Virtual reality is becoming part of the mainstream: be prepared

Virtual reality, for decades a sci-fi fantasy, is shortly to become mainstream. In this new era of immersive experiences, our industry needs to be planning for VR.

Facebook, Google, Samsung and HTC have all heavily invested in VR. Make no mistake, this time around it is going to be huge. In fact, if supermarket chains and fmcg brands don’t start considering VR as part of their toolkit there’s a real chance they could be scrabbling to remain relevant.

Within retail, VR looks set to have five key applications: direct purchase, contextualised product experiences, inspirational brand experiences, retailer/brand research and sampling.

Direct purchase/virtual shopping will naturally evolve, taking people closer to real-life experience. Last year Tesco showcased a VR demo where users browsed a virtual supermarket. It hints at the brand’s willingness to find alternative paths to purchase.

The nature of VR is to transport the user somewhere they can’t go, so it’s ideal for contextualised product experiences. Trying out a virtual product, either in a store or from home via the internet, is a great way to build desire. Lexus’ VR Experience allows participants to customise their dream car and test drive it. Supermarket shoppers could shortly be using VR to try on outfits without the hassle of undressing.

Creating unique experiences that have real ‘wow factor’ boosts the emotional connection between brands and consumers, forging loyalty.

Using VR for shoppers to test out new layout, ranging and merchandising configurations will be par for the course. Dwell and gaze times could be recorded and, with the addition of hand tracking tech, researchers could learn which brands and placements deliver most value.

Pushing the boundaries of VR, sampling could be revolutionised with digital taste offering shoppers the chance to virtually try new product variants. Taste is probably a few years off, but scent has already been used.

As headset technology becomes more mainstream, I’m expecting a big fmcg brand to create an innovative VR campaign within a year. The weekly shop is going to get interesting.

Rob McFarlane is director of Head Labs