Virtual reality is by no means a brand new idea. For decades people have toyed with the concept and dreamed of a future where technology would be available to make the vision a reality.
Fortunately, we are living in that future. Today, VR is used for a wide range of purposes, such as gaming, education, medicine, and space research, fulfilling people’s need to communicate and collaborate remotely.
VR marketing usage examples today highlight how far modern technology has come and how businesses can use it to engage audiences while promoting products/services in a new and exciting way.
For a few years now, Emperia has been leading the revolution of VR retail technology. Developing immersive virtual retail and exhibition spaces for some of the world’s biggest brands, we have been pioneering the future of online retail and eCommerce transformation. Below are some of the milestone experiences we developed over time.
To celebrate the release of their new signature product, the Olympia handbag, Burberry wanted to offer an extraordinary experience to consumers. They initiated a global series of pop-ups with an event held at London’s world-famous store, Harrods. The Olympia bag is “a structured and sculptural bag, celebrating modern classicism“. The Harrods space is the perfect place to highlight the incredible craftsmanship while celebrating its inspiration.
Visitors entering the space were met with a classically-style entrance hall that set the tone for the entire virtual store. With features such as floor-length windows (containing Harrods’ iconic awnings), a realistic digital replica of the Olympia bag, and a 360-degree view to observe the product’s characteristics — the line between reality and virtual reality begin to blur. Potential customers can gain a realistic perspective of the bag’s texture, hardware and subtle details — essentially seeing the product as you would in an actual store.
Targeting Burberry’s VIP clients, the virtual store allowed visitors to communicate directly with store staff via video chat, allowing for a direct connection between the physical and virtual.
As VR marketing examples go, the Harrods X Burberry virtual pop-up is among the most impressive and ingenious. Offering a realistic view of their new product, using a fun and innovative platform combines intrigue with information. While online shopping is no doubt the go-to in the digital age, VR experiences such as this are the future of commerce as it suits the needs of every customer.
Cyberdog is a futuristic, London-based rave clothing store recognized for internet-minded, unique trends. Working closely with Cyberdog, the Emperia team produced a brilliant virtual experience for London Fashion Week that leaned into the brand’s values and creative direction.
Replicating the brand’s physical store, the virtual space became Cyberdog’s new permanent e-commerce website. Cyberdog had a clear theme and scene in mind, which is vital in ensuring people would be motivated to visit their store. It was praised as the world’s first 24-hour VR shopping experience based on an actual store. Then, once Cyberdog presented its digital fashion show, the online store went live. They used the virtual experience to engage and intrigue their customers, then delivered an online store right away to ensure none of their hard work went to waste. One must strike while the iron is hot!
For businesses looking to promote their eCommerce or physical store, a virtual experience is a fantastic way to immerse potential customers while demonstrating your brand’s creative prowess.
Harrods once again played host to a physical pop-up (exclusive in this case) merged with an incredible virtual experience. Dior Beauty required a magical virtual experience to tie in with the festive season, and that’s precisely what the team at Emperia delivered. Combining the virtual and physical spaces, the ‘Atelier of Dreams’ intertwines the brand values and creativity of Harrods and Dior Beauty. As a commerce experience, it ticks all the boxes. Not only are you immersed in an enchanting and visually-engaging environment, but you can directly purchase products off the rack — well, off the virtual rack.
The second floor of the virtual experience — accessed via Dior Beauty’s signature tree — presented visitors with the Exclusive Dior Garden. Visitors could discover a range of limited-edition cosmetics and perfumes within the winter garden setting under a beautiful starry night sky. It also allowed customers to schedule a private in-store showing.
The key to this project was how the virtual space supports and extends to the in-store experience. The inclusion of a virtual element instantly adds interactivity and a sense of intimacy with the brand, not to mention the convenience of purchasing directly from the virtual experience. This demonstrates how VR experiences can benefit your brand image and reputation and boost sales via exciting platforms using the most up-to-date technology. We live in an era where technology is crucial and desirable; this must extend to your marketing efforts and beyond.
This virtual experience extends Harrods’ physical pop-up, celebrating the launch of a limited edition project with Dom Perignon & Lady Gaga. The unique partnership used the event to promote three exclusive products distributed solely by Harrods.
Visitors began their virtual commerce experience in a beautiful, grand crystal palace. Ornamented ceilings and walls catch the eye with a unique icey finish, while the champagne collection is displayed wonderfully with various unique designs. The key with this project was to mesh the two brand’s aesthetics and creative direction while implementing an interactive, personalized factor, aiming to achieve an immersive environment while ensuring an on-brand approach and final product.
Experiences such as this demonstrate the power of meshing VR and eCommerce for a wide range of purposes. Whether you’re launching a new product, adopting a new marketing approach, or want to update your branding to suit a modern audience — VR has both the capability and creative freedom to achieve such goals.
Although you may look at the above examples and assume that VR is best suited for fashion and similar industries, it’s simply not the case. Virtual experiences can cater to businesses’ needs and specific objectives in a vast array of industries. Today’s consumers embrace technology and the convenience and excitement it offers, even with something as traditional as shopping. In a virtual world, there are no boundaries. This allows you to create the impossible, achieve the unachievable, and engage audiences previously out of reach.
Working with the team at Emperia, you can create realistic, customized, and immersive virtual spaces to benefit your business goals. The VR marketing examples above don’t just look good; they offer serious advantages to businesses in need of exciting ways to promote and sell products while relying on data usage and virtual experience optimization. By allowing customers to enjoy a virtual experience that encourages discovery and brand storytelling, one boosts online sales and builds true brand loyalty.
Would you like to learn more about how VR technology and experiences can benefit your business? Get in touch today to discuss your requirements and find out how VR can improve your marketing and commerce capabilities.
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