With #NRF16 now in the rear view mirror, solution providers now have the chance to prove the value of the technologies they showcased throughout the conference. Perhaps the most intriguing technology I came across at the conference was virtual reality.
At the conference, iSoftStone displayed its 3D Virtual Mirror, which was designed to enable shoppers to select and ‘try on’ specific outfits without actually having to physically try on the clothes. The solution provider claims that the tech has increased conversion rates for clients as much as 33%, and even turns more consumers into brand advocates.
The concept of virtual reality has been around for decades, but has not been implemented within retail circles beyond a small scale, making the potential uses for it appear boundless — and exciting. The long-awaited release of the Oculus Rift brings a wild card into the discussion, as consumers will now have the opportunity to purchase and use their own headset to play games, watch movies or view a completely artificial environment.
This artificial environment is the key retailers must leverage going forward, as they can create a shopping atmosphere that will only add to the in-store and e-Commerce experiences. Tommy Hilfiger has been the most prominent example of this, offering a virtual reality experience with the Samsung Gear VR headset in October 2015, enabling consumers to get a viewing of a fashion show held earlier in the year.
As my colleague, Klaudia Tirico, indicated in an earlier blog post, The Apartment by The Line collaborated with SapientNitro to offer an e-Commerce experience compatible with the Samsung Gear VR to create an in-store experience for consumers at any time and location. This experience certainly introduces an element that a typical mobile phone won’t be able to provide.
When discussing virtual reality, one has to take into account the experiential side of retail that more retail consumers are clamoring for. The reason why virtual reality has such potential is shoppers are no longer just looking to shop; they want to encounter a unique experience that will make the trip worthwhile. In adding a supplementary setting to the mix, virtual reality builds on that experiential concept and could give shoppers another reason to travel to the store.
A form of virtual reality — augmented reality — has had moderate success in enhancing the shopping experience thus far. Numerous retailers such as American Apparel and IKEA have invested in the tech for their mobile phones to illustrate what products look like in different colors, or what furniture would look like when visualized in a household.
Augmented reality generally takes a more grounded approach to the topic, with its function often carried out through a mobile app or on a computer screen within a store. Users don’t have to use a clunky headset to get into the tech, but its usage generally only affects a minimal part of the buying experience. Virtual reality tech could further expand on these experiences to give the consumer a literal 360-degree view of something they haven’t seen in the store.
While virtual reality adoption has taken its time, as technology adoption often does whenever expensive solutions gain hype, more retailers will likely have to test the waters at some point if they aim to provide that exclusive experience consumers are looking for.
