The Future of Retail Advertising in Augmented Reality

Dennis Wu is an associate at Cox, Castle & Nicholson.

LOS ANGELES—In the last two months, Pokemon-Go has shown its ability to disrupt the retail sector, not only by driving consumers to stores but by controlling the flow of consumer traffic. The game—and the games like it that are likely to role out in the near future—are just the beginning. The underlying augmented reality technology may give retailers another opportunity to drive sales at shopping centers in a way that they can control

“There is some talk from property owners about trying to utilize this technology for other purposes as well,” Dennis Wu, an associate at Cox, Castle & Nicholson, tells GlobeSt.com. “For example, there could be augmented reality apps to try to serve as in place of an advertisement. So, as you are walking through a shopping center, for example, and you could see all of the promotions, sales or new products as you walk through the shopping center. There are a lot of functional ways to utilize the technology aside from just the Pokemon game, which really appeals to a younger demographic.”