DUO Schreib & Spiel: AR and VR as a new form of experience in specialist retail

With the use of augmented reality and virtual reality, DUO Schreib & Spiel is taking a logical step toward experience-oriented retail concepts. The focus is not on technology as an end in itself, but on the question of how products can be presented in a contemporary way and emotionally charged in brick-and-mortar stores. This is exactly where the DUO concept comes in, combining classic catalogs, digital applications, and playful elements.

Augmented reality in the catalog as an introduction

The first building block is an augmented reality app, which was used for the first time in the Christmas catalog. The catalog deliberately remains a physical medium, but is supplemented by digital layers. The app can be quickly downloaded via a QR code and is ready to use within seconds. Certain products in the catalog are marked and can be scanned with the app. When you hold your smartphone or tablet over the corresponding page, the item appears in three dimensions on the display. If you move the catalog, you can view the product from different perspectives. Size, shape, and details are thus much clearer than in a classic illustration. This creates clear added value for end customers: products can be viewed realistically even before they are picked up in the store. This makes the purchase decision noticeably easier, especially for items that require explanation.

From AR to the virtual DUO world

Building on the augmented reality application, the next step was taken toward virtual reality. The first virtual DUO flyer was created using VR glasses. Users enter a completely digital DUO world where products can not only be viewed but also experienced spatially. Within this environment, customers move around freely, discover the product range, and gain completely new access to the product world. The virtual flyer does not replace brick-and-mortar retail, but rather complements it in a targeted manner. It attracts attention, provides topics of conversation, and offers an experience that goes beyond the mere purchase.

Gamification as part of the shopping experience

A central element of the concept is the playful component. In the VR application, visitors can play a game in which they use virtual laser swords to smash boxes flying towards them. Each action is scored, points are collected, and at the end, a small reward awaits in the store. This form of gamification combines entertainment with customer loyalty. Especially for children and families, specialty stores thus become a place where they can not only shop, but also actively experience. At the same time, a positive emotional connection to the brand and the store is created.

Typical areas of application in retail

The AR and VR solutions are specifically designed for special occasions and can be used flexibly. Typical scenarios include:

• New openings of DUO specialty stores
• Promotional days and Sunday shopping
• Street festivals and local events
• Seasonal promotions in stores
• Image campaigns to address new target groups

Added value for retailers and brands

For affiliated retailers, the concept means an upgrade of their sales area without any major renovations. The technology is modular, quick to set up, and adaptable to different store formats. Brands benefit from being able to present their products in an eye-catching, interactive environment. In addition, AR and VR facilitate consultation. They provide a natural starting point for conversations, encourage questions, and ensure that customers engage more intensively with the product range. This strengthens the role of the specialist retailer as a competent point of contact.

Typical areas of application in retail

The sober approach to technology is striking. The applications are intuitive, quick to explain, and can be used without technical hurdles. AR and VR are not used as a short-term effect, but as sensibly integrated tools within a long-term retail strategy. In this way, DUO Schreib & Spiel shows how brick-and-mortar retail can evolve without giving up its strengths. The store remains a social meeting place, a place for advice, and an experience space—supplemented by digital levels that enhance the shopping experience in a contemporary way.