Introduction to Immersive Shopping
Augmented reality and virtual reality provide opportunities to create product experiences for shoppers which might be immersive — the sensation of being physically present. Brands are utilizing virtual try-ons, immersive 3D environments, web3 projects, and the metaverse to create unique shopping experiences. In this text, we’ll explore recent AR and VR campaigns from brands and the way they’re changing the best way we shop.
AR Examples
Several brands have launched AR campaigns to supply immersive experiences for his or her customers. For example, Ikea launched an immersive QR code experience to dole out exclusive offers using a 19-foot statue of its iconic blue bag. By scanning a QR code on the display, visitors trigger AR animations of Ikea products flying out of the bag. The AR utilizes Adobe’s Aero Geospatial software to link 3D AR experiences to real-world locations.
Valentino, the luxurious brand, partnered with the Farfetch-owned augmented reality company Wanna. Using the Wanna Wear mobile app, shoppers try on a curated selection from the Valentino Urban Flows Fall 2023 men’s collection, sampling virtual clothes in real-time and sharing looks with friends. Beauty brands Supergoop and OPI partnered with Snapchat on its AR try-on lens technology. To have a good time the launch of Lipshade from Supergoop, Snapchat created an AR try-on lens that lets users apply 4 Lipshade colours.
Coach partnered with Zero10 to bring an AR experience to its SoHo store, letting shoppers interact with a virtual Tabby bag purse. Zero10’s AR Mirror and AR Storefront offered eight digital variations of the Tabby handbag. Through Photobooth mode, users download and share digital looks on social media. Men’s Wearhouse partnered with Snap to leverage Snap’s AR mirror for prom season, installing AR-powered mirrors in select stores. The AR mirrors provided prom-goers with a fun and interactive opportunity to check dozens of prom outfits and accessories in seconds and share images of latest looks with friends.
VR Examples
Several brands have also launched VR campaigns to supply immersive experiences for his or her customers. J.Crew launched a virtual store powered by the experiential ecommerce platform Obsess. The immersive, shoppable 3D environment, celebrating J.Crew’s fortieth anniversary, is in the shape of a beach house with six rooms and a separate boathouse. The J.Crew Virtual Beach House offers interactive content highlighting the brand’s heritage, gamified elements, and seamless checkout.
Puma has launched the Black Station 2 metaverse platform, an expansion to its initial Black Station debut last September as a part of New York Fashion Week. Black Station began as an interactive destination to view and buy collectible NFTs, redeemable for physical Puma sneakers. Black Station 2 is an expanded immersive experience that features two explorable worlds, Unkai and Unter, each revealing latest phygital footwear. Elizabeth Arden launched an immersive virtual store in partnership with Obsess. The shoppable experience explores the corporate’s history through interactive content, telling the story of its founder and the brand’s evolution.
Adidas teamed up with web3 artist Victor Langlois, aka Fewocious, to supply a spread of physical and digital product drops. The collaborative partnership launched a Trefoil Flower Mint Pass, a limited edition NFT that also unlocks the chance to redeem an artist-designed Campus 00’s sneaker. Tommy Hilfiger created a multi-metaverse hub that premiered during Metaverse Fashion Week hosted by Decentraland, a user-owned virtual world. Designed by virtual retail tech developer Emperia, the hub included connections to Decentraland, Roblox, Spatial, DressX, and Ready Player Me.
The Future of Immersive Shopping
Nike launched SWOOSH, an immersive platform for users to learn, collect, and co-create interactive digital objects equivalent to virtual shoes or jerseys. Members trade or wear virtual creations in games and immersive experiences. Members also get special access to products, events, content, and pre-order upcoming drops. Walmart launched two immersive experiences within the Roblox metaverse: Walmart Land and Walmart’s Universe of Play. Each offers unique interactive content and entertainment for patrons.
Conclusion
In conclusion, augmented reality and virtual reality are changing the best way we shop. Brands are utilizing virtual try-ons, immersive 3D environments, web3 projects, and the metaverse to create unique shopping experiences. From Ikea’s immersive QR code experience to Nike’s SWOOSH platform, brands are providing immersive experiences that make shoppers feel like they’re physically present. As technology continues to evolve, we will expect to see much more progressive and immersive shopping experiences in the long run.
