Immersive marketing: putting the experience at the heart of the brand

Nearly half (45%) of consumers return their online purchases, with clothing (23%) and shoes (14%) topping the list of most returned items. These high return rates not only highlight customer dissatisfaction but also lead to significant management costs for retailers. 

Immersive technologies are helping to boost online shopping while bolstering consumer confidence in their choices. From virtual fitting rooms and personalized recommendations to mobile checkout, immersive marketing strategies offer substantial benefits for retailers. Let’s delve into these new technologies and examine their impact on the current and future shopping experiences.

Technological innovations in immersive marketing

Augmented reality in the shopping journey

A Shopify study reveals that consumers using augmented reality (AR) features on e-commerce sites are 20% more likely to make a purchase. By diminishing uncertainties around size, shape, and color, AR technology significantly cuts down on customer return requests. This is a valuable benefit for retailers who struggle with the complexities of managing numerous returns.

For instance, the Nike Fit app, introduced in 2019, leverages augmented reality (AR) to scan customers’ feet and suggest the perfect shoe size. Similarly, Walmart acquired Zeekit, a virtual fitting solution enabling customers to try on clothes online by overlaying realistic images on their body shapes. The IKEA Place app employs AR to let users virtually project furniture into their living spaces.

In the beauty sector, brands like Douglas integrate AR makeup fitting features into their mobile apps, allowing customers to test various shades of lipstick and foundation. MartiDerm further enhances immersive marketing with a smart mirror that analyzes the user’s skin condition in real-time, delivering personalized diagnoses and recommending appropriate skincare products.

Integration of virtual reality in-store

Virtual reality (VR) represents another facet of immersive experiences, designed to immerse consumers in a completely virtual world for product exploration. Some brands are tapping into VR to create unique experiences. For example, Tommy Hilfiger introduced an in-store VR experience, allowing customers to attend a fashion show in full immersion, thus enhancing the brand’s storytelling and exclusivity.

The impact of mobile applications on the experience

Mobile applications foster ongoing interaction with customers via notifications and integrated loyalty programs, keeping them informed about new products, promotions, and exclusive offers—thereby boosting engagement. 

Additionally, mobile apps streamline the shopping process. Mobile POS systems in stores help reduce queues and enhance customer satisfaction. Openbravo Mobile POS offers a mobile checkout solution that ensures exceptional service throughout the store.

Furthermore, artificial intelligence technologies in mobile apps analyze data to offer ultra-personalized recommendations.

How does immersive marketing improve the customer experience?

Data analysis for a tailored offer

Personalization is at the heart of immersive marketing, enabled by detailed data analysis. Advanced Business Intelligence & Analytics solutions empower retailers to leverage real-time data on behaviors, preferences, and market trends. These insights support informed decision-making and make it easier to tailor recommendations. 

The Tweakwise Discovery Suite offered by Orisha Commerce personalizes every interaction, adapting recommendations, navigation, and merchandising according to each client’s preferences and browsing data.

Loyalty based on immersive marketing

Artificial intelligence (AI) is poised to be pivotal in advancing immersive marketing. It offers ultra-personalization, predictive analysis, and real-time adaptability. AI within the Tweakwise Discovery Suite enhances product search through intelligent recommendations. The “Find your product” feature customizes product displays according to individual preferences and shopping contexts. 

AI drives customer loyalty by fostering a deeper understanding of products, creating strong emotional connections, and delivering true differentiation.

Seamlessness between physical and digital channels

Today’s consumers expect a seamless integration between digital and physical worlds. The synchronization of sales channels is essential for delivering a friction-free experience, enhancing engagement, and enabling brands to offer hybrid services like click and collect, express delivery, or simplified returns.

Optimizing the point of sale with immersive innovations

Enhancing in-store communication

Immersive technologies enhance the in-store experience by making information more accessible. Connected screens and interactive kiosks guide customers and provide detailed product information. Interactive content, like 360° immersive videos, allows for better visualization of items before purchase. Additionally, immersive mobile apps enable customers to scan in-shelf products for information or 3D demonstrations. 

These techniques elevate customer autonomy and service quality.

Reducing friction in the customer journey

An immersive marketing strategy reduces friction points that could hinder purchasing. Long queues, one of the primary in-store irritants, can be mitigated with mobile solutions like MPOS, allowing sales associates to check out customers anywhere in the store.

 Unified inventory views minimize stockouts and enable flexible services such as online ordering from the store or click and collect. Additionally, product hesitation, especially in fashion and beauty, can be addressed with connected mirrors and augmented reality virtual try-ons, allowing customers to test items without physically handling them.

A unique experience zone for the consumer

Stores are transforming into true interaction spaces with their brands. Many retailers are creating immersive experience zones in-store to attract customers and encourage longer visits. For example, Nike has developed an experience where users test running shoes on a treadmill within a virtual reality video game world. These zones provide a unique and memorable experience, fostering engagement by turning the act of buying into a fun and interactive discovery.

The future of unified commerce with immersive technologies

Immersive marketing trends

The future of unified commerce hinges on increasingly interactive immersive marketing and even more efficient technologies. Intelligent virtual assistants are a prime example. The Shopify platform already utilizes various AI-based assistants to guide consumers through their shopping journeys, including advanced chatbots, smart recommendations, and voice assistants. Immersive innovations enhance the customer journey for a more engaging and personalized experience, eliminating shopping frictions like long queues, virtual try-ons, and stock visibility issues. Through immersive in-store marketing, brands can forge strong connections with their customers.

The impact on consumer satisfaction and loyalty

Immersive innovations enrich the customer journey, making for a more engaging experience and personalized support. Shopping journey frictions are eliminated: no more long queues, virtual try-ons, stock visibility, etc. Thanks to in-store immersive marketing, brands build a strong connection with their customers.

The importance of transparency and trust in the shopping experience

Immersive marketing provides immediate access to precise product information. For instance, scanning an item with a mobile app can reveal its composition, origin, customer reviews, and usage recommendations. This transparency helps overcome purchase barriers and strengthens brand trust. Unified management of sales channels and inventory allows for the exact availability of products to be shown. When customers know where and when they can pick up their purchase, they feel more confident.

By blending physical and digital experiences, immersive technologies provide consumers with a more personalized and engaging journey. Innovations like virtual try-ons, intelligent assistants, mobile checkout, and AI-based recommendations are revolutionizing the shopping experience, making it interactive.

For retailers, the task is evident: incorporate these technologies into their business strategy to minimize friction points, maximize customer satisfaction, and reinforce loyalty.