The importance of a personalised experience in a virtual retail environment

Over the last few years, e-commerce has become an essential part of the global retail ecosystem. Multiple industries, including retail and art, have undergone a digital transformation thanks to the availability of smartphones and ever-improving internet infrastructures. 

According to statistics, in 2020, over two billion people purchased goods or services online, spending over 4.2 trillion U.S. dollars worldwide.

The fashion industry offers online users multiple options to browse through collections, with technology enhancing both realism and personalization for shoppers. Dominating the industry, mobile devices are continually shaping the way we consume, where we do it, and when we actually ‘swipe’ those plastic cards. As billions of people stayed at home in 2020, digital channels became the perfect alternative to closed-down stores, keeping us safe and socially distant, while providing a new alternative for retailers to access us. According to data, in June 2020, global retail e-commerce traffic stood at a record 22 billion monthly visits.

What is lost in e-commerce shopping and the sense of lack of customer support has now been resolved through technology, using personalised shopping experiences. Being able to create a story and give consumers another form of attachment to a brand is a trend that will dominate the foreseeable future. In fact, 72% of consumers say they now only engage with marketing messages that are personalised and tailored to their interests. Understanding how it enhances a brand’s visibility and online experience, let’s take a look at the top 3 reasons why virtual reality in a retail environment is a significant step towards a completely personalised experience, and how it benefits businesses and consumers alike.

Burberry Personalised virtual Retail Experience

Measuring conversions

Brands utilising virtual shopping experiences are seeing astonishing results. Online retailers and marketers can track results in real-time, while shoppers are browsing through their virtual experiences. This increases the retailer’s chance to dig deeper into analytics while learning users’ behavioural patterns, interests, and buying patterns. Through virtual consultation, a new feature that allows customers to book personal appointments with a brand, retailers can easily communicate with shoppers, showing them around the virtual space and advising them on products live, making it into an ultra-personalized experience with the help of technology. 

Statistics even show that virtual shopping has an impact on foot traffic: 1 in 3 customers go in-store after interacting with a sales associate online.

Virtual layouts

With movement being limited, during the pandemic and physical store expansion not on the cards for most retailers- the options virtual spaces offer you are virtually endless. Learning your customers’ passions and true interests, you can create an entire virtual world based on the most dream-like ideas. From viewing the new collection floating in space to walking through a heavenly field of roses, the experience ideas are endless. 

With physical boundaries out of the way, you can completely re-design and brand your own experience from the ceilings to the floors (and infinite), making it a truly unique encounter for the consumer, a story about you as a brand in a way that keeps consumers engaged and coming back for more.

Personalised virtual Retail Experience

Business never stops

No matter where your retail team is, the business will continue to develop and grow. Whether they are at home, on the go, or unable to return to physical stores, the idea of an always-onselling machine has now materialized. They can now provide the tools and resources your team needs to give customers the assurance to buy when brick-and-mortar locations are closed, even after-hours.

During the U.S.  lockdown in early 2020, Dawn Dobras, CEO of Credo Beauty commented: “If you had told me six weeks ago that our business would be doing this well, I’m not sure I would have believed it. Not only are we seeing off-the-chart results with virtual selling, but we’ve been able to keep all our employees on staff, something that we’re very proud of as a values-driven company.” – Shopify credits.

How to start on your virtual shopping experience today

At Emperia, we pride ourselves on creating immersive experiences from start to finish, designing unforgettable virtual spaces that provide not only a life-like retail experience but also an added layer of personalization, ensuring a newly unmatched experience to visitors provides a new sales channel for brands and retailers. Contact us today to learn how Emperia can offer you a personalised virtual retail experience in record time.

Personalised virtual Retail Experience

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