With retail and restaurant technology advancing rapidly, bringing ideas and products to life before they are superseded is an issue brands struggle with, Coates Group says. With the VR tool, creative teams and designers can immediately see their merchandising ideas come to life using a VR simulation of the customers' environment. This could help designers decide what might work better and how to improve the experience.

These “light bulb moments” are often realized too late, Coates Group says, and the costs, time and finite resources prevent the client from achieving the best result possible. VR transforms the experience — allowing brands to test "riskier" concepts through the eyes of their customers without prototyping, time delays or incurring huge costs.

The Coates VR tool allows visualizing entire spaces and merchandising campaigns in the early design phase, complete design control from the point of conception, tailoring and revising digital solutions earlier in the process, reducing piloting and modelling costs and time, testing and developing through the eyes of customers for maximum engagement.

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