Retailers are looking into virtual reality and wondering what’s in it for them and when should they jump in. Should you invest in a shopping experience where a virtual person tries on virtual clothing?
Let’s be clear on one thing: When you start using 360 and VR to engage your audience on a regular basis, it’s important that you will be able to test different ideas to see what works best with your customers. This means that you want the average cost of a story to be closer to a thousand dollars rather than a hundred thousand dollars.
Secondly, when you invest time and money in creating a virtual store, you want to maximize reach, and make sure that the people who don’t happen to have their VR headset handy, can still view the story on their laptop or mobile phone. 360 images can be easily shared, and viewed on desktop and mobile, bespoke virtual reality implementations can’t.
Most brand and retail-related 360 and VR examples are still more about sharing the brand’s story than actually driving conversion. But why shouldn’t you have both? Annotating 360 photos allows users not only to experience an environment, but to interact with it and take action.
Here are three use cases for a virtual store using 360 images: