Virtual reality experiences are steadily becoming more integrated into the world of retail, being used to enhance the customer’s journey and revitalise the shopping experience in new and exciting ways.
This article will take you through the ins and outs of how VR display technology works and how it can benefit retailers and customers alike.
Definition of VR Display Technology
The general gist of VR display technology is that it enables the user to enter a completely digital 3D world, generally through the use of a screen that can be navigated or through a head-mounted display (HMD).
Naturally, the HMD technology approach is vastly more immersive as it places you directly within that world, enabling you to experience a realistic, authentic world that exists in tandem with the real world.
This increases the level of interactivity and creates a deeper sense of fun and engagement, an achievement that can only be acquired using the highest class of technology available.
Taking the VR Experience Online
In the age of social media, it’s only expected that VR would have some kind of effect on the internet.
Developments in virtual tours online have allowed customers to walk around virtual shops and galleries just by accessing a website on their mobile or computer.
“Some VR spaces are more conceptual and high-end, designed especially for a one-of-a-kind experience in a palace or in a whole new part of the world.”
Some VR tours replicate physical stores, allowing those who cannot make the trip to the brick-and-mortar retail shop to experience the glory of it all from the comfort of their living room.
Online virtual realities are just as adept at satisfying customers as physical shops, becoming ever more important and valuable to customers and strengthening their journey with a seamless connection between the physical and the digital.
Benefits for Customers
All this expensive, fancy technology comes with its very own set of advantages sure to improve the customer experience and bring a little magic back into the world of shopping.
State of the Art Engagement
The quality of the virtual world should always endeavour to match the quality of the product you are displaying.
The biggest draw for engagement though comes on a personal level. The more intimate the experience, the more customers will enjoy it. A unique shopping journey will inspire customers to return to your services and give them a taste of what a shopping experience should ideally entail.
A Relaxing Environment
VR is great for giving customers a comforting and relaxing experience. Sometimes, you just want to curl up in the comfort of your own home so why not bring the shopping experience to your living room so you can go on your retail journey at a relaxed pace not governed by the need to rush before your parking runs out or stand in queues for hours on end.
The best way to continue to ensure that customers are experiencing the most authentic visual world available is to make sure the technology is constantly improving and evolving.
Eye-tracking data is one of the biggest ways that developers can research VR usage and see how they can improve virtual retail for their customers. Eye-tracking compiles data that reveals what users focus on most in the virtual worlds, identifying trends and which products are the most popular. This information can then be used to make the experience even more authentic and unique as it reacts to each individual customer’s journey.
To make the VR experience smoother and more realistic, head-tracking technology focuses on keeping up with customer movement as they look around the virtual world to ensure the experience remains immersive and the user’s health is protected as it can be dizzying if the display is out of sync with your movements. This is rectified with high response rates that reduce lag and makes the world a clearer and more comfortable experience.
VR is a good way to promote brand products and give customers a new way to enjoy retail, increasing interaction and encouraging sales. The high response rates and tracking technologies that make VR display technology work keep the experiences running smoothly and can only get better from here.