I need help with the 4 questions for the Case 1

PART 1 Short Cases Case 1: Retailers MUST Be Future-Oriented* And without having to build fixtures or stock a single product Tetailers can allow customers to the averal store while measuring their behavior and what, how and why they buy Augmented reality is adding a layer of the virtual realm to your reality, immediately delivering anenhanced experience that provides unprecedented value," comments Yoni Neva, CEO of augmented reality-visualization platform imagine. "It can give the consumer contextual information showing products hefore purchase, thus enabling the consumer to have confidence to make a more informed decision to buy faster The aby to add the virtual layer to a user's reality provides significant value to brands, retailers, and manufacturers." Questions 1. What do you think are the best uses of VR for retailers today? What are the limitations! 2. Is the typical retailer ready for VR? Why or why not? 3. How can VR enhance a firm's ability to generate a great total retail experience and relationship retailing? 4. Even if a retailer is not ready for VR, what can it learn from this case? When children's organic food manufacturer Happy Family wanted to reimagine the retail aisle, the stakes were high. "We looked at how people shop this section." says Riddilish kan kariya, Happy Family's vice president of strategy and insights "Do they shop based on brand, on organic versus non-organic on type of food on are To answer these questions, Happy Family turned to virtual reality, creating four scenarios to gather data from 800 shop- pers. There is no way, if we had not done this virtually, that we'd have been able to get these numbers, "Kankariya adds. While it may seem that Happy Family reached into the future, virtual and augmented reality are already transforming retail from stare desion to senape. "It's definitely one of the hottest technologies right now." says David Evans, commercial director of Kantar Retail Virtual Reality shot in the marketplace, but it's not a fad. VR has been around for a long time, so it's had time to mature." "Retail ers need to look at virtual reality not as some addition, but as how the Web is going to evolve," notes Mary Spio, founder of CEEK VR. "When we first started working with brands to do online video, we had Web 10 iu Dictures. The brands that embraced Vklen carlycklarata wider user base. That's the same way that retailers can and should look at virtual reality." The work has been waiting for hardware to catch up-and some major manufacturers released virtual reality devices in 2016. As that happens, more customers may expect virtual and augmented reality when shopping online. The next step will he to move to V-commerce, which will become a part of the omnichannel strategy," says Mark Hardy, CEO of InContext Solutions, which focuses on shopper insights Via virtual real- ity "Can I jump in and look at the ingredients or parts of the product? Can I actually prition and see what it looks like in a different scenario? It will help with some of the shortfalls in E-commerce, upselling, cross-selling, and providing a more engaging and individualized experience." Happy Family's research is just the beginning of how companies and plan to use virtual reality. Working with InContent, Kankariya es more possibilities. When we showed the virtual technology to our CEO and founder, her first thout was, "There are so many ways we can use this to test packaging or design so many ways of engaging with our audience, he remarks "At the macro level." says Hardy, it starts with store design, the flow, the adjacencies, and extends down to the micro level, product category, displays, and signage. There are two levels for retailers wanting to create a new store. They can take the current footprint and play around with to reinvent the experience in current stores. O they can create an entire new building footprint." There are reasons to do so virtually. If you create in a playstal world, your competition knows what you're doing before you understand the impact of the strategy." Case 2: Stores That Accommodate Those with Physical Limitations Fifty million people, age 65 and okler, represent one-seventh of the US population, according to the US Department of Health and Human Services Administration for Community Living "We account for all of the requested shoppers when design ing a new space, which can vary depending on the retailer, koca tion, and demographies,"states Christopher Studiach, Creative chrector at King Retail Solutions. In the case of seniors, there are several elements that we consider when designing. One key area is good lighting that improves product visibility and read ability. Seniors can also have a difficult time with contrast, so Large swings from light to dark areas within the store can cause frustration and risks for senior shoppers According to Studiach, King Retail Solutions also focuses on the size, location, and makeup of categories that are of spe cial interest to seniors, particularly lifestyle and health related categories, with the goal of providing an easy way to locate hard-to-find items. For example," he notes, how many times have you searched with frustration for that one small package of Vitamin K that is thoughtfully buried among hundreds of Similar small packages?" Acument trend among retailers, headiis, is to use every inch of space for merchandising, but for areas in which seniors have particular interest, it's important to consider product height and mot force smo to sopo bend down to merchandise placed too low, and also to try to place heavier products a t that makes them easier to load into a cart. "Designer trends tend to lean toward ghostly pale text in graphics and signs, some times with barely legible font sizes. When considering a senior