Public Relations & Social Marketing Insight

There’s no question that many marketers are thinking about virtual reality (VR).

At a time when it’s harder than ever to capture users’ attention, VR gives brands the ability to create truly immersive experiences. Through 360-degree and VR films, marketers can whisk viewers away to Thailand, take them on the open road in New Zealand, or drop them in the middle of a house party.It’s no wonder that VR has been named one of the top trends that will affect digital marketing in 2017. Yet, VR requires a big investment. And a company must align on goals, strategy, distribution, and measurement plans before launching any VR initiative. 

If you’re among the many brands considering VR as part of your 2017 content marketing strategy, here are helpful data points to keep in mind and possibly build your business case, via this infographic from Marketo and Column Five..

Today, we’re looking at a collection of innovative retailers using these exciting new technologies for maximum impact on their customers. Join us for a 3-D roundup of who’s using AR / VR in showrooms, changing rooms, for in-store entertainment, product information, sales, on mobile apps and much more.

North Face has several augmented and virtual reality applications worth viewing – one is product focused and the other is entertainment. Forbes takes a look at whether virtual reality can save retail and how Samsung is pushing the boundaries in AR. In 10 locations, Macy’s is testing Macy’s On Call, an app developed by IBM and Satisfi. Craig Smith’s Retail Innovation has an excellent collection of profiles of retailers using digital innovations including augmented reality, virtual reality and more. Recommended viewing!

Marxent also has a useful set of e-commerce and bricks-and-mortar examples of augmented and artificial reality used in retail. Wayfair’s new virtual reality app lets customers visualize patio furniture on a deck to help them on the path to purchase. Lowe’s Holoroom gives customers help in visualizing a new kitchen or bathroom in its popular new virtual reality room.

Whisbi highlights  virtual reality storytelling by North Face and virtual test drives by Lexus. M-commerce start-up Spring launched one of the first Facebook chat bots for virtual shopping. Sephora’s new Chicago store mixes old-fashioned makeup fun with futuristic touches including augmented reality and lots of touch-screens. Best Buy is betting big on virtual reality with Oculus Rift and PlayStation VR demos and sales in-store this fall. Finally, Pokémon Go further illustrates the potential for augmented reality to drive local or in-store retail traffic in big numbers. Enjoy your roundup of these retail innovators and learn from their creativity and digital marketing savvy.

For Lowe’s, it was a virtual no-brainer.

Many people can envision a new kitchen, but few can actually visualize it – not correctly anyway. That island ends up taking more space than you thought, and the refrigerator door opens right into the entranceway.

So Lowe’s turned to virtual reality. It created the Holoroom, its self-described “digital power tool for kitchen and bath design.”

Launched in November 2015, the Holoroom enables customers to design their dream kitchens or bathrooms on an app, and then, with virtual reality goggles such as Oculus Rift or Google Cardboard, virtually step into the design.

With this technology, Lowe’s is literally extending the experiential phenomenon of virtual reality from a household word to a retail one. It is not alone. While augmented reality and virtual reality (AR/VR) feel a little futuristic for commerce, big-name retailers are testing the technologies in ways that appear surprisingly simple and adaptable. If these efforts continue, consumers will increasingly come to expect them to aid their purchasing....

Forget trying to design your deck, patio or porch with a drawing. Wayfair LLC is setting up outdoor furniture in another dimension.

The home furnishings retailer launched a virtual reality app to let consumers design an outdoor patio area. Wayfair debuted the app, Patio Playground, last week for consumers with the Oculus Rift 3-D gaming headset.In the app consumers can arrange patio furniture in a virtual setting, see how it looks from different angles and in various types of daylight. Wayfair has 85 products for consumers to place in the patio scene, and they can place up to 15 items in the setting at one time, says Mike Festa, head of Wayfair's research and development lab.

Consumers wearing an Oculus Rift headset can select a pre-configured patio, such as two chairs and a table with an umbrella, and then switch out the products, or they can build their patio layout from scratch, Festa says. ...