30 Sep 2022 | Mike Boland
AWE Talks: Can AR Make Shopping Malls Great Again?
AWE USA 2022

Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. With an extensive library from AWE USA 2022, there's still plenty to dive into.

This week, we focus AR's next potential conquest: the shopping mall. Once a social center and shopping mecca, the mall has been relegated 80's movies and "when I was your age," storytelling. 

Can AR save the day?

See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.

Jeremy Bergstein - VP of Global Experience at Resonai

– Shopping malls were a staple of 80s and 90s culture, but have declined for several reasons.
– For one, they've been displaced by eCommerce (shopping) and coffee shops (hangouts). 
– Malls have also been ground zero for the "retailpocolypse" degradation of physical shopping.
– The Covid era didn't help... accelerating all of the above and existing retail declines. 
– But can malls return to glory using by using fire to fight fire (read: digital technologies)?
– Resonai thinks so, and its weapon of choice is AR, bringing malls to life with digital content.
– For example, AR can populate mall space, including discoverable product promotions.
– These can be strategically geo-anchored for mall retailers to drive traffic to their doors.
– This transcends existing infrastructure (e.g. directory screens) and utilizes shoppers' phones.  
– Bergstein argues that this is a more attainable stepping stone to the vision of AR everywhere.
– In this case, AR can be confined to controlled and built environments in a given shopping mall. 
– It does this by working with shopping centers to scan their interiors as a basis for AR localization.
– The ROI proposition for the shopping center is to offer its patrons and tenants value.
– For shoppers, it helps them discover products and navigate to their favorite stores. 
– For retailers, it helps them to boost foot traffic, and realize stronger ROI on their lease.
– And malls themselves can increase their monetization through limitless ad inventory.
– An additional constituent is facilities managers, given AR overlays for building vitals (think: HVAC).
– Beyond shopping malls, next up for Resonai will be spaces like airports, casinos, and hotels.

For more color from Bergstein, check out the full session below...

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  

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