Solo la Realtà Virtuale che genera Empatia farà tanto bene al Business

[PHOTO: FLICKR USER AGUSTÍN RUIZ, ILLUSTRATION: AGSANDREW/ISTOCK]

AICEX: Un post per chi vuole capire l’essenza vera della realtà Virtuale. A partire dal Design. Perchè forse solo uscendo dal nostro Mondo riusciamo a comprenderlo davvero.

From training diverse workforces to understand each other to putting product designers in the shoes of their customers, VR is poised to be far more than just a game.

Researchers at Stanford are running “virtual shoes” experiments in which people “viscerally embody avatars” that encounter various forms of prejudice, based on age, race, economic status, and disabilities. Then, subjects are tested for changes in empathy levels toward these groups. After positive initial results, the team is now partnering with neuroscientists to demonstrate how these experiences–which they quite clinically call “self-other merging”–can physically change the brain to reduce bias.

Social innovators are tapping into VR to deepen citizens’ identification with disadvantaged people and places. After screening its documentary on a 12-year-old refugee in Jordan, Clouds over Sidra, in 360-degree video, UNICEF more than doubled its annual fundraising haul. Pencils of Promise, which builds schools for children without access to them, used the same technology to show what learning feels like before and after access to a decent learning environment. More recently, an immersive experience called Notes on Blindness stole the show at the Tribeca Film Festival, by putting the “audience” in the mind’s eye of someone who is blind. 3D sound was the star here, showing that VR’s power transcends fancy visuals.

But empathy-driven VR isn’t just for advocates and academics, it has value for business, too.

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Forbes: Perchè e come Warby Parker sta aprendo negozi fisici

AICEX: Continuare a pensare al fisico e al digitale come a due competitor ha davvero poco senso. Per le signore le sneakers e le scarpe col tacco più che in competizione sono spesso complementari e sinergiche. Certo vanno sapute utilizzare nelle occasioni giuste e con le persone giuste, chiamasi time to market, personalizzazione, personal branding, posizionamento, etc…

The retail landscape is changing…again.

It’s well known that many “clicks and bricks” retailers are shifting focus away from the “bricks” and more toward the “clicks.” Some, like Kenneth Cole and Bebe, are eliminating physical stores entirely. Credit Suisse predicts that nearly 8,600 stores will close this year. As this shift toward e-commerce evolves, brands and retailers have been overlooking an important opportunity. When considering an omni-channel strategy, many have focused on e-commerce at the expense of the in-store experience, rather than optimizing each channel independently.

I believe that the physical store will always have a place in the omni-channel ecosystem and that retailers can optimize this revenue channel while still focusing on e-commerce. Yet the look, size and function of the store will have to change. Retailers and brands will have to “rightsize” their physical store footprint and adopt in-store mobile technology to become more effective to serve and satisfy customer needs to drive loyalty and repeat purchase.

Physical Stores Are Here To Stay

Continue reading “Forbes: Perchè e come Warby Parker sta aprendo negozi fisici”