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The future of retail: Beyond stories told, to stories experienced

JCP_VR2

If you’d visited a mall housing a J.C. Penney store over the holidays, you may have been welcomed by a virtual reality experience that took shoppers on an immersive ride to the North Pole.

Created with marketing and technology agency Narrative, the “Twas The Flight Before Christmas” initiative was in place in four malls (one each in New York, Ohio, Arizona and Virginia), in a bid to grab consumer attention during the busiest shopping period of the year. It consisted of an Oculus Rift-based campaign where individual viewers could interact with reindeers and snowmen, as well as Santa himself, while a large screen was also set up for the rest of the audience drifting through the mall to enjoy.

Head over to Forbes to read my interview with Tricia Clarke-Stone, CEO of Narrative, on the reasoning behind this immersive tech experience and how it was designed to drive footfall into store and traffic to the checkouts.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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