Dat virtual reality niet langer voorbehouden is aan de game-industrie, zullen we je niet hoeven te vertellen. De mogelijkheden lijken immers eindeloos: angststoornissen verhelpen, nieuwe medewerkers inwerken of, tsja, porno kijken. Maar dat virtual reality ook steeds vaker ingezet wordt om de shopervaring van consumenten te verbeteren, wist je misschien nog niet. In dit artikel bespreken we de mogelijkheden van virtual reality voor de retail-branche en kijken we welke initiatieven er al genomen zijn.
De mogelijkheden van virtual reality
Anno 2016 draait het in de retail-branche vooral om individualisering. Afgaande op eerdere aankopen en persoonlijke gegevens van de consument, kan steeds nauwkeuriger advies worden gegeven. Dat hebben vooral veel digitale winkels goed begrepen. Neem bijvoorbeeld Zalando Lounge. De shopping club van Zalando ontwikkelde een app waarmee bezoekers tot 75% korting op het assortiment krijgen. Je kunt je zoekopdracht verfijnen op productsoort, maat, kleur en prijs, waardoor je gemakkelijk een leuke outfit kunt vinden. De app geeft gebruikers zelfs persoonlijke aanbevelingen.
Virtual reality is een technologie die zich bij uitstek leent voor het creëren van nóg persoonlijkere ervaringen. Maar minstens even bijzonder aan virtual reality, is dat de techniek de voordelen van digitale winkels combineert met die van fysieke winkels. Waar het strategisch plaatsen van producten en het uitlokken van impulsaankopen tot op heden vooral als voordeel van fysieke winkels werd gezien, maakt virtual reality het voor iedere aanbieder mogelijk om hiervan te profiteren. In een virtuele winkel kan de gehele winkelindeling aangepast worden, en kan het aanbod van de producten zelfs afgestemd worden op de voorkeuren en gewoonten van de consument.
Dat klinkt allemaal wel erg positief; je zou je bijna af gaan vragen waarom de retail-branche zich nog niet massaal stort op virtual reality. Daar zijn twee belangrijke verklaringen voor. Ten eerste beschikt nog lang niet iedere consument (slechts 1%) over een VR-bril. En ten tweede blijft het conversiepercentage tot nog toe hangen op zo’n 2-3%; een percentage dat vergelijkbaar is met dat van online shops. Ter vergelijking: het conversiepercentage bij fysieke winkels ligt tussen de 20% en 40%. Dat verschil lijkt te worden veroorzaakt door het feit dat je in fysieke winkels meer zintuigen kunt gebruiken. Een kledingstuk kun je passen, een muziekinstallatie testen. “If seeing is believing, trying on seals the deal.”
Dat is waar augmented reality om de hoek komt kijken. Augmented reality is een technologie die een live beeld van de werkelijkheid combineert met virtuele elementen. Augmented reality en virtual reality hoeven geen twee losstaande begrippen te zijn, maar kunnen met elkaar worden verenigd. Zo moet het in de toekomst bijvoorbeeld mogelijk zijn een kledingstuk virtueel te passen, of om een simulatie van een tafel die je wilt kopen direct in je huiskamer te zien. Deze techniek staat nog in de kinderschoenen, maar onder andere Microsoft’s Hololens belooft veel goeds.
Welke initiatieven zijn er al genomen?
Binnen de retail-branche wil virtual reality nog niet echt van de grond komen, maar er zijn wel enkele noemenswaardige experimenten geweest. Een aantal best practices:
- Tesco – Tesco lanceerde ruim twee jaar geleden een app waarbij consumenten virtueel door een supermarkt konden lopen. Hoewel het project werd afgedaan als ‘saai’, zou dit wel eens dé manier kunnen zijn waarop we in de toekomst onze boodschappen doen.
- Alibaba – Op het gebied van VR mogen we veel verwachten van internetreus Alibaba. De e-commercegigant demonstreerde vorige maand hoe klanten met een VR-bril daadwerkelijk door een driedimensionale winkel kunnen wandelen en producten kunnen pakken, bekijken én kopen. Recentelijk kondigde de cloudcomputingtak van het Chinese bedrijf ook nog eens een samenwerking met HTC aan. Dat belooft wat.
- Tommy Hilfiger – Een catwalk show van Tommy Hilfiger bijwonen – vele modeliefhebbers kunnen er alleen maar van dromen. Om klanten te laten ervaren hoe dat nou eigenlijk is, installeerde Tommy Hilfiger tijdens de show van 2015 een VR-camera. En dat bleek een groot succes.
- Toms – Een goed voorbeeld van wat er gebeurt als je je klanten wilt laten weten waar je product vandaan komt en hoe het productieproces precies verloopt, komt van Toms. Het schoenenmerk dat erom bekend staat bij iedere aankoop een donatie te doen (het zogenaamde one-for-one principe), neemt je mee op een virtuele tour naar Peru.
Welke initiatieven vind jij de moeite waard? En hoe zie jij de toekomst van virtual reality voor de retail-branche? Laat het weten!
[Bron: DutchCowboys]
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