The E-commerce industry is a real battle field where only few organizations lead the market. However, the industry is always changing and improving where in order to survive in it, businesses need to always be updated and aware of all the new tendencies that might shift the sales online and attract new targets.

It is surprising to notice that more that 77% of the online shoppers drop out their carts in the middle of their purchase which shows that customers are not really convinced by their choice and are still hesitating. In fact, it is important to show to the customers or visitors of an online shop that the product fit them and want it more than need it. The feeling of wanting and desiring something is stronger and the need to buy it because we might need to buy something but we might also forget to buy it; however, when we want and desire something we will work and remember to buy it. In fact, this is the kind of marketing strategy that Apple uses where we know no one need a new iPhone since your old phone is still working but they create the desire, the want and the craving to buy it where even in their advertisement they don’t advertise the feature of the phone but only how good it looks with a catchy song and colors. It seems like it is working for them effectively since Apple became more than brand, it became a lifestyle.
The case of Apple shows that we need to build the want and desire of the customers to buy a product. With the emerging technology of the virtual reality and the augmented reality, it has a big potential in the online shopping industry since it will provide to the online shopper the opportunity to try the products before buying it and to see if it fits them, their house or their car which will encourage them and reassure them to buy the product. The virtual reality will revolutionize the retailing world since many believe that the new technology will have a real impact on the customers’ experience. According to CCS insight, in 2018, the sales of the VR devices reached the 22 million units and it is expected to reach 121 million units in 2020 where the VR and AR headset market will expend until reaching the $9.9 billion in 2022. Moreover, Amazon already offers more than 150 different VR headsets with different prices and already 450 different businesses and start-ups on AngelList are now producing this type of devices.
With VR and AR technology the online retailers can create their own virtual showrooms or stores for customers to shop easily and offer a virtual shopping experience same as going to a store but from the comfort of the sofa in their living room or office. Ebay Australia and the Myer department store have already implemented this new type of shopping to their consumers where they will experiment a more realistic shopping experience. Just by putting the VR headset, customers found themselves in the supermarket store, could see all the products that they want displayed on shelves and shop as if they were in a real store with a description of the product and the option to compare its price with the other similar brands.
Advertising with the VR and AR technology will become more effective since customers can be using the headset and display the exact place that they want to see with some products and items displayed over such as a shirt overlaid on the bed or a perfume over the bedside table that they were searching for on the internet. By displaying this kind if advertisement, customers will be able to see how some products will fit their daily lifestyle and encourage them to buy the product. Ikea, the Swedish furniture company, has already used this marketing strategy where it enables the customer to see how the furniture will look like in their home. The customers had to download the “AR catalog app”, select the furniture that they wanted to try in their house and then through their camera they can see how the product that they would like to purchase fits their home.
Timberland has also used the augmented reality as a marketing strategy where they focused more on the customers’ shopping experience. Well, they have set a virtual fitting room to promote their newest collection. It consisted of a big screen with a camera that takes a picture or whole body of the customer in order to select the perfect model body that will fit their body measures. Then, the customer can choose the clothing that they want to try and receive in their email all the information about their outfit such as the size, the price and the collection and their picture where they can post it on their social media and on the Timberland’s page. In fact, this strategy will advertise their brand but also encourage the customers to buy their products since they won’t have to trouble themselves to go to the fitting room and physically try the cloths.

In fact, I believe that Virtual Reality and Augmented Reality is the most innovative technology created in the 21st century which will revolutionize the Business and Marketing world. This machinery will change the way digital marketing operates where customers will be more disposed to try and purchase the products and services since the shopping experience will be more exciting, enjoyable and pleasant.

References:

– 3 Ways Virtual Reality Will Transform eCommerce.
– How to improve the retail experience with virtual fitting rooms.