Interactive trends • 22.02.2017

A look ahead: Virtual Reality at EuroShop 2017

What’s the actual purpose of virtual retail applications?

Is it all about the fun factor or maybe more about the chance to obtain more comprehensive information? At any rate, the interactive character of these solutions provides many opportunities for the retail sector – both online and offline.

More and more retailers are planning their future with interactive solutions to meet the needs of digitally savvy customers. What might still be a long way off for some is already being utilized in groundbreaking projects. Given the fact that Ikea offers a showroom for example where customers are able to virtually configure furniture in real-time using VR glasses, the potential perspectives are evident – on the sales floor as well as in the online sector.

Ingrid Franov, Corporate Communications Manager at Ikea Communications AB, predicts: “The virtual reality sector will grow rapidly in the next five years. Our customers might first create their kitchens at home and then visit our stores. And they will want to see more of these types of experiences.“

Photo: A look ahead: Virtual Reality at EuroShop 2017...
Source: beta-Web/Scholze

EuroShop reflects this trend: the number of exhibitors, who are actively involved in implementing virtual scenarios at the POS has sharply increased.

At the EuroShop (Hall 18, Booth A21), the exhibiting company Premium Scenting takes a multisensory approach to this topic  – using smells combined with VR elements – to show how customers can be tied to a brand by using emotional triggers.

The Fast Forward Imaging Company (Hall 6 / Booth G24) also presents a virtual reality project for brick-and-mortar stores – among them a wine store, a fashion boutique and a concept store, which were translated into a virtual room. Here, visitors can walk through the retail stores, look at and buy individual products.

Anna Rojahn, founder of Fast Forward Imaging explains, "The most intense experience of the immersive qualities of virtual reality obviously requires a headset. However, even the chance to explore a retail space using a browser significantly changes the shopping experience. It completely alters the emotional experience. Virtual commerce rings in a new era for digital retail."

The major difference between virtual worlds and “simple“ cinematic visuals is the chance for people to interact. This tremendously heightens the experience. For customers, it’s an interactive experience that can strengthen their loyalty to the product and brand. Another advantage for retailers is that these technologies only take up little space on the sales floor in stark contrast to the almost infinite potential of creating spaces on a virtual level.

Photo: A look ahead: Virtual Reality at EuroShop 2017...
Source: Messe Düsseldorf/Stadtmarketing Düsseldorf

What works on the sales floor is also conceivable in online shopping. How about using VR glasses and a special glove with touch sensors, for example, to browse a virtual supermarket and place products from shelves into a shopping cart to subsequently order and pay for them online? The technology for this is already available.

Hans J. Even, Managing Director of TWT Interactive GmbH, says, “Regardless of whether it’s online or offline, whether you use virtual or augmented reality: ’mixed worlds‘  already turn shopping today into a multimedia experience with added benefits. The increasing popularity of cardboards and the variety of service providers will soon also lead to decreases in price. That’s when more people will be able to look at their dream car in their own garage or virtually try out different rims and colors at the car dealership. Virtual reality offers new hardware that fundamentally transforms the customer journey as we know it.“

This year, EuroShop itself also has an experience in store for its visitors. The booth of the Grand Départ Roadshow, which was kicked off to celebrate the start of the Tour de France, offers a virtual bike tour in Hall 5 at Booth J43. Using 360-degree VR glasses and headwind simulated by fans, visitors can drive through Düsseldorf on racing bike trainers.  

This virtual trend is also reflected online at EuroShop.de. Here, you can explore the new 7 Dimension of the trade fair with virtual reality glasses. Visitors of the website can submerge themselves into the various topics, watch videos and interactively inquire about the contents and innovations of the EuroShop world.

Author: Natascha Mörs, iXtenso

related articles:

popular articles:

Thumbnail-Photo: Get your business ready for E-commerce!
30.09.2019   #e-commerce #customer satisfaction

Get your business ready for E-commerce!

E-commerce Berlin Expo 2020 starts on the 13th of February 2020

The E-commerce Berlin Expo 2019 gathered more than 55000 visitors, 150 exhibitors and 45+ speakers taking part in the annual fair. The numbers speak for themselves - EBE has become one of the most important e-commerce events in Europe. However, ...

Thumbnail-Photo: VKF Renzel takes over exclusive distribution of EasyCubes...
23.10.2019   #product presentation #goods illumination

VKF Renzel takes over exclusive distribution of EasyCubes

The sales promotion specialist VKF Renzel took over the sole distribution of the
EasyCubes product presentation system for the DACH region with effect from
23.09.2019

After VKF Renzel was already involved in the successful product launch, this is now the consistent further development. ...

Thumbnail-Photo: Goal: Turning into the ‘Uber’ in foot wear retail...
30.09.2019   #online trading #e-commerce

Goal: Turning into the ‘Uber’ in foot wear retail

Vietnamese sandals brand SADOO eyeing US market with unique business model

SAADO, a popular Vietnamese sandals start-up that has sold 66,000 pairs of shoes and successfully entered four Asian countries within one year, is now eyeing the US market.Set up by Phung Le Lam Hai last year after realizing there is high demand for ...

Thumbnail-Photo: “What do you have that nobody else has?”...
16.09.2019   #data management #digital marketing

“What do you have that nobody else has?”

Exhibitor statements from the halls of DMEXCO 2019 on marketing trends and technology

We from iXtenso were visiting DMEXCO 2019 and looked around for the latest opportunities and technologies for marketers. We asked some companies what makes their solution unique – here are some answers. ...

Thumbnail-Photo: 90+ year-old manufacturer redesigns its stores …...
19.09.2019   #consulting #customer satisfaction

90+ year-old manufacturer redesigns its stores …

… making window and door shopping easier, more personalized and enjoyable

Each year we hear about the increase in online sales, and the talk of the demise of brick-and-mortar stores. But, brick-and-mortar stores aren’t going anywhere – if they adapt. And Pella Windows & Doors is adapting.Rather than ...

Thumbnail-Photo: Return on experience: The new kind of customer loyalty...
12.08.2019   #customer satisfaction #customer retention

Return on experience: The new kind of customer loyalty

US retailers benefit if they keep pace with rapid rise in customer expectations

New research conducted by alternative payments provider Klarna across 2,000 US consumers and 250 retail decision makers, reveals that retailers are struggling to retain their customers as consumers today increasingly have zero tolerance for a poor ...

Thumbnail-Photo: POS TUNING supports Grips&Co
26.09.2019   #sales promotion #product presentation

POS TUNING supports "Grips&Co"

POS TUNING is committed to promoting young talent in the retail

Since the magazine "Rundschau für den Lebensmittelhandel" launched the Grips&Co competition, the annual cult event for junior staff, HR specialists and brand industry has been taking place for almost 40 years. Two days of ...

Thumbnail-Photo: Rewarding customers for sustainable shopping...
29.07.2019   #sustainability #loyalty cards

Rewarding customers for sustainable shopping

Koin Rewards & Fidel bring loyalty and card-linking together

Koin Rewards, the ethical rewards platform built on the blockchain, announced that it has partnered with card linking API Fidel to build a responsible and sustainable rewards program for shoppers.Koin Rewards is working with Fidel to build a ...

Thumbnail-Photo: Mobile shoe closet on the road
27.09.2019   #sales promotion #fashion

Mobile shoe closet on the road

Luxury brand Tamara Mellon with first-ever traveling shoe store

Tamara Mellon, direct-to-consumer luxury brand, is taking their innovative retail concept on the road with the launch of the mobile TM Closet — the first-ever traveling shoe closet.Kicking off in Boston, the TM Closet will be located in ...

Thumbnail-Photo: The POS TUNING Pizza Presenter
24.07.2019   #product presentation #refrigerated shelves

The POS TUNING Pizza Presenter

The presentation solution for round pizzas in the chilling area

At the point of sale, customers can only buy what they see. This is the motto of POS TUNING from Bad Salzuflen, the solution provider for optimized product presentation at the point of sale for almost all product categories.The POS T Pizza Presenter ...

Supplier

APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
VKF Renzel GmbH
VKF Renzel GmbH
Im Geer 15
46419 Isselburg
loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln