Category
Business
Autumn Teasers
Trend cluster
Category
Physical
Virtual
Providing both an augmented reality and tangible experience in one.
4.2
Trend score
Trend
What is the Physical Virtual trend?
Physical Virtual: According to Forrester Research, Inc., online shopping in the United States will increase to $327 billion by the year 2016. This is no small number, but while online shopping is convenient, one thing shoppers don't get is a semblance of physicality -- a tangible store experience -- which may make online shopping a less pleasurable experience. However, bridging the gap between the physical retail store and the completely virtual shop are "stores" that provide a physical environment but virtual, or augmented reality, goods. This combination of virtual and physical works to satiate the appetite for virtuality while at the same time providing the comforting aspects of a physical environment.
Trend themes
Themes within the Physical Virtual trend
Three behaviours holding the trend together01
Virtual and Physical Integration
Physical stores offer a tangible experience, while virtual stores offer convenience. Combining both aspects of the shopping experience to create a virtual/physical store will create a more enjoyable experience for shoppers.
02
Scannable Technology
QR codes and mobile scanning provides customers an easy and efficient way to interact with products and companies. Utilizing scannable technology expands accessibility for busy customers.
03
Interactive and Augmented Reality Experiences
Interactive and augmented reality experiences offer customer engagement and memorable experiences. Utilizing technology to create interactive storefronts and products can drive traffic and customer loyalty.
Industry implications
What the Physical Virtual trend means for industry
Where the trend changes the playbookFor
Retail
The merging of virtual and physical stores and utilizing scannable technology expands opportunities for convenient and unique shopping experiences.
For
Consumer Goods
Using mobile trucks and innovative campaigns with QR codes creates accessibility and interactive customer experiences for consumer goods brands.
For
Marketing & Advertising
Interactive and augmented reality experiences are a way for brands to create a memorable and engaging connection with customers, driving brand loyalty and excitement.
Trend signals
Trend signals for Physical Virtual
Trend score 4.2 out of 10, from popularity 76%, activity 41%, freshness 8%.
Popularity76%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Physical Virtual trend
6 featured examples from Nov 22, 2011 to Jun 25, 2012CategoryMarketing
Pop-Up Shopping Pods
The Nike+ Fuelstations
Disruptive innovation opportunity: Transform traditional retail stores into interactive and futuristic spaces to attract customers and enhance their shopping journey.
CategoryTech
Scannable Window Shopping
John Lewis Virtual Shop Lets People Conveniently Click and Collect
Opportunity for retailers to implement QR code shopping and click and collect services.
CategoryLifestyle
Virtual Subway Supermarkets
Homeplus Uses Clever Marketing Campaign to Become Number One
The retail industry can leverage virtual subway supermarkets to drive sales and attract customers in urban areas.
CategoryTech
Scannable Product Deliveries
Walmart and P&G's PGMobile Trucks Offer Convenience & Accessibility
The integration of mobile trucks for product delivery provides a disruptive innovation opportunity for the retail industry.
CategoryTech
Real-Life App Stores
The Openspace Store is a Physical Retail Shop That Sells Apps
The technology industry can leverage the trend of offline to online, creating physical retail stores to enhance app discovery and customer engagement.
CategoryTech
Digital Holiday Donations
The eBay Give a Toy Store Lets You Donate Toys by Scanning
Disruptive innovation opportunity for retailers to incorporate interactive storefronts and mobile donation technology into their stores.
