Consumer Brands Turn To Virtual Shopping Experiences For Personalised Brand Experiences
Forget the "Metaverse is over" babble, there's plenty of life in the virtual shopping experience for global consumer brands. Here are six use-cases (J&J, Maybelline, Alo Yoga, Corona, Crocs & Dyson).
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Competing For The Attention Of The Digital Generation
In the rapidly expanding realm of global e-commerce, where sales are projected to reach a staggering $6.3 trillion this year, consumer brands are engaged in a fierce battle for market share, consumer engagement and customer loyalty. To build brand value, gain a competitive edge and differentiate themselves in a crowded market, global consumer brands are embracing emerging technologies.
For this week’s member’s column I’m looking at the real use-cases in immersive virtual commerce experiences. In other words, shopping in the metaverse.
Now, for those of you who have just seen the “m” word and are rolling your eyes, bare with me. Because global brands are spending real dollars on building virtual experiences, whatever you chose to call it. The reason is simple, because the likes of you and I (and I’m assuming you’re no longer at school) are not the target the audience. They’re not doing this for the generations who like the tactile experience of shopping. They’re doing this for the next generation of buyers who are totally at ease in a digital existence. They wouldn’t know a conker if you gave them one.
Don’t just take my word for it either. Take Patrice Louvet’s (the CEO of Ralph Lauren.)
“The media headlines have moved on, but the consumer has not,” Patrice Louvet recently told Bloomberg. “We are investing in the metaverse. We want to be where our consumer is. That’s where the younger population is. That’s where they want to engage with brands like us.”
At the core of this retail revolution lies the synergy between AI technology and the widespread popularity of online gaming, a $200 billion global market in its own right. Artificial Intelligence is being leveraged to create immersive, engaging and exciting virtual stores quickly and cheaply.
To give you an idea, virtual stores can be generated by AI in a matter of hours. AI is used to enhance and optimise immersive digital shopping experiences by including generative content like images, text, and music, effectively bringing these experiences to life.
As for costs, there are hardly are any using this approach. No more sending professional photographers and models to glamorous locations for photoshoots and content creation. Or hiring professional copywriters to create engaging copy to promote products.
When beauty brand Elizabeth Arden created their virtual store to showcase archival photos, they used DALLE-2 to edit existing imagery and optimise the historic content to fit the modern context of a virtual store in an automated way.
ChatGPT is being used extensively to generate informative product descriptions and scripts for branded avatars that engage with shoppers within the virtual stores. AI-generated music libraries contribute to an immersive auditory experience without the need to pay licensing fees for copyrighted hits.
The point is that by eliminating expenses related to human talent, consumer brands can allocate their resources more efficiently, reduce their time to market while still building a compelling immersive experience.
Personalisation Is The Difference Between Physical and Virtual
The true power of AI lies in its ability to enhance the immersive shopping journey by introducing engaging and personalised features that drive session time and customer satisfaction. When Babylist, an online baby registry company, created a virtual store, they included an AI-powered baby name generator. By inputting a baby’s due date, the AI algorithm considers a curated set of names of individuals born on that day, presenting the shopper with a personalised list of potential girl, boy, and gender-neutral names based on astrological signs.
This gamified feature highlights a unique feature of virtual stores: personalisation.
This is a feature that’s really hard, if not impossible to replicate in a physical store. However, in the consumer brand’s virtual store, personalisation is not only doable, it’s an essential part of the immersive experience, creating engaging and dynamic content for consumers at a higher efficiency rate.
To be clear, what I’m talking about is making each individual shoppers experience of the virtual store different!
The differences can be stark or subtle and go way beyond simply knowing your name, likes and physical appearance. The models will match your physical characteristics. If you support Man City the store won’t use Marcus Rashford for promotion. The options for personalisation go on.
This is all made possible by the advances in 2D to 3D rendering, and even text to 3D rendering, enabling consumer brands to build dynamic virtual store experiences. These platforms will dynamically render the entire virtual store environments in real-time, providing personalised experiences for each individual consumer.
A key enabler of this trend towards virtual stores is 5G. As network speeds continue to accelerate and the graphics processors in our phones become more powerful, the next generation of the internet will be characterised by 3D immersive experiences that closely resemble the real world.
According to Obsess, the leading platform for virtual brand experiences and stores, there’s a 10x improvement in time spent online in a virtual store compared to a traditional 2D web store. In the coming years, every brand with an e-commerce store will undoubtedly embrace a 3D immersive version of its online presence.
Who Are Obsess?
Talking of Obsess, they are a San Francisco based, virtual reality company started in 2017 to create immersive 3D virtual stores and experiences for brands and retailers. They’ve raised over $100 million in funding from investors such as Sequoia Capital, Accel Partners, and Thrive Capital.
Obsess have built over 200 virtual stores for an impressive list of consumer brands that includes, Nike, Adidas, Fendi, Johnson & Johnson, Maybelline, Dyson, Armani, Mattel, Revlon, Ralph Lauren, Tommy Hilfiger and Sephora.
The key to Obsess’ success is that they have built a technology platform specifically for immersive 3D environments. These are both realistic and interactive, giving shoppers a true sense of being inside the store as they walk around, browse products, and interact with them in a way that is not possible with traditional e-commerce.
Using their virtual store builder platform called Ava, consumer brands can design and build their own virtual stores, add products to the space and enable clickable content like in-scene videos, social media integration and branded avatars. Obsess make their money through a SAS business model, charging subscriptions to use their platform.
As virtual reality shopping grows in popularity, consumer brands are incorporating product launches, fashion shows and new season showcases into their virtual spaces. For example, at this year’s Metaverse Fashion Week, Tommy Hilfiger debuted a multi-metaverse hub powered by Emperia with participation from DressX, ReadyPlayerMe, Spatial, Roblox and Decentraland.
Virtual Store Use Cases
1. Johnson & Johnson Metaverse Experience
Johnson & Johnson's skincare brand, Neostrata, launched an innovative and immersive virtual experience to introduce new consumers to the brand. The virtual experience was designed to be a journey through the science of skincare, aimed at empowering shoppers through education and personalised product recommendations.
The virtual experience was multi-floored and play-centric, bolstering storytelling through contextual environments and interactive content. Visitors could explore the different ingredients in Neostrata products, from retinoids to Vitamin C, and learn how popular skincare ingredients would impact their skin concerns. On the top floor, a virtual skincare avatar concierge welcomed shoppers to learn how different environments affected their skin. Users could virtually enter different Environment layers to learn how they could protect themselves against elements such as air pollution and the sun. They could then test their newfound knowledge and unlock special offers such as discount codes and free products with purchase.
In the tranquil, spa-like Lifestyle layer, users could learn how different lifestyle choices affected their skin. By answering a series of questions correctly, visitors could earn free items or discounts on their next purchase. Additionally, visitors could take a custom quiz to address their skin concerns and goals, and receive product recommendations tailored to their individual needs. Users could access the quiz in the gift shop, where another avatar guided them through the shop.
The experience was designed to be personalised, allowing visitors to receive customised product recommendations based on their individual needs. This feature made the virtual experience unique and set it apart from traditional physical stores. The immersive virtual experience empowered consumers with increased education and personalised product recommendations, making it easier for them to make informed decisions about skincare products that would work best for their unique needs.
2. Alo Yoga Immersive Store
Alo Yoga launched an innovative virtual store that allowed customers to shop its latest collection in a 3D immersive environment. The virtual store was accessible on desktop, mobile, and VR headset, giving users the freedom to experience the store from anywhere they wanted. The experience felt similar to in-store shopping, allowing customers to explore the brand's diverse collection of cult-favourite products in a variety of colours.
One of the most unique features of the Alo Virtual Store was the virtual closet, which allowed users to mix and match tops and bottoms from the latest collection to create their own custom looks. Once users had created a look they liked, they could add it to their cart and checkout. With the e-commerce integration built into the store, the checkout process was seamless and frictionless.
The immersive store was loaded with exclusive content, including yoga and meditation classes, and a beauty bar for gua sha and face yoga routines. Content previously only accessible through their paid Alo Moves platform was available for free, only in the virtual store. This was a great way to reach and engage the brand's loyal fan base.
Alo Yoga showcased their virtual store at their 2023 New York Fashion Week event, providing an escape from reality at the event. The experience was transportive, particularly for the meditation videos on the terrace set in the mountainside, which served as a stark contrast to the New York winter the event was hosted in IRL.
3. Corona Virtual Experiences
Corona created a unique and immersive virtual experience that allowed users to explore the brand's products and engage with it in a fun and informative way. The Virtual Clubhouse and Ticket to Summer Virtual Experience offered visitors a chance to learn about Corona's signature products and flavours, play games, and shop for merchandise. The experiences were filled with interactive features and content, making them engaging and enjoyable for users.
In the Virtual Clubhouse, visitors could join Corona at a beach-side resort with a number of amenities, including a bar, golf course, and gift shop. Users could keep their game light and their memory sharp with a matching game out on the green. When they matched the branded golf balls, they could win a discount code to be used on apparel and accessories. Visitors could also find simple summer-inspired cocktail recipes to try at home and discover their drink of choice that season. The bar also served as an educational forum, with hotspots providing users with quick Corona facts.
Visitors could head over to the gift shop to buy exclusive apparel and accessories in collaboration with Travis Mathew and get tips from golf pro Manolo Vega. Vega shared his expertise as a PGA Tour pro through video clips embedded in the experience. The Virtual Clubhouse featured a chance for visitors to win a beachside stay and tickets to the 2023 U.S. Open tournament, coinciding with the PGA tour. The grand prize winner for the featured sweepstakes won 4 tickets to the U.S. Open and an all expenses-paid 5-night trip to Los Angeles along with £4,500 in spending money. Other prizes included various Corona merchandise and golf apparel.
In their Ticket to Summer Virtual Experience in partnership with Major League Baseball (MLB), visitors could embark on an adventure-packed vacation sponsored by Corona. Similar to the Virtual Clubhouse experience, consumers were able to shop and learn about signature Corona products and merchandise, play games, and enter exclusive sweepstakes. Users could score 2 tickets to an MLB 2023 regular season game with two limited-edition baseball hats from New Era, a travel package worth £2,800, or £400 in concert cash in collaboration with Live Nation–one lucky winner would win all three bundles in their grand prize. In the virtual experience, the official cerveza of Major League Baseball also allowed fans to get up to bat in the Home Run Derby Game and hit a home run or two on the field.
4. Maybelline Virtual Loft
Maybelline has taken its brand and beauty expertise to the next level with its immersive Virtual Loft, powered by Obsess. The Virtual Loft is an interactive virtual store that provides users with a fun and engaging way to explore Maybelline's wide range of products, get inspiration, and connect with other beauty enthusiasts.
The Virtual Loft is packed with engaging features, such as a before and after modal that demonstrates the power of Maybelline makeup and the ability to virtually try-on lipsticks to find the perfect shade. The virtual try-on integration is powered by ModiFace, which allows users to find their perfect lipstick shade in the Shade Studio and see how different products transform their look. Additionally, the loft offers a variety of tips and tricks for applying makeup, making it an excellent resource for beginners and pros alike.
Maybelline has partnered with beauty retailer Lookfantastic.com to make its bestsellers and latest launches available for purchase directly from the loft. The virtual store features a wide variety of products, from foundation to lipstick to eyeliner, and shoppers can browse by product type, color, or collection. The Virtual Loft is equipped with innovative features in every room to enhance consumers' shopping experiences, putting Maybelline's hero products and latest launches within reach.
In addition to its engaging features and shopping convenience, the Virtual Loft also offers a chance to join Maybelline's exclusive fan club and connect with fellow beauty lovers. Community members get access to different sample promotions and more. To join, visitors to the loft can simply take the in-store quiz consisting of eight questions found in individual hotspots throughout the store.
The Maybelline Virtual Loft is an excellent example of how brands can leverage emerging technology to create immersive and engaging online experiences.
5. The Dyson Virtual Experience
Dyson, the British technology company known for its innovative vacuum cleaners, hair dryers, and other home appliances, launched a virtual store to offer an interactive 360 product experience for users to browse Dyson products in a fully immersive and educational way.
The virtual flagship features the brand’s Hero Collection, containing the brand’s most popular products, including their cult-favourite cordless vacuum cleaner, the viral Dyson Airwrap, and the Pure Cool Link air purifier. In the experience, users can shop the products, learn about their features, and watch videos of them in action.
More than just an interactive shopping destination, the virtual store is a convenient way for users to learn about Dyson’s products and find the right ones for their needs, empowering shoppers to make informed decisions. Dyson’s 360 product experience highlights their iconic engineering and provides users with more information around their innovative products such as how they are designed and their unique features.
With extensive product information and the use of VR and AR technology, shoppers can better visualise the behind-the-scenes functionality of each item and explore them in a modern and interactive way. For example, users can see how the Dyson V11 Absolute vacuum cleaner uses cyclone technology to remove dirt and dust from carpets and hard floors. And how the viral Dyson Airwrap styler uses ionic technology to style hair without heat damage.
Immersive experiences are a powerful educational tool for products as they allow users to interact with the products in a realistic and engaging way. And whilst this particular brand has less appeal to a younger demographic than, say Nike or adidas, the point is that Dyson, an emerging technology company themselves, are building valuable insights for the time when their products are appealing to the next generation of buyers.
6. Crocs opens metaverse store with Saweetie
Crocs are a consumer brand that has been increasing activity in the space between physical and virtual retailing. The company launched a global partnership with Bitmoji, the platform for creating personalised digital avatars, allowing customers to outfit their Bitmoji avatars with items from a digital collection of Crocs shoes and Jibbitz charms.
Crocs also partnered with buy now, pay later platform Afterpay to reveal an exclusive collection of Jibbitz charms at a Times Square digital "Dropshop" augmented reality-based shopping experience during the September New York Fashion Week event. Customers could use Snapchat to virtually try the Jibbitz charms on a pair of Black Classic Crocs before the Dropshop event, via a new Afterpay Snapchat Lens.
In their latest venture, the specialty footwear brand collaborated with rap music artist Saweetie to launch an interactive virtual store. The virtual store provides a 3D immersive experience featuring a digital avatar of Saweetie, which welcomes customers and invites them to explore the immersive environment. Already, the metaverse store experience has driven double-digit engagement rates for Crocs across social media platforms, outperforming digital benchmarks.
Crocs' Chief Marketing Officer, Heidi Cooley, said, "We maintain brand momentum by growing and evolving with our consumers, and delivering consumer-first experiences. This allows us to pursue innovation and authentic consumer engagement through a digitally-led social-first lens."
Given the success of the virtual shopping experience launch, Crocs is planning to focus on creating more immersive, digital-first customer experiences. The brand aims to give customers interesting reasons to engage and come back to the brand.
About The Author
Rick Huckstep is a writer, podcaster and YouTuber with a passion for emerging technologies and the way they will shape tomorrow’s digital world.
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