In an ultra-competitive sector, XR enables brands to stand out from the crowd and create memorable customer experiences.
Crédits photos : Freepik (AI-generated image)
Laval Virtual conferences are for those who wish to better understand immersive technologies. Five half-days are planned, covering a wide range of VR/AR topics. In the session “Delight your customers with XR” occurring on Friday April, 11, professionals from the retail sector as well as XR solutions suppliers will debate on the use of technologies for commerce. How are virtual worlds and XR transforming brand marketing strategies? Laval Virtual gives you insights on the evolution of immersive commerce.
Commerce in virtual worlds: experiential marketing at its peak
In the retail sector, competition is fierce when it comes to promoting products. Brands must continuously innovate to stand out but also to build customer loyalty. In this race, virtual worlds appear as the ideal exploration ground. With V-commerce, you can create exclusive shopping experiences and the connection between the brand and the clients is easier.
Create a memorable customer experience with V-commerce
When virtual worlds emerged, we used them to organize events and work meetings. Over time, some professionals saw their potential of development and transformed them as a marketing tool.
One of the first advantages compared to a traditional immersive experience is interaction. In the metaverse, users can embody characters, interact with each other and even do activities. Virtual worlds have given rise to a new kind of experiential marketing, creating a special bond between customer and brand.
For the brands, using the metaverse in their communication strategy is an opportunity to make an impression; By making a unique customer experience, the brand creates surprise and becomes memorable through this action. It’s an undeniable advantage when you know that competition is fierce in the advertising world, forcing you to constantly innovate.
As a result, international brands have jumped on the bandwagon and initiated partnerships with online platforms. For example, Nike and Gucci created their own virtual world with Roblox. Therefore they attracted a younger audience and brand visibility climbed by 30%.
Build customer loyalty with the metaverse
V-commerce, which is commerce in the virtual worlds, is also an asset to build customer loyalty. The interactive model of the metaverse enables you to connect with your audience in a unique and exclusive way. Brands can create their own community.
By interacting with clients, a feeling of attachment will emerge, which will boost sales later on. According to a study conducted by GetApp, “45% of consumers say they are more likely to buy from brands offering immersive interactions” (source: ORSYS).
The metaverse is a small revolution in online commerce. Thanks to virtual worlds, you can reproduce in-store experience. V-commerce is becoming more engaging than e-commerce. If the client can be an avatar and walk around a virtual store, the experience is more complete and fun than just scrolling through an online sales site. With the metaverse, you can recreate the social aspect of traditional shopping.
XR to enhance brand image
In addition to the metaverse, XR has long been the technology of choice for brands wishing to create striking, innovative marketing campaigns. Indeed, virtual reality and augmented reality have rapidly demonstrated their advantages in enhancing the customer experience, but also in offering exclusive content.
Improved shopping experience with VR/AR
Among the most known and spread uses, there are virtual visits in the real estate sector. With a virtual reality headset, the user can remotely walk around an apartment or a building. It’s particularly useful for presenting architectural projects in advance, or for visualizing a building that hasn’t yet been built.
As for augmented reality, the world of home decoration and furniture sales has benefited from the advantages of data visualization. Major international brands such as Amazon and Ikea have used AR for e-commerce. Online customers could visualize a decorating element in their own interior. The client could make a more informed and easier decision.
These uses have long been dominant in the retail sector. Today, the trend is evolving and experiences are becoming even more immersive. One example is the emergence of virtual retailing, which involves creating 100% virtual stores. In 2023, clothing brand Lacoste presented its summer collection in a digital shop.
Brands have fully integrated immersive technologies into their sales strategies. Using them is the best way to stand out from the competition and organize unique marketing events. In this spirit, carmaker Kia used Varjo’s virtual reality headset to launch its new car model, the EV9. The aim was also to associate a notion of innovation with the brand.
Customer satisfaction at the heart of sales challenges
One of the major challenges for brands is to maintain a good reputation and an impeccable brand image. One of the keys to this is customer satisfaction. Immersive technologies also have a role to play here. Several companies have come up with innovative solutions to improve customer relations.
Augmented reality has long been a tool for brands. Many of them have collaborated with the social network SnapChat, which offers AR filters. Examples include luxury brands Versace and Cartier. For instance, the filters could be used to create “try-on” experiences. Users could virtually try on clothes, shoes, lipsticks or even hair colors. This new way of testing products had two objectives: to reach a younger audience and to reduce online returns.
This is also the case for Mercedes, which has launched an augmented reality assistance tool that helps drivers identify problems by reading the dashboard. The German automaker actually announced an update to its software, called AskMercedes, at the last CES in January 2024. The tool now features a virtual assistant powered by generative artificial intelligence.
AI has also changed marketing methods. First, there was the emergence of virtual influencers. Then came new solutions for managing customer relations and optimizing merchandise inventories. All these uses will be discussed and debated at the conference session “Delight your customers with XR” during the Laval Virtual trade show from April 9 to 11, 2025.
