The future of shopping. Benefits of Virtual Reality in Luxury Retail
In the highly digital world in which we live today, where mobile and e-commerce are the big favorites, it is a big challenge for many luxury retailers to attract consumers to the stores. But interestingly enough, new technologies can become great allies of brands, allowing them to attract their audiences and provide them with a unique shopping experience. One of the technologies that are increasing its presence in the retail sector is virtual reality. Becoming more relevant again in recent years, this technology represents a great opportunity for the sector, since it generates a new and exciting way for consumers to interact with products at the point of sale.
Some of the key benefits retailers can get from virtual reality include:
Strengthening brand image
VR technology allows brands to get closer, in a much more personal way with their audience. YSL, one of the biggest luxury brands, launched a campaign for their perfume incorporating VR technology that allows viewers to enter the world of the brand, get behind the scenes and discover all the shooting locations.
Increasing sales
Not only is virtual reality a unique way to get potential new buyers to the stores, but it can also have a big role in the buying desition process. For example, Jaguar added the virtual reality element to their dealerships by allowing potential buyers to see the interiors of vehicles and play around with personalization options helping them make desitions.
Enhancing the shopping experience
One of the primary benefits is this technology is the ability to improve the shopping experience. Virtual reality offers retailers new ways to interact with their consumers. Dior used VR lenses at several points of sale to showcase their new collections at the store, and while consumers shopped they could also get a front row seat to enjoy their latest fashion show.
In the end, incorporating these new technologies can help brands connect with their consumers in a unique and innovative way that will allow them not only to generate sales but to create brand loyalty.