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So Where To Use It?

I would suggest studying your consumers, and where they interact within your store to plot possible locations for a Kinect device. One of the most valuable aspects to a properly situated Kinect is that it creates dwell time in targeted regions of the store. It is important to consider products that you sell in-store that would benefit from a motion based interaction like Kinect. Looking for screws in a hardware store or finding a pair of shoes may not be the best product to target with this experience, but it will enhance the buying experience and will bring the consumer through another retail channel, building brand awareness and affinity.

Where Kinect excels is in enhancing an experience of a product, like a virtual mirror allowing users to do things they couldn’t ordinarily do; such as an area for trying on different outfits or augmenting a sports experience for a team apparel store, changing the environment they see themselves in.

I recently worked on a compelling example of one of the best uses for Kinect that allows a consumer to browse and navigate a virtual vehicle that hadn’t yet gone into production. Critical Mass, a digital marketing agency, was in need of a virtual experience to showcase the 2013 Nissan Pathfinder at the Chicago Auto Show. We worked with Critical Mass to produce an innovative Kinect for Windows application to revolutionize the way consumers shop and explore automobiles. The debut was center stage at the Chicago Auto Show, the largest in North America. The 2013 Pathfinder virtual showroom included a massive interactive display which was visible to over hundreds of thousands attendees during the event.  Participants virtually navigated the exterior and interior of the 2013 Nissan Pathfinder by interacting with the Kinect for Windows sensor unit, using hand and body motions to direct the experience. The debut was center stage at the Chicago Auto Show, the largest in North America. The 2013 Pathfinder virtual showroom included a massive interactive display which was visible to over hundreds of thousands attendees during the event.  Participants virtually navigated the exterior and interior of the 2013 Nissan Pathfinder by interacting with the Kinect for Windows sensor unit, using hand and body motions to direct the experience.

In summary, Kinect is a new and exciting development in technology, which offers yet another way to interact and leave an impression with consumers. Kinect’s value is in extending a brand’s channels with an entertainment factor, as it can engage with a consumer and offer a differentiated way to display beyond a physical product. Most people we have watched using this interaction have enjoyed the difference it brings and will often encourage others to become involved. I hope that this article gives a little insight to some of the benefits of Kinect for retail as well as the endless possibilities. As the technology gets more accurate and better the experiences are going to improve and become more engaging to use. I am looking forward to see how far my clients want to go with it.

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