How can virtual reality enhance the in-store experience?

As advances in technology open new ways for brands to engage customers, virtual reality is the latest platform promising to make waves up and down UK high streets.

Gill Worby at Virgin Media says: “Virtual reality is an exciting way for brands to build relationships with customers and create completely new in-store experiences.

“Creating quality 360-degree or 3D virtual reality content requires strong vision and an appetite for innovation, but it can allow retailers to operate on the cutting edge of technology and set themselves apart.”

No disruption

However, Worby stresses that virtual reality needs to be used in a way that complements a retailer’s existing marketing strategy, rather than disrupting it.

“Retailers need to consider how and why they’re using virtual reality and be confident any experience they create complements their marketing and communications and in-store strategies,” she says.

“Virtual reality can deliver a host of benefits, from creating fanfare and footfall to boosting dwell time and generating digital buzz, but delivering impact will require a solid purpose for innovation.”

For many retailers, the most effective way to capitalise on virtual reality technology to drive footfall and sales may not be immediately clear. Nevertheless, those that offer a unique in-store experience could see a whole host of benefits.

“As virtual reality moves through the early adopter stage, and the technology gets even more powerful, the winners will be those who combine the best activation and delivery of digital experiences based on the clearest strategies and use cases,” says Worby.