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SXSW 2021

Immersive Retail: Connected Shopping in a New Era

With the pandemic accelerating changes in retail, the movement from brick-and-mortar to online is now inevitable. To survive post-pandemic, physical retail outlets will have to become an experiential destination. A big component of this transformation is being powered by real-time 3D graphics and XR: in-store displays are becoming more interactive, virtual and customizable; product catalogs are increasingly using 3D to replace costly physical photo-shoots; and marketers and online retailers are reaching consumers online with 3D/XR representations of products in ads, brand activations and online stores. What major initiatives is the industry pursuing to enable the widespread proliferation of AR/VR and 3D content for e-commerce and retail?

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  1. How is the user journey changing as 3D becomes a predominant media type for discovering, exploring and trying new products.
  2. Post-pandemic, how can we expect the retail landscape to change over the next 3-5 years as XR, 5G, IoT and other emerging technologies converge?
  3. What will brands and manufacturers need to do to prepare for this coming transformation?



Kevin O'Malley, President, TechTalk/Studio

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