social engagement agency Fotobox, there’s no better time than now to encourage the use of immersive technology in retail.

So Fotobox has opened a new division called Conten.T to create what they call virtual retail projects for brands.

“In virtual retail, we design journeys to educate consumers about the history of the brand and provide exclusive and limited promo codes and discounts as part of the experience you can shop or register. to receive coupons as well, ”Jason told Vulcan Post.

Experiences, not announcements

Having the experience of creating enhanced offline events for the brands behind him, Jason realized that younger, more tech-savvy consumers didn’t want to be advertised. Rather, they wanted to be part of the brand experiences.

This is where Conten.T comes in, and some of the brands he’s already working with include Mamonde, adidas Malaysia, Coach and Gucci.

For Mamonde, Conten.T allowed consumers to enter a hyperrealistic virtual environment via a scanned QR code. In the room, users could explore featured pieces and learn more about the brand’s products.

Along the way, they would find surprises to redeem prizes and free samples. As they also partnered with an ecommerce site for this, users also had the option to add products to purchase.

More recently, Conten.T’s project with adidas Malaysia enabled the latter to engage in virtual sales for the launch of its largest flagship brand center in Malaysia. The experience took users on an AR journey with adidas athletes, leading them to the store at the Pavilion Kuala Lumpur.

Their adidas Malaysia campaign / Image credit: Conten.T

To make these experiences more accessible, Conten.T chose to use QR codes on apps that needed to be downloaded, as most users would already have mobile phones with browsers.

A slice of a billion dollar market

It takes an average of 1 to 2 months for the team to develop a project, while a longer term project can take up to 6 to 12 months. Whenever they create a project, they should consider 2 things.

“First, the capabilities of consumers’ mobile devices in general, if they are good enough to ensure a smooth experience, second, how to plan a fast and light experience, because consumers have very little patience these days. So we have to make sure we don’t lose them before we even start, ”Jason said.

On the client side, the team works backwards by identifying a brand’s key objectives to develop an end-to-end campaign flow that includes all content creation and technical developments as well as media buying and marketing. sponsored ads to reach consumers.

So far, the team has completed nearly 40 campaigns both regionally and in the APAC region since the launch of Conten.T in June 2020.

Fotobox has been working with mid to high end brands for 9 good years now, which has allowed them to quickly offer their new business to these brands.

While not exactly targeting established brands, Jason said, “Mostly mainstream brands, sure, after all, we create experiences for consumers. But all brands that want to reach their audience with immersive technology, we can help. “

Statista predicts that consumer spending for autonomous and integrated augmented reality mobile applications globally will reach US $ 15.497 billion by 2022.

This means that Conten.T is currently well enough positioned to get a piece of this pie with its projects that help brands increase sales conversions and product knowledge.

From Malaysia to the rest of the APAC region

Conten.T’s work is not limited to offline experiences. “We can help brands increase footfall to retail stores by also creating in-store rewards exchanges, enticing consumers to come back and shop, which in turn creates a hybrid experience,” added Jason.

There are of course other Malaysian companies in this space, who are also tailoring AR and VR experiences for brands, but they seem to be offering them as one of many services, while Conten.T specializes in this area.

Since its establishment, Fotobox has expanded its services to Singapore, South Korea, Hong Kong and other countries, and now these customers can also use the services of Conten.T.

Some brands that have worked with Fotobox include the aforementioned ones from Conten.T, with others like Chanel, Fendi and Estee Lauder in their portfolio.

“For now, our goal is to go further towards SEA and APAC. I firmly believe that we can be a profitable and highly qualified technology partner for brands. We are excited about what will be installed in the near future, especially with 5G on the horizon, ”Jason told Vulcan Post.

Currently, they are working on a supermarket chain project to allow its consumers to shop as if they were in the store themselves.

  • You can read more about Fotobox here and Conten.T here.
  • You can read more about what we wrote about virtual reality here.

Featured Image Credit: Jason Ang, Founder and CEO of Fotobox and Conten.T

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Jothi Venkat

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