Introduction to Virtual and Augmented Reality in Retail
Using apps to deliver additional content and access in a buying journey, including virtual try-on (VTO) with virtual reality (VR) and augmented reality (AR) technology, is an integral a part of the digital customer experience for a lot of beauty and fashion brands. As a result, customers have gotten increasingly conversant in digital technologies like VR and AR in online brand interactions. The next logical step is to integrate these into physical commerce spaces. Digital innovation is having more of an impact on real-world customer experience.
Augmenting IRL Commerce: Kylie Cosmetics
Kylie Jenner’s Kylie Cosmetics AR-designed ‘Kylie Virtual World’ launched in London’s Covent Garden. The immersive experience lets shoppers enjoy make-up and skin consultations with VTO features for exploring latest looks. The Glam Shop ran in partnership with Boots, with interactive games and complimentary giveaways to expand the shopper’s experience further.
Experiential Marketing and Immersive Experience: Nike
Nike has also used in-app services to deepen its relationship with customers, providing access to sporting experts who offer personalized workouts, priority access to events, membership to Nike’s Plus rewards program, and online shoe fitting. Its New York-based House of Innovation flagship store hosts the mobile commerce experience, letting customers physically augment their experience in-store. The app’s in-store mode allows customers to find more in regards to the shop’s merchandise by adding items to a favorites list; requesting try-ons; and trying out items on mobile.
A Social-First Approach to Commerce: Burberry
Brands which have succeeded with technological experiments in gaming, social media product drops, and app-driven customer support are embedding these elements in-store. Burberry has built ways for online browsing, exploring influencer recommendations, and enabling platform-specific product drops. The lux fashion brand can also be using branded tech to reinforce its social retail experience. In its Chinese flagship store, customers can use a custom WeChat mini-program to book in-store appointments and try-ons.
User-Generated Content
Brands offering VTO experiences gain from the user-generated content that emerges. Inside Burberry’s flagship, a digitally-enhanced room referred to as the Trench Experience encourages customers to create and share content on social media. Kylie’s Glam Park continuously pushes customers to share their moments online, similar to displaying latest lip shades on the massive screen.
Personalizing the Experiential: Cheetos
VTO is just not an immediately obvious route for food brands, but Cheetos explored this trend with its ‘Hands-Free House’ concept: a hands-free device for individuals with fingers coated in its ubiquitous orange dust. The accompanying experiential pop-up was a catered event encouraging guests to socialize and network. The mixed reality marketing strategy was a part of a wider campaign to attach with consumers through immersive experiences, each in-person and virtually.
Incorporating Digital Experiences into Brand Events: 3 Is and an E
To effectively incorporate digital experiences into brand events, consider the next:
- Insights: Use a VR or AR experience at an event to assemble insights from audience guests. Most AR requires scanning a QR code, which provides a lot of touchpoints throughout an experience’s navigation.
- In sight: Provide a transparent call-to-action across the VR/AR features to make sure maximum engagement. The more guests who can access these features, the more data you’ll be able to capture.
- Incentive: Incentivize guests to have interaction together with your digital experience; provide a worth exchange that makes them feel rewarded. Reveal something exclusive within the VR/AR experience or offer a free gift.
- Enhance: Does the VR/AR feature enhance an in-person event? Does it have a purpose, reason, or solution? AR tech can offer virtual try-ons so guests can test products they’re occupied with.
Conclusion
As customers develop into more conversant in VR and AR, they increasingly expect to come across these technologies of their IRL experiences and online. Brands can strengthen their consumer engagement by merging physical and digital to deliver an enhanced customer experience. By incorporating digital experiences into physical spaces and events, brands like Kylie Cosmetics, Nike, Burberry, and Cheetos are setting a brand new standard for immersive and interactive retail. Whether through virtual try-ons, social media integrations, or experiential marketing, the longer term of retail is undoubtedly digital, and types that adapt will thrive.
