Tag Archives: personalization

How Virtual Reality Could Shake Up Retail Experiences

Written by: Eric Fransen
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I have a confession to make. I wasn’t always a believer in virtual reality. I thought it was the latest tech fad, with everyone trying so hard to make it happen.

Gamers are in the middle of the Virtual Reality Rebirth with Playstation VR (formerly Project Morpheus), Oculus Rift, Google Cardboard, and others. You can’t talk about the future of the gaming industry without discussing virtual reality. Want to ride a virtual rollercoaster? What about a survival horror experience? You got it.

Yet, none of it was speaking to me in a way that caused me to say “THIS is the future…” until I tried the HTC Vive with Steam VR. It was eye-opening to say the least. For the first time in my life, I actually felt like I was completely immersed and present in a virtual world.

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HTC Vive taught me everything I know about digital kitchens.

To try and describe my experience with the Vive would not do it justice. It truly must be experienced to comprehend how realistic it is. In the demo that I tried, I watched as a full-scale whale swam by me on a sunken ship, I painted in 3D space and could walk through my creation, I cooked a meal in a kitchen, and I tried to repair Atlas — a robot from the beloved Portal series. It was incredible. TL;DR I’m a believer.

So how does this come to life in retail?
The possibilities are endless. With flexible VR tech like Google Cardboard and other smartphone-enabled opportunities, retailers can create simple, lightweight experiences designed to be used remotely or to enhance the in-store experience. With more sophisticated tech like the HTC Vive that requires a substantial footprint, there’s an opportunity to create in-store engagements that transport consumers into virtual worlds where they can experience products firsthand.

Here are a few ideas of how this could come to life:

Design: Stores like Bed Bath &¬†Beyond or Home Depot could create an interior design experience¬†where consumers virtually build their dream house using products available in the store. Once the design is complete, they’re provided with a shopping list of the appropriate materials.

Outdoor: Outdoor stores like REI could create experiences that allow consumers to try out the gear in the context of amazing locales like Yosemite, the Grand Canyon, and even Mount Everest.

Fashion: Stores like Forever 21 and H&M could allow customers to model various clothing items on avatars modeled after their body types. This could extend to unique designs and colorations to be custom-made for the customer.

But why does this matter?
As I’ve touched on in a previous post: personalization (or perceived personalization). Virtual reality offers the ability to completely personalize the experience for each customer. It affords flexibility and immersion in the shopping experience like never before. In many cases, it’s going to be the closest consumers can get to trying out products without actually trying out the product. The possibilities are endless.

Prediction: Perceived Personalization

Written by: Eric Fransen
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It was sometime between my first battle with an Uruk captain and overthrowing my first war chief that I realized something was special about Middle-earth: Shadow of Mordor. While the gameplay itself was fantastic, it was something in particular about the game’s enemies that struck me. Each Uruk had a unique name, appearance, and set of weaknesses, strengths and fears. Each Uruk had its own personality that was only present in my game. If I fell in battle to one, he made sure to let me know the next time I saw him — in alarmingly specific detail.

This is all thanks to Monolith’s Nemesis System. What the Nemesis System has managed to accomplish is something extraordinary — and noticeably lacking in many other of its AAA game brethren: perceived personalization. It wasn’t a matter of going after these Uruks because the game said I had to — I went after them because I wanted to. For sweet, sweet vengeance. It was no longer purely a game mechanic. It was personal. It was as if I KNEW the Uruk and he existed purely to antagonize me and make my life more difficult. All of this made it that much more satisfying by the time I was able to exact my revenge by parting his head with his shoulders.

So what does this all have to do with digital marketing? Everything.

You see, Monolith has stumbled onto something utterly brilliant. Mechanics that go a long way in making you, the consumer, feel like you’re having a completely unique experience. At its core, the Nemesis system is essentially a bank of possible names, attributes, personalities and sound bytes that combine to form randomly created characters. But it’s how it all comes together to form a cohesive experience that’s where it really shines.

You could apply this same logic to attributes in product design, custom web experiences, or experiential events. If you feel like you’re the first and/or only person to experience something, how much better of an experience is that compared to a one-size-fits-all approach? By creating something truly unique, you’re creating social currency and empowering your consumers to speak on your behalf.

But why perceived personalization? Isn’t it just personalization? Yes and no. Yes, the experience is unique and personalized to me, the end user. But where I see the differentiation is the fact that it’s unique without any additional input from either the development side OR the user side. It’s a highly sophisticated automated system that makes me FEEL like it’s built specifically for me. That’s the magic. And something I believe we are going to start seeing even more in 2015.