Businesses are striving to captivate and engage customers in new and innovative ways. Yet, with the constant bombardment of information and messages in both the digital and physical worlds, grabbing consumer attention is increasingly difficult. Immersive phygital experiences, a blend of physical and digital, are emerging as a powerful tool to address this challenge. With the immersive tech market estimated to reach up to $170 billion in the next decade, they allow businesses to forge lasting emotional connections with audiences, creating deeper and more impactful engagements.
The HYPERVSN Phygital Lab has unveiled five key insights, poised to shape the future of immersive experiences. The trends outlined by HYPERVSN, a global leader in 3D holographic technology, include:
Realism will move to a new level
Continuous improvements to holographic visuals are leading to increased display resolutions, higher detail parameters and more vivid colours. Holograms of the future could be photorealistic, making them indistinguishable from real world products or people. The retail sector can use this technology for point of sale or visual merchandising, or even product launches and trade events.
It’s all about interactivity
Sensory and gesture motion controls are now being added to holographic setups, enabling users to interact with 3D visuals in completely new ways. This level of reactivity and immersion will prove ideal for the healthcare and the engineering sectors.
Accessing the AI opportunity
The AI buzz is now entering the 3D holographic sector, enabling brands to bring their customer engagement to new heights. Immersive retail could feature holographic avatars triggered by smartphone apps, promoting relevant products and services to boost sales and brand engagement.
Enhanced immersion in new sectors
As holographic technology grows in sophistication, detailed simulations for neurosurgery and cardiovascular imaging could become a reality. In the gaming industry, there are opportunities to provide immersive experiences, including cooperative multiplayer environments in fantastical worlds.
Technological development with collaboration
Industry standards in immersive technologies will become crucial as 3D holographic technology develops. Standardisation fosters partnerships and innovation, enabling individuals to create intelligent apps
“It’s an exciting time for the 3D holographic industry and HYPERVSN is at the forefront of innovation in immersive experiences. We’re not just going to see holographic deployments become more realistic, but integration with other emerging solutions will also help take them to the next level. It’s now up to companies to work together to define the standards that will push these immersive experiences forward and resonate with audiences,” says Tony Madden, Head of Phygital Lab, HYPERVSN.
More of the insights can be found in HYPERVSN’s new playbook, available to download now. The playbook also highlights the organisation’s practical applications of immersive engagement across a variety of sectors, including its work with Nike to increase footfall in stores with vivid holographic displays, alongside a 3D wall to help the Hyundai Motor Group stand out at the Seoul Motor Show. To explore these trends further, HYPERVSN will be hosting a webinar later this month which explores The Future of Retail, and how 3D holography is revolutionising customer engagement. More details can be found here.
