COVID-19 may have forced many stores to lower their shutters, but retailers are now attempting to bring the retail experience to their customers virtually.
One recent example is a home furniture and decor store housed in a 15,000-square ft showroom which during normal times drew heavy footfall has attempted to move online as the establishment has had to remain closed for almost two months. The retailer started off by launching an e-commerce website when the lockdown first started in March. However, it has tried to enhance the experience in order to keep its current customer base engaged and attract new customers by offering 3D virtual tours of the showroom. This tour is going to make customers feel like they are actually walking through aisles and around sections of the store. Of course it cannot fully replace the experience of in-person shopping, but it hoped that this might pay off substantially in dividends to a store that already had to let go of 12 employees. Several other similar stores have followed in their footsteps as well.
Retail virtual tours, which have been aptly described as “immersive” and “experiential,” were gaining some traction even before the lockdown started and owed a great deal of its growing popularity to technological advancement. More and more consumers are now connected to the Internet and many retailers are now using geolocation to understand patterns of consumer behavior and offer personalized deals. Although augmented reality (AR) is still under development, many retails are actively considering incorporating its use as well.
An increase in more immersive experiences is also tied to a change in consumer behavior and the retail world. Over time retailers have seen a decline in shopping trips and bricks-and-mortar malls and an increased use of e-commerce which has forced them to gradually shift their focus so they could cater to their online customers and provide them with an equally enriching experience. For example, some have resorted to creating virtual showrooms or provide digitally-centric entertainment along with the shopping experience such as movies featuring comic book superheroes.
More and more brands and stores are getting into the retail virtual tours bandwagon. A teddy bear and stuffed animals retailer based in Missouri is another example. During the pandemic, the company tried to increase consumer interest by starting a program known as Workshop Wednesdays. In each workshop they offer a virtual story time for kids, DIY craft ideas, games, easy-to-follow snack recipes, coloring sheets, and more. Customers are encouraged to share their creations and have the option of directly uploading their work onto the company’s website to get it featured across their social media channels. Despite stores being physically closed, customers are still able to enjoy something very similar to their in-store experience by choosing their stuffed animal, adding sounds and scents, picking their dresses, and choosing a special wish for the heart.
With or without the pandemic, retailers will always find ways to make consumers’ shopping experience fuller and more enjoyable. That’s business with a heart.
