There are a few people that would argue that this year has been unreal - as if we've all existed in some kind of parallel universe.
But for one cutting edge business creating a parallel universe is just one the strings to their bow – and it could help retail in facing its current challenges… Long before Covid-19 was something that we’d all heard about, there was a widespread realisation that shopping as we know it had to change. The fact that it was so easy to simply order from the comfort of your living room was a huge factor in the demise of the high street, with retail realising that it had to offer something more to thrive and stay alive. One of the ways to encourage bricks and mortar shopping rather than lose customers to the internet was to create an experience that could only be had in person, from an interactive window display to a meet and greet with a favourite character or celebrity. And now one North East company is driving experiential retail one step further, using its technology to bring a very special magic to the high street. The Locale has already become a familiar name in the region, thanks to its groundbreaking app which allows hospitality venues – when not under lockdown – to run virtual queues and share offers and deals with their customers. The app has already been embraced across major cities including Sunderland and Durham, but now the company has taken its skills one step further – by creating augmented reality experiences aimed at the high street. And at the same time The Locale has also got one eye on the future – currently looking at ways to adapt its existing app so offer retail outlets a virtual queueing system. The company recently won a contract to create a festive experience in Wimbledon, where shoppers and visitors can use their app to follow a trail which will lead to them AR flaming Christmas puddings and Santa’s sleigh before ending up at a “portal” that will take them into a Winter Wonderland. This technology however is not just for Christmas and The Locale’s MD, Grant Thompson, believes that this is undoubtedly the way forward. “In a world where we have to remain socially distanced, people have to be really creative to find ways that they can encourage footfall and AR is definitely they way to do this,” he said. “Being able to create a virtual trail where people can uncover hidden surprises along the way – very much in the way that Pokemon Go did – is a way to still engage in the magic of this time of year but in a safe way.” Grant is in discussions with numerous towns and cities around the country about rolling out the possibilities of AR at various times of year, highlighting the fact that such attractions will always have a place even in a post Covid-19 world. “Experts recognise that experiential retail is the way forward to keep the high street vibrant,” he said. “And offering an AR experience ticks all of the boxes. It’s a fantastic way to transport visitors into a whole new world, giving them the incentive to visit you in person rather than staying at home and ordering everything from Amazon.”