Brands have an opportunity to stake out an innovation leadership position by building custom virtual reality experiences that engage customers beyond physical and digital brand experiences. We call this v-commerce. V-commerce will be the next evolution of e-commerce, as retailers and brands create fully immersive, contextual shopping experiences.
Along with the inherent excitement it fosters, virtual reality adds an enticing layer of information and comfort to the e-commerce experience. Consumers can be presented with a range of data regarding the products or services they are about to purchase, complemented by their ability to step into the future – into their future selves with said products and services.
With virtual reality removing the barrier of too little information or interaction, consumers are likely to develop a confidence in their purchases that then translates into increased comfort with (and affinity toward) the brand providing such distinct experiences. They are more likely to reach the renowned euphoric state of discovering a great buy, one that they not only wish to brag about, but will also remember and come back for.