Immersive technology, especially virtual and augmented reality are revolutionizing our shopping experience. Depending on their goals, the right mix of both can give brands valid and profitable dynamics for consumer engagement. What are the main differences between the two immersive technologies and how can you decide which one you might want to use over the other?
Imagine being immersed in a realistic universe, a parallel reality that involves all your senses just like real life. This is virtual reality. On the other hand, if it’s a parallel dimension that’s integrated with your real surroundings, offering the possibility to visualize, evaluate and choose products or services, this is augmented reality.
The shopping experience in augmented reality
Let’s suppose that I want to buy a desk or a lamp for my office, and even though I’ve been to the shops countless times, I still can’t decide. I want to know exactly how they’ll look in my office, and which color will work best with the rest of the decor. With an AR app, I could just point my phone at a space to see objects, interactive content and other elements there in real time.
The shopping experience in virtual reality
If you want current or potential customers to get closer to your brand and leave them wanting to know more about your product, then you can give them a unique experience both inside the store and from the comfort of their own sofa. What counts is the ability to immerse them completely in an experience that can be talked about and shared.
“Be in store” – the process that engages your customer
Be in store, created by Dotfarm, is a process that starts by attracting customers, gives them an experience inside the store, and follows with initiatives and actions connected to their in-store experiences. To be “in store” captures not only the idea that customers are actually in a physical shop, but also the idea of anticipation. Something exciting is in store for them!
Why did we decide to invest in this sector and create an ad hoc product? The numbers related to the VR and AR markets are pretty clear. Today these technologies still seem a bit removed from customers because they’re not well adapted to a personalized use, but they’ll soon become more widespread. This project aims to transform virtual reality into a commercial opportunity for the first time, giving new meaning to the shopping experience, and helping to rebuild a more direct relationship with customers.
A unique process that:
- Can engage nearby users with promise of an innovative experience
- Creates new perceptions of the brand and products with a dedicated VR/AR format
- Activates mechanisms for viralization, loyalty or reward programs for the products they’ve experienced
Beyond the data related to the popularity of devices, there is an growing trend in users’ inclination to try memorable experiences. Just look at the stats around the growing link between VR and shopping—53% of users want to buy a brand that uses VR compared to one that doesn’t. The real opportunity Be in store offers is the ability to engage current and potential customers in a process that can create a direct, empathetic and communicative rapport. With our formats—Viral, Behind the scenes and VR at home—we can respond to any type of need for personalization or variation in a virtual experience.
Michela Di Nuzzo
« Se scrivo ciò che sento è perché così facendo abbasso la febbre di sentire». - Fernando Pessoa Giornalista e co-founder, vivo il digital come imprenditrice e appassionata. Percepisco il cambiamento come un'opportunitá mai una minaccia. Occhi spalancati e orecchie aperte, sempre pronta alla condivisione, la chiave di ogni evoluzione.