The traditional 'path to purchase' strategy used by marketers to target consumers is dying a slow death. Superfast connectivity is transforming the shopping experience as we approach an omni-channel era of retail. Shoppers already use smartphones, PCs, laptops and tablets to research brands and products, the next step being to immerse themselves and experience the product in ultimate ‘try before you buy’ fashion.
A recent study by Cisco illustrates how immersive, in-store shopping experiences catch and also keep tech-savvy consumers, as in this technology-driven tipping point of retail, the connected consumer has a thirst for immersive content and a truly personalised experience. We already see this happening with augmented and virtual reality technology like Google Glass, offering amazing ways to enhance the digital retail experience. From trying on your favourite outfits, to exploring sandy white beaches for your next holiday to even test-driving a Ferrari: virtual reality (VR) makes all things possible.
Devices such as the Oculus Rift, social virtual reality world Second Life and VR apps including Google Goggles are not only taking over the imagination tech enthusiasts, but also shaping the future of marketing and the consumer experience. There are some niche players in the field already and the fashion industry has been pioneering the use of VR in their marketing strategies, by building virtual fashion stores and 3D avatars (virtual humans) to help with clothes designs, and even virtual changing rooms, as used by fashion retailers Marks & Spencer and H&M. Luxury menswear house Ermenegildo Zegna created an immersive shopping experience in which consumers can navigate around the virtual store, view product details, see items on a model and add them to their shopping bag.
It remains to be seen where virtual reality will end up, but marketers must accept the shift in consumers' behaviour in their day-to-day lives; the connected consumer is always on and has a thirst for personalised content. Immersive experiences are the key to building long-term relationships with customers, push notifications and mobile ads with little context are simply not enough and will only result in short-term engagement. Virtual reality is the start of a whole new way of brand storytelling…
By Henry Stuart, founder of Visualise.
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