Figure 1 – Steps of designing a database by ” bottom-up ” design

DLM – datalohic model model; NF – normal form; – Information and logical domain model; MDB – database model.

Work for the relational database starts with the determination of the properties of objects (entities attributes) domain, which are based on the analysis of the links between them are grouped into relational relationship (table) showing these objects (if we design the structure of a relational database).
Typically, 2 – 3 relational attitudes associated with each other.
The redundancy data in non-normalized pattern – repeating the data in the database.
To the resulting database structure (DLM) did not have a variety of abnormalities when adding, updating or deleting data as a result of redundancy, it is necessary to verify each of the resultant relations scheme at least for compliance with 3NF. If the relationship does not correspond to this circuit condition, and they usually do not match, the process necessary to carry out normalization.
A significant amount of measures to normalize relations relational schemas even gave the second name of the method of “bottom-up” design. This method is often referred to by the “normalization”. Fundamentals of the theory of normalization has created E. Codd.
Normalization – is a design process in terms of the relational data model, the method of successive approximations to a satisfactory set of schemes.
Thus, for successful normalization (to 3NF) is necessary based on the analysis domain (domain analysis of documents) for each relational schema relationships:
- Identify potential keys;
- See the repeating groups and atomic attributes;
- Lead circuits relation to 1NF;
- Determine the functional relationships between non-key attributes and primary key;
- To determine the partial functional dependencies;
- To carry out decomposition (division) of the respective schemes for relations deletions partial functional dependencies;
- See transitive dependencies between non-key attributes and primary key;
- Exclude transitive dependencies by decomposition of the corresponding schemes of relations.
Implementation of these activities is quite time-consuming process. For example, the identification of the complete set of functional dependencies require knowledge of set theory and predicate logic.
To bring schemes relations to higher normal forms necessary to conduct additional studies to determine the subject area determinants of relationships, to identify multi-valued dependencies between the attributes of the relationship, the connection relationships.

In recent years, innovation has become an integral part of business. Twenty years ago, people did not know what Digital technologies were and what they were needed for, but today it is difficult to imagine that successful companies can do without them. Digital technologies are firmly entrenched in our lives, they change our habits and preferences.

VR and AR technologies are under close attention. Previously, these technologies were associated exclusively with the entertainment industry and computer games, but today it is a valuable tool that successful companies use with obvious zeal.

Increasingly, they began to talk about the possibility of widespread use of VR and AR in medicine. Technologies help in the training of medical personnel, and are also used by physicians for the speedy recovery of patients from various diseases and injuries.

Literature review

The first mention of virtual and augmented reality occurred in the 60s of the XX century, when the first virtual stimulator “Sensorama” was patented, which was invented by Morton Hyling. The device was a bulky device that allowed the user to experience the experience of immersion in virtual reality.[8]

A study by the consulting company IndustryARC talks about the importance of using technology and augmented reality in medicine. The use of 3D effect, which helps to conduct a thorough examination of the affected part and helps doctors to properly plan critical operations. These technologies also cause anxiety disorders, and the technology also helps to overcome the fears that a person has.[9]

Fortune Business Insights research reveals an increase in demand for reality tools in the healthcare industry during the pandemic. Its introduction has helped medical staff understand and study the effects of the new strain. This technology shows the effect of disease on bodies.[7]

Methodology

The object of the research – NYU Langone Medical Center.

The subject of the research – VR and AR technology.

The hypothesis – The implementation of VR and AR technologies to medical centers increase profitability, benefits, competitive advantages and the efficiency of the company.

Primary data was collected through the survey, that was conducted among 20 people from Russia and the USA. The survey consisted of 5 multiple-choice questions.

The following methods were used in the research paper:

1. Theoretical methods: analysis, abstracting, generalization, comparison, induction.
2. Empirical methods: study of the information sources, analysis of the received information.
3. Quantitative research methods: Primary data were collected using a survey among 20 people.

Findings

VR, AR technologies are used in many areas of activity, such as: medicine, computer games, military industry, smartphone applications, cinema and television, retail.

Virtual reality allows people to completely abstract from reality and transfer consciousness to another world, by creating a moving image of another place and imitating sounds, there is a complete immersion in another digital environment. A person loses the feeling of being in the real world.[10]

Augmented reality is a related virtual reality technology, but there are coordinate differences. AR technology complements the real environment, rather than creating a new digital reality, technology creates a symbiosis between non-existent objects and a real place.[10]

In recent years, merged reality has been increasingly mentioned, which is a consequence of combining VR and AR to create an environment where physical and digital objects coexist and interact in real time.

Picture 1. Virtual, augmented and mixed reality. Source: extremetech.com

VR and AR technologies are used in many spheres. The active growth of the use of these technologies has been noticed in medicine. Technologies are used both in physiotherapy and surgery, and for the purpose of speedy recovery after the loss of limbs and psychological trauma. Technologies are also used to train medical personnel in the most complex operations.

According to the Indian research group Markets and Markets, in 2019 the market volume of virtual reality (VR) technologies in medicine amounted to $770.2 million, and by 2023 it should increase to $5 billion. The main drivers should be the spread of VR equipment in the healthcare sector, increasing investments and the need to optimize the cost of services, according to the study Augmented and Virtual Reality in Healthcare market – Global Forecast to 2023.[5]

By 2025, the use of VR and augmented reality (AR) technologies in medicine in terms of volumes ($6.1 billion) should take second place in the overall software market, right after the gaming industry ($11.6 billion), according to analysts of the American Goldman Sachs.

According to Fortune Business Insights research, the global virtual reality (VR) in healthcare market is projected to grow from $1,206.6 million in 2021 to $11,657.8 million in 2028 at a CAGR of 38.3%.

Picture 2. VR in Healthcare Market Size, 2017-2028.

Source: Fortune Business Insights Report.

According to forecasts, the largest market share will be occupied by applications for training doctors and medical staff. The second most promising field of application of virtual and augmented reality in terms of the possible degree of effectiveness is surgery. [7]

Figure 1. Importance of using modern and innovative clinics for customers.

Source: survey conducted by the author

Primary data were collected in a survey conducted among 20 people from Russia and the United States to better understand the awareness of patients about the use of VR AR in medicine.

For 5 out of 20 respondents it is very important to undergo treatment in a modern clinic, for 8 respondents it is also important, but it is not a decisive factor. 6 participants consider this a good plus for the clinic, but do not pay much attention to it. 1 the respondent does not consider it important to equip the clinic. fortunately, there were no respondents who were completely indifferent to their health.

Figure 2. Responders’ awareness of VR technology.

The survey has shown that 55% of respondents heard about VR technology, other 15% of respondents have not heard anything about VR, and 40 percent cannot give an exact answer.

Figure 3. Responders’ preferences of choosing type of clinic.

According to the data from the survey, the majority – 55% of respondents would prefer a clinic with innovative technologies. 15% prefer to abandon the use of innovations in medicine, and for the remaining 30% this choice does not matter much.

Figure 4. Responders’ opinion about VR technologies becoming a decisive factor in choosing a clinic.

The results of the following survey indicate that 40% of respondents believe that the use of VR technologies in medicine can be a decisive factor in choosing a clinic, the other 40% are not sure that these technologies can influence the choice of a clinic. The remaining 20% believe that the presence of VR technologies does not affect the choice of customers in any way.

Thus, it can be concluded that for more than half of the respondents VR technologies in medicine are an important, useful and interesting factor when choosing a clinic, which certainly indicates the importance of the spread of VR technologies in medicine. There were no people who were not interested in it at all, which also indicates the prospects of this direction.

One of the main players in the virtual and augmented reality market is NYU Langone Medical Center. The company is constantly investing in VR and AR developments in medicine and provides educational trainings for young specialists.

The main advantage of VR and AR technologies is the possibility of making mistakes in the simulation of the operation, because if you make an incision in the wrong place, you can try again, which is impossible in real life, that is why Langone Medical Center investing in technologies.[11]

NYU Langone Health is one of the nation’s premier academic medical centers. Medical Center offered online VR training to help busy hospitals and medical facilities as they were being crushed by large numbers of patients during the coronavirus pandemic. The technology helped medical professionals with real-time radio graphical insights, showcasing the impact of the disease on patients’ bodies. In most cases, COVID recovered patients suffer from Post-Intensive Care Syndrome. In such a situation, VR technology helps patients to recover from such syndrome through virtual rehab sessions.  Similarly, owing to the pandemic, the demand for online and interactive learning sessions increased drastically. For instance, the medical students faced challenges for practical sessions, as no available technology could offer face-to-face or clinical conditions such as education.

This would fuel the technology’s implementation in medical learning and training sessions. Virtual simulation-based training option suited best for the medical students during the pandemic. Thus, the onset of coronavirus significantly surged the virtual reality (VR) in healthcare market growth.

According to Medical Center data the number of people wishing to get an education and get a consultation using augmented and virtual reality increased by 80%. The number of mentions in the press and the Internet reached colossal figures. The medical center has become the most popular in America.

Company has several branches throughout the country, but technology is only represented in New York.

Company faced the number of problems:

• high demand and low supply
• the medical center did not have time to process requests
• some doctors refused to use VR and AR technologies
• lake of finance

Recommendations

NYU Langone Health should set up the logistics and management of the company. It is worth conducting a survey among the doctors of the centers and finding out who is interested in unlocking the potential of VR AR in medicine and conducting a conversation with them. As for the lack of funding, you can turn to the federal budget and ask for funding for the project, but this can take a long time.

Discussion & conclusion

Despite the growing popularity of VR AR technologies, the mass distribution of these technologies will be hindered by some factors.

So far, the price is another deterrent to the widespread use of VR/AR in medicine. (The price of Professional high-resolution equipment is $2500-3500. In addition, immersion in virtual reality causes motion sickness and nausea in some patients or students.

Another problem in the way of widespread use of virtual and augmented reality technologies is the conservatism of doctors.

The above problems are completely solved, but time-consuming.

Although VR/AR technologies are only taking the first steps in healthcare, the availability and variety of devices and software is growing, and it is safe to say that new technologies will be used more vigorously in the training of doctors.

Virtual and augmented reality, which will analyze what is happening, will help simplify the diagnosis and treatment of patients, reducing the likelihood of medical errors.

The virtual reality headsets and other hardware might challenge the technical limitation in the healthcare industry. In certain clinical settings, the system’s size might limit the operation. Similarly, for some healthcare centers, the available resolution and computer specification might act as a limiting factor. Also, as the industry has worked on the paper-based system for a longer period, the adoption of electronic medical records might require certain technical knowledge. This is likely to impact virtual reality (VR) in healthcare market share. However, as per the industry experts, these factors can be handled over a period.

The hypothesis of the article is partly proved, the use of digital technologies will lead to medical center visibility and sales increase, but it takes time and a lot of investment.

Candidate of Economic Sciences, Associate Professor of the Department of Economic Theory

Plekhanov Russian University of Economics

Introduction

Every year, an increasing number of people switch to online shopping, augmented reality technology makes the shopping process more convenient and interesting, helps consumers avoid unnecessary purchases and a long process of returning goods. AR technology is an integral part of the innovation strategy of many companies, this marketing move helps to increase the involvement of consumers in communication with the company, working on its image and increasing the public’s preference for the products/services of the brand. [1]

Literature review

The first mention of virtual and augmented reality occurred in the 60s of the XX century, when the first virtual stimulator “Sensorama” was patented, which was invented by Morton Hyling. The device was a bulky device that allowed the user to experience the experience of immersion in virtual reality. [2]

The practice of using this technology is considered by Paul Migram and Fumio Kishino, Trachuk A.V. and Linder N. V., and many other experts of innovative marketing technologies. In his reports, Artur Sinitsyn, Director of Business Development, evaluated the effectiveness of this technology. [3]

In its research, the British agency “Engine creative” speaks about the importance of AR in the retail sector, about the impact of technology on brand awareness and profitability. [5]

This article is based on a study of the effectiveness of the use of AR technology in companies. Its purpose is to analyze the practical application of these technologies on the example of Leroy Merlin and the results of their work.

Methodology

During studying this topic, the author identifies the following object, subject, and hypothesis of the study.

The object of the research – Leroy Merlin Company.

The subject of the research – AR technology as a tool of attracting consumers to interact with the company.

The hypothesis – The company’s use of augmented reality technology attracts more consumers.

The following methods were used in the research paper: Theoretical methods (analysis, abstracting, generalization, comparison, induction); Empirical methods (study of the information sources, analysis of the received information); Quantitative research methods.

Findings

AR (Augmented Reality) is an augmented reality technology in which you can view 3D objects on the screens of electronic devices and visualize non-existent objects in a particular room. In recent years, augmented reality has become the main technological trend in retail. [1]

Foreign studies predict an increase in the number of mobile AR users to 811 million people. Revenue from the use of augmented reality technology is also growing, with plans to reach $ 3.1 billion by the end of 2021 and $ 3.78 billion by the end of 2024. [5]

Innovative AR solutions allow customers to visualize products in real time from the comfort of their homes and gives the opportunity to see what items might look like in their space before they make a purchase. More than 76% of respondents to the British agency «Engine creative» claim that they would most likely buy more products if they were able to use the “try before you buy” option. This option reduces the likelihood that customers will return the product when it is delivered, which reduces the company’s costs. 69% of customers expect brands to give them the opportunity to interact with the product through AR and release mobile applications n the next 6 months. 42% of buyers believe that the use of augmented reality helps to make a decision about the next purchase. That is why AR is rapidly gaining momentum in the retail industry, becoming part of the everyday life of gadget users, thereby changing the consumer’s shopping experience. [4] [5]

The main advantages of using AR in retail include: brand awareness; increase the audience; profit growth.

Augmented reality technology helps customers remember the brand and increase their level of trust because the person is experiencing an interactive interaction with the brand, which causes a surge of emotions that affects the subconscious of the person. The feeling that the product is in the hands of the consumer is a powerful incentive for the consumer to make a purchase. [3]

The use of AR technology has a positive impact on the company in the case of high uncertainty with the product, so companies use AR to reduce customer uncertainty and increase sales.

In 2018, the French company Leroy Merlin, part of the ADEO group, released its updated app with augmented reality. This application allows customers to view furniture items, try them on to their interior and make a purchase through the camera of their smartphone, without leaving the program. [6]

Implementation of AR technology provided good results for the company:

1. The number of app installs increased by 300%
2. The number of users increased by 300%
3. The duration of the session in the app increased by 20%
4. Increase in sales of expensive goods.
5. Promotion of little-known products and brands stimulating.
6. The transition of offline customers to online sales channels.

Augmented reality technology has allowed people to interact with the brand regardless of where they are.

Despite the successful work of the application with augmented reality technology, Leroy Merlin has a lot to grow. The big problem is that the augmented reality feature is available for a very limited number of products. The inability to translate favorite products to reality can lead to outrage and customer dissatisfaction.

The experience of Leroy Merlin is an excellent example of the successful application of innovative AR marketing technology, which helps to increase customers and improve the company’s image. [6]

Discussion & conclusion

In today’s society, which has free access to smartphones and the Internet, visualization technologies are constantly developing. One of these technologies can be called augmented reality, which is increasingly being used in retail.

Leroy Merlin’s experience proves that AR technology is one of the competitive advantages in the DIY market. The use of technology will allow the company to remain among the leaders, strengthen the brand image and win consumer loyalty.

However, the company should work out the shortcomings of its application, namely:

- increase the range of products that use AR technology.

- develop a version of the app for android users.

- implement an advertising campaign of the augmented reality function.

Holding these events will increase the company’s customer base.

Thus, AR, as an innovative marketing technology, has a significant impact on the integration of the consumer with the brand, helps to increase the turnover of online commerce, and helps the company to remain innovative in the eyes of its consumers.