The role eCommerce plays for Virtual Reality’s future
It’s no secret that AR has already made an impact in the retail space. Clothing brands and homeware brands have released their own AR mobile applications for ‘virtual try-ons’ or to change the colour of your wall at home without the need to buy a tester.
With shops starting to re-open throughout summer 2020, they will need to find new ways to deliver the customer experience within the confines of social distancing measures.
What role can virtual reality play? and how can eCommerce be integrated into the technology.
Overcoming it’s problems…
One of the problems with virtual reality is it’s retention rate. The way it’s currently designed (due to hardware limitations) is for casual users to use the app for no more than a few hours. Oculus Quest, the most consumer facing headset has a battery life of just 2 hours. When a user loads up their VR headset, they usually have a clear goal in mind. They want to play a specific game, or watch a video or film, they don’t go to browse like they do Instagram or the web.
Unlike augmented reality which in the sense of Mobile AR lives within apps on our mobile phone. We carry our phone with us more often than not, and use the phone to mindlessly browse social media or play games. When we need to use the AR app, we tap it and it’s there.
Did you know:
On average, users spend 38 minutes in immersive headsets per day (2019). Compared to 2 hours and 55 minutes a day on mobile devices (2019).
Creating new habits
With Facebook’s recent news to enter the virtual workplace with accelerated launches of their collaboration and workplace tools for VR, it seems a shift is coming with how we use and interact with virtual reality.
If any company in the space can shift consumer behaviours and usage, it’s probably Facebook. They dominate the space with their range of Oculus headsets and lead the way in consumer VR. Their ability to create a better experience than that of Virtual Desktop (a remote PC tool for VR) could be a game changer, especially partnered with hardware updates like improved battery life, comfort and to reduce eye strain.
Facebook has recently made huge shifts to focus on eCommerce, especially given the current global economy. Last month they accelerated their shop front feature allowing small local businesses to launch shops directly across their Facebook and Instagram apps and allowed for integration with the likes of Shopify.
If Facebook and alike can change of habits within VR, it could unlock huge potentials for eCommerce opportunities. A real life “Ready Player One” situation.
The current landscape
Looking at the current landscape, eCommerce is already starting to make an appearance. Apps like Big Screen allow users to buy or rent movies to watch within VR, and off course games offer micro-transactions to unlock new levels, game modes or characters directly within the store or game.
The future of VR eCommerce
Let’s look at the bigger picture. How can VR entice the big spenders in the ad world to use virtual reality as a serious means to market?
Is it through virtual stores and shopfronts? (similar to AR), is it through branded content or is it even simpler than that: straight up ads.
Virtual Storefronts
Whilst most likely to be an integration for augmented reality, virtual storefronts definitely play a part in the eCommerce experience for VR.
Back in 2016, eBay launched it’s first virtual reality department store. A short lived PR stunt to turn thousands of products on sale into 3D objects that users could browse.
Practically, there is little future here. It’s costly, time-consuming and probably not a great user experience. But it’s concept could be taken from a big retailer looking to be bold and try something new.
Branded Content
Already proven to be lucrative if done right, branded content can take many forms within virtual reality. From branded 360 video content like films to raise awareness, to a more fully fledged experience.
Imagine Ford created a top-tier VR racing game that didn’t directly encourage you to purchase, but showed what it’s like to be behind a Ford Mustang. That’s compelling, and it’s fun. You’ll engage potentially millions of people to not only be aware of your products, but to virtually test drive them (especially useful given the restrictions of social distancing for the foreseeable future).
A good example of this done well was Doritos crash course, an XBOX exclusive title that was free-to-play and allowed players to battle against each other on a virtual assault course similar to Ninja Warrior or Total Wipeout. It became a favourite amongst me and my friends choosing to play a branded title over many AAA titles. And yes, I often bought doritos to snack on whilst playing.
In App ads
And lastly, with the likes of Facebook aiming to change our habits within virtual reality to become a tool for collaboration and work, there is finally a space for digital ads to sit.
If the hardware can engage users to stay and browse like they do with their mobile phones, it introduces a whole new realm to marketing. One that can be done securely, through a Facebook payment wall and offering a new way for users to experience a product before they purchase.
#VirtualLibrary is powered by the VR marketing agency, Virtual Umbrella. We provide agency services and consultancy to immersive companies. If you’re in need of a marketing campaign, someone to run your email newsletter, or a team to do some deep dive research on your competitors, let us know 👋
We’re also open to sponsored posts and advertising on #VirtualLibrary so if you’re interested in reaching about 1000 immersive folks per month with your messaging, contact us via: bertie@virtualumbrella.marketing
