An immersive experience takes a consumer into another world which allows them to manipulate and interact with their digital environment. The two most common types of immersive technologies are Augmented reality (AR) and virtual reality (VR) – both subsets of the new term XR; Extended Reality. Augmented reality uses technology to add a computer simulated layer of information on top of the real world. AR is thought of as an enhancement rather than implementing a whole new virtual world like VR. Virtual reality takes the consumer inside a digital simulation that they can interact with, stimulating as many senses as possible, usually using special hardware to do so.
Recent reports highlight customers are 86% more likely to pay more for a product when they feel they have received a great customer service. So how exactly does an immersive experience improve customer experience?
Modern consumers are becoming increasingly reliant on digital tools to help complete purchases. Immersive reality offers a new way of shopping, where we can browse, purchase, and get real time assistance from anywhere in the world. Shopping experiences are no longer limited by time or location. This inevitably results in more sales for your business as the logistical hassle has been eradicated from the consumers shopping experience. Essentially customers are far more likely to browse and purchase products that they otherwise wouldn’t.
In addition virtual reality now gives users a more realistic level of the optimum experience meaning that potential consumers can relate to what they are seeing on an emotional level. Marketers can tailor and develop exciting, suspenseful, and even scary VR or AR campaigns when presenting their new products. Successful marketing campaigns often tap into a particular human emotion, nudging consumers towards a purchase as they strike a balance between practical and emotional. Some excellent examples include Nike’s use of VR in their flagship stores to show how their products are made; Ikea’s use of the Place app to see how furniture looks in your home; Apple’s move to bring their physical retail stores home during the pandemic to showcase their products from the comfort of your lounge or bedroom!
How is immersive experience working in specific industries?
Automotive
Immersive technologies and car retail are a perfect match. Car purchases are one of the biggest economic decisions we make outside of buying a house. Immersive experience whether it be physical showrooms or an online environment can be a great tool in helping customers visualise personalised versions of their vehicles. Audi and BMW have already introduced VR experiences into their showrooms, allowing customers to scrutinise every detail of their potential purchase, by customising cars with different colours and styles.
Architecture
The beautiful thing about immersive technology being implemented in the architectural industry is that you are able to walk around a completed and polished version of your home before a brick has even been laid. This has been shown through BBCs own show, “Your home made perfect.” The show records two architects who compete using virtual reality to remodel a home.. Having the ability to bring a 2d drawing into 3D can drastically improve the client relationship as the virtual experience can illustrate what the finished product will look like with accurate precision, leaving the customer far more satisfied. It is understood that 35% of architects use at least one form of mixed, augmented or virtual reality, with many planning to expand their use of immersive technology in the near future.
Fashion and retail
The online shopping world has overtaken the high street in the last few years. Augmented reality can aid a consumer in making a purchasing decision online with the development of virtual changing rooms. AR experiences such as the see my fit app by asos allows customers to view different versions of clothing on avatars that closely resemble their own body shape.
If you are looking for insight relating to your XR projects, from market landscaping to supplier selection or product development, we would love to discuss your requirements. Please contact us at hello@tkm-consultants.com
Author: Aman Dhaliwal