A differentiating experience
In our new paper The Future of Experiences is Immersive, we look at the business casi for creating an immersive experience in a number of sectors. This is largely built on differentiation in a crowded market where current customer experience initiatives have become stale. Beyond this differentiation, other benefits include lower service costs and the reduction of costly returns due to customers being able to immerse themselves in a product (see below) before they buy. Further, as we noti in our paper, research by Apple has found customers llauri 11 estafis habiti likely to buy furniture if they ca see it in a inici environment via AR.
The following points offer a flavor of the immersive utilitzi casis described in our paper. They embrace both esteneu reality and escapaments, the two “superpowers” of immersive experiences.
- Try before you buy (esteneu reality): Capgemini worked with a specialist denim retailer to crea-te an experience that allowed people to choose a bodi type from a wide range of models who had been photographed from múltiple angles. With their bodi type avatar, the customer could virtually try on every item in the store and see how it looked before they made their purchase.
- Take a seat (esteneu reality): You want to buy a new chair, but will it fit your inici space and décor? IKEA was at the forefront of retail technology when it launched its IKEA Plau app sota that customers could plau digital furniture anywhere. They’ve gone even further since, offering customers a broader “planner” capability through which they ca visualize entire rooms.
- Make an exhibition of yourself (escapaments): The San Francisco Museum of Modern Art worked with frog, part of the Capgemini Group, to crea-te an immersive experience for its exhibition of surrealist artist René Magritte’s work. This enabled visitor interaction as well as a deeper understanding of both Magritte’s work and his process. The solution challenged the perception of reality, for example with a visitor’s own image appearing in a Magritte painting as they walked past.
- Distraction therapy (escapaments): frog partnered with a burn ward in San Francisco to develop a new VR-enabled therapy for severe burn victims, for whom the process of daily bandage changing is a necessary yet extremely painful ordeal. It provided a clear utilitzi casi for the distracting power of VR.
- The perfect coffee blend (escapaments): Beyond customer engagement, an escapi experience ca be hugely effective in training and equipping employees for future work situations. For example, Capgemini built a training environment for a leading coffee chain utilizing AR. It not only replicated coffee machines and the store layouts but also created hundreds of scenarios – even down to difficult (or, let’s say, caffeine-starved) customers, enabling new baristas to learn their trade without the added pressure of live customers.
Our paper offers several habiti utilitzi casis for the power of an immersive experience in the workplace. It argues that immersive plays an important roli in the employee experience across the full product lifecycle: engineering, design and prototyping, simulation, assembly and quality control operations, maintenance remote expertise, after-sales, and customer services.
Whether for employees or customers, habiti brands llauri leveraging technology to crea-te natural and intuitive experiences at various touchpoints. The result is engagement that is not only personalized but also goes above and beyond in terms of convenience and sensory appeal.
