Page 167 - Kaleidoscope Academic Conference Proceedings 2020

Industry-driven digital transformation

2.2 AVR research in agriculture (wine industry) advantages of using immersive technologies in wine farming
as a marketing tool.
Immersive technologies have gone through practical
refinement during the past several years, involving 3. DESIGN AND METHODOLOGY
enhancements in the degree of fidelity and the sensation of
virtual presence [7]. These advancements have culminated in 3.1 SCRUM methodology
the rise of immersive technology applications in agriculture.
We will be exploring immersive technology research which The SCRUM project management methodology was
has been conducted in the wine industry. followed in this project [15]. SCRUM adopts agile
methodologies for managing complex information
The use of immersive technologies as a rice wine brewing technology projects with innovative approaches. User stories
training tool was explored by Dong and Yang, 2020 [8] in a were identified for the project and tasks were assigned to
study done on using virtual simulations to teach rice wine complete and answer each user story. The project was broken
brewing. Subject matters of every step in the brewing into 6 different sprints. A product backlog was then created
process were put together and used in the gamified virtual and all tasks required to complete the application were
system and for learners who had no access to the actual determined. These tasks were then grouped into different
equipment used in the process. sprints, assigned time frames, and prioritized according to
importance (sprint planning meeting). The tasks for each
2.3 AVR research in wine tourism sprint then became part of that sprint’s backlog. Sprints took
one week to complete respectively. At the end of each sprint,
Wine tourism is an expanding specialized market that is an APK (Android installation file of the finished sprint) was
steadily growing larger in significance all over the world [9]. built and a sprint review and retrospective meeting were held
A study which was conducted in Germany reported findings to grasp whether tasks would be improved or whether moved
that point out that wine tourism is extremely pertinent for to the next sprint.
wine distilleries as well as owners of small companies. The
study revealed escalated requests for wine tourism exercises, 3.2 Design Approach: Participatory design
especially near populous cities [10].
The team focused on participatory design, [18],[19],
Booyens (2020) [11] points out that hardly any wine tourism whereby the client is involved throughout the development
research studies focus on modifications in this tourism process to ensure that all specifications are met and that the
specialized market. This shows that there is a gap in client can experience, interact and give advice or guidance
knowledge in this area of literature. The case study which we on sections that the team might have misinterpreted or could
conducted can add to the small body of knowledge that exists. add for a better experience and end product.

2.4 AVR research in marketing A. Project initiation: The team met with the client to
indicate the possibilities of immersive applications and
Several elements provoke enthusiasm over the potential for brainstormed how such applications could be used for their
immersive technologies to be utilized for marketing. The requirements. The following explains the three major stages
first being that major corporations keep making large (Analysis, Synthesis, and Evaluation) before the project ends
investments in AVR solutions for commercial applications, as shown in Figure 1.
therefore AVR is probably going to grow to be an essential
element of the marketing environment. The second being Stage 1: Analysis. Phase one was conducted over three
that education and research establishments are progressively weeks and involved the analysis of the project.
getting fitted with AVR technologies [12]. A study by
Loureiro et al., 2019 [13], on comprehending the use of VR Stage 2: Synthesis. For the synthesis phase (based on
in marketing, provides some perception for managers on the participatory design), the project was broken into 6 sprints
effect of immersive technologies on marketing. The authors (which involves creating user stories and identifying
point out that virtual reality technologies add to increasing subsequent tasks flowing out of each user story). The
motivation to enrich the customer shopping experience from following sprints and main user stories were determined:
the assessment and decision-making stage to the buying Sprint 1 (one week) – User interface and interaction design,
stage. Navigation Hub, and birds-eye view used for point of interest
navigation. Sprint 2 (one week) – Points of interest (360 still,
Observing current trends, authors Lavoie and King, 2020 [14] video, and VR mode). Sprint 3 (one week) – Points of
put forward that VR will supply marketing professionals interest (content – record official footage). Sprint 4 (one
with an unparalleled degree of insight about customers and week) – Augmented reality. Sprint 5 (one week) – Additional
clientele, granting them the ability to evaluate and cultivate screens (Help, credits, etc.) and sounds. Sprint 6 (one week)
marketing tools more efficiently. – Optimize the code, application, and overall user interaction.

Observing the literature that has been mentioned, we have Stage 3: Evaluation. Testing was done constantly and after
established that our case study can add insight to the each sprint, a prototype application was built and tested on

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