The British Retail Consortium’s (BRC) Property Community is a group of industry experts who gather to discuss the evolving opportunities and challenges faced by the retail sector.
Led by Tom Ironside, Director of Business & Regulation at the British Retail Consortium, the latest call featured a discussion led by Dominic Collins, CEO and co-founder of Darabase, alongside Alessandro Lamon, Global Sales & New Income Streams Manager at Ingka Centres and Elizabeth Alibhai, Partner at RPC. The discussion focused on location based Augmented Reality (AR) advertising and Property Digital Rights.
Embracing Augmented Reality in Advertising
The discussion centred on the integration of augmented reality (AR) into advertising strategies and how Darabase’s innovative platform, darabase.io, enables property owners to control and monetise advertising content displayed on their property portfolio.
Alessandro shared his journey at Ingka Centres, the shopping centre and property arm of the IKEA brand. His interest stemmed from a quest to explore avenues for revenue generation within the centres owned by Ingka. During the discussion, Alessandro outlined four key elements crucial for the success of AR advertising initiatives:
- Creating digital and virtual content in the physical world;
- Incorporating elements of gamification for engagement;
- Fostering social sharing to extend awareness and consideration;
- Offering tangible rewards as incentives.
Alessandro emphasised the potential of AR advertising to deliver messages in a unique and impactful manner, while meeting the primary objectives of customer attraction and retention. By intertwining AR elements with their physical environment, retailers can enhance the retail experience and forge stronger connections with their audience, driving brand loyalty and revenue growth in an ever-competitive marketplace.
Exploring Immersive Experiences
Darabase’s AR Immersive Studio has over 5 years experience in crafting immersive experiences, amplifying the impact of AR content in retail spaces. Dominic shared several examples that underscored the transformative potential of AR advertising.
McDonald’s immersive festive experience displayed decorations on restaurants and drove impressive engagement with the brand. Tommy Hilfiger’s QR code-driven wayfinding at Piccadilly Circus, showcased how AR can drive footfall, foster engagement, and amplify brand messaging.
Incorporating a gamification element can also help retailers. The Up Your Alley, AR bowling experience used empty units at Churchill Square shopping centre in Brighton and became a creative way to increase dwell time and footfall in the location.
As a final example, the success of campaigns like Grosvenor’s Belgravia in Bloom, which reached over 33,000 participants, underscores the broad appeal and impressive engagement delivered by immersive AR advertising.
By using smartphone cameras and interactive elements such as QR codes, Dominic explained how retailers can seamlessly integrate virtual experiences into physical environments, unlocking new avenues for revenue generation and retail enhancement.
Taking the First Steps
Wrapping up the session, Dominic emphasised the importance of starting small and aligning AR initiatives with core business objectives. By identifying key goals such as revenue generation, driving footfall, and enhancing engagement, retailers can embark on a journey of learning and experimentation, laying the groundwork for future success.
The convergence of AR and properties presents an exciting opportunity for innovative retail strategies, with Darabase bridging the gap between the permissions based architecture, monetisation opportunities and creativity. This dynamic ecosystem empowers retailers to move beyond the constraints of traditional advertising and redefine the retail experience.
Unlock the White Paper
For a deeper dive into the future of immersive AR advertising and virtual billboards, download the white paper “Virtual Billboards: The Future of Immersive Advertising?” authored by RPC. Gain valuable insights into the transformative potential of AR in reshaping the advertising landscape and discover actionable strategies to propel your brand into the digital age.
