Three ways virtual reality will transform customer experience

Virtual reality (VR) has been gaining traction in retail recently, with major retailers turning to the bleeding-edge technology as a customer engagement tool.



But how exactly is VR poised to change the ways consumers interact with and buy products from retailers? Here are three key ways.



A full view

Aided by VR simulations, customers can “see” how products will look when used in a broader context. For example, online eyewear retailer Glasses.com offers a virtual try-on app that allows customers to create virtual 3D renderings of their faces. They can then compare multiple glasses and sunglasses side-by-side and share favorites with friends and family via social media and e-mail.



This type of virtual sneak preview has been especially popular in the DIY and home furnishings segments, where customers are buying products and services that may significantly alter their living spaces. While retailers including Home Depot and Wayfair offer different types of virtual reality experiences, as well as augmented reality simulations that place virtual objects into real environments, Lowe’s has taken an early lead in the space.



Lowe’s lets customers view 3D representations of kitchen remodel design elements in store showrooms. In January, the company announced it was developing an app for the new Project Tango virtual reality (VR) mobile platform. And in October 2015, Lowe’s released an upgraded version of its Holoroom VR design and visualization tool that leverages Oculus Rift optic technology in stores and Google Cardboard viewers that consumers can take home



Bring it on home

While currently more of a concept than a reality, it seems inevitable that at some point consumers will be able to browse a virtual representation of a physical store from the comfort of their homes. This could either be a virtualized, real-time simulation of an actual store, or a representation of the assortment of an e-commerce site in a physical store format.



Either way, consumers could browse aisles, inspect products, make purchases, and even interact with virtual store associates (which could either be bots or simulations of human employees). By combining the experience with on-demand delivery, retailers could ensure virtual store shoppers got their physical goods in hand in not that much more time than real store shoppers.



If this sounds far-fetched, consider that every major sports league is publicly making plans to offer this type of virtual game “attendance” within the next couple of decades.



The Information Age

Virtual and augmented reality technology can also serve as a handy means of providing more information to customers who want it. Specialty beauty chain Sephora allows customers to engage with custom content by placing their phone over the images of nine female founders of featured Sephora cosmetic brands in windows and display cases..



Scanning each image will show content options, such as brand founder interviews, product videos, animated GIFs, YouTube playlists and product pages on Sephora.com.



In addition, Lego was an early adopter of using augmented reality to provide extra product information with its in-store “digital box” kiosks that let shoppers hold