Image source: SMG
A new project for New York-based lifestyle retailer The Line is taking virtual reality (VR) from the realm of immersive marketing into engagement with the potential for direct monetisation.
Displayed via a pop-up at advertising festival Cannes Lions in June, the concept, devised by multinational brand experience agency Sapient Nitro, allowed attendees to virtually tour and shop ‘The Apartment’ – a residential-style furniture store.
Visitors were able to explore the store remotely which, according to the brand, was designed to combine the ease of e-commerce with the thrill of real-life shopping. Using Samsung Gear headsets, 360-degree motion-tracking video technology allowed users to virtually roam the apartment. They could access information about each product simply by focusing their vision on diamond shapes overlaid above them – placing items into a virtual shopping basket with a tap on the side of their headset. Once they finished exploring, all of their choices appeared in a basket, taking them through to the checkout.
Such immersive contextual shopping experiences will continue to boom in value. According to Digi Capital, a US digital advisory agency specialising in augmented and virtual reality, VR is predicted to grow from $4bn in 2015 to a market value of $30bn by 2020.