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Intu driving ahead with technology innovation


Merging digital and physical in order to deliver a more personalised shopping experience is increasingly the way


retailers are engaging with their customers, which is prompting much experimentation by shopping centre operator Intu.


Interview with Karen Harris, managing director of digital at Intu Words by


Glynn Davis


K


aren Harris, managing director of digital at Intu, very much believes that augmented and virtual reality technologies will seamlessly become part of the way shoppers interact with physical environments and that screens will disappear as an interface.


“We’ve a digital vision for the next three-to-five years where there is a


merger of digital and physical to create a personalised shopping experience. We’re testing all sorts of things,” she says. This has included a VR test at the Intu Victoria shopping centre in


Nottingham involving a physical structure incorporating four booths where shoppers used HTC headsets to immerse themselves in a Winter Wonderland. They could decorate a virtual Christmas tree and have the photograph of it sent on to them.


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