Virtual Reality technology is not relatively new. However, due to its complexity and high entry threshold, it has always been limited to a narrow circle since it requires expensive equipment. However, progress is not standing still, and many companies that specialize in this industry branch are developing more opportunities for frequent use of virtual reality.
More often than not, VR technology creates a digital environment as close to real-life as possible to experience and train special skills, such as flying a fighter jet or practicing surgical skills. However, the advent of VR helmets marked the beginning of an era of technology use in the broader masses, especially consumers. Another step closer to the mass consumer was the offshoot of VR in the form of augmented reality, which provides virtual elements as a superimposed digital layer on the natural world and can be reproduced using a regular smartphone.
Today we will discuss if virtual reality can in any way influence the average consumer and their purchasing behavior.
Virtual Reality Marketing
One of the most common causes of abandoned baskets in online stores is a customer's uncertainty about whether a purchase will fit. VR solves the problem of high abandonment rates and incomplete transactions. The technology allows people to try on clothes. Of course, the buyer won't be able to 100% assess the comfort or size but will be able to see a holistic image visually. The same applies to buying things for the interior or interior finishing. VR will help to understand better and literally see whether it is worth spending money on a purchase.
In addition, brands can expand the format of their marketing campaigns by introducing game elements with VR and AR. As a result, campaign PR specialists will have a wider field of action: production tours, customer challenges, VR catwalks, etc.
With virtual reality, customers can visit facilities virtually anywhere and anytime. So allow the customer to save time - and they will already love you!
Virtual SEO
SEO impacts consumers because it is a way to promote a product or brand online. The most recent technology that has affected this field is augmented reality, which is available to the broader masses.
In addition, your software development partner can develop ways to create more engaging content with VR and AR. Also, improve search engine rankings for geolocation queries, use geofencing to send push notifications to customers, and generally positive impact the brand reputation.
Breaking Psychological Barriers
We live in the digital age, when work, ordering food, shopping, and communicating with loved ones is reduced to the use of technology. The rapid pace of life leads to a lack of time and the desire to go shopping again. Moreover, many shoppers, even if they have enough money, may experience a psychological barrier in communicating with a salesperson, especially in luxury stores. VR eliminates any psychological shyness on the part of shoppers.
Needless to say, the coronavirus pandemic also had a strong impact when governments imposed lockdowns worldwide. Many shoppers could not physically visit stores, even if they wanted to. Virtual reality allows us to create a unique experience for every shopper.
Digital Self-Service
Today's customers want to interact with a brand without intermediaries. Increasingly, they turn to the brand's social networks, online stores, or apps. They no longer need to interact with a salesperson to make a purchase.
If we're talking about direct branded sales, virtual reality is just the way to help the customer journey on their own, without even visiting a physical store. For example, with virtual glasses or a helmet, consumers could visit the showroom of a furniture store, an interior design studio, or even a clothing retailer.
One of the first major retailers to use VR for sales was the heavyweight Chinese retailer Alibaba Group. The company offered buyers a digital experience as close to reality as possible, which even the highest-quality photos and 3D models can never do. VR allowed them to enter virtual stores, twist a product in their hands, and examine it from all sides, positively influencing their purchasing decision.
Conclusions
We are on the threshold of VR gradually becoming an integral part of the business. Most of all, large retailers and luxury brands will use it to create a unique experience for their sophisticated customers. VR removes psychological barriers and influences the buyer's decision-making, giving the experience the closest to reality. Moreover, VR provides the customer with a real-life incident: brightness, interactivity, and impressions.
VR allows consumers to learn more about products by providing high-quality three-dimensional images, interactivity, and telepresence. The pronounced effect is seen through visual and auditory experiences.