Virtual Reality in Furniture Retailing

Dave Lee
Aug 13, 2017
3 min read

(Image from IKEA website)

In recent years, new innovative technologies such as augmented reality (AR), artificial intelligences and virtual reality (VR) have been implemented to the retail world including clothing, cosmetics, sunglasses and furniture. According to a 2017 global survey by technology consultant Capgemini (Cited in Couch, 2017), over 70 percent customers stated that it’s hard to compare products in physical stores and more than 60 percent said it’s not easy to locate products, get personalised discount or quick buy items. Therefore, retail businesses around the world are investing in technology, big data, virtual reality to close these gaps and redefine in-store shopping experience.

Particularly in furniture retailing, IKEA is one of the most successful companies not only in their physical retail stores, but also leading in technology implication in order to enhance customer’s shopping experience. IKEA has several ideas to engage customers both physically and digitally.

IKEA Virtual Reality Kitchen Experience

In 2016, IKEA introduced Virtual Reality Kitchen Experience which allows shoppers to try out their 3D kitchen in an interactive way. Using VR technology and room-scale motion tracking, customers are able to move around the kitchen, open cabinets, drawers, do some cooking basics like frying veggie balls, and they can change the colours of the cabinets and drawers just by a few clicks.

(Video from IKEA's channel on Youtube)

”Virtual reality is developing fast and in five to ten years it will be an integrated part of people’s lives. We see that it will play a major role in the future, for instance it could be used to enable people to try out a variety of home furnishing solutions before buying them,” says Jesper Brodin, IKEA Range & Supply Manager (Åkesson, 2016).

The IKEA Virtual Reality Store - The Store that never closes

Unsurprisingly, IKEA recently launched their virtual reality store that shoppers can access anytime, anywhere, on almost any devices. Thank to 360 camera technology, IKEA captured their real store and built a 3D model that customers can browse, move around, and some items can be bought online through VR store.

(Screenshot from IKEA's website)

IKEA Australia Multichannel Specialist Malcolm Haylett said: "We know that IKEA customers like to look online for inspiration before making a purchase. The Ikea Virtual Reality Store is simply a different and more immersive tool that allows you to do that. Through the innovative tool you can stand in a room-set and visualise it as if you were there in person, and you can for example, see our full range of sofas or beds at a glance. In the Ikea Virtual Reality Store you self-navigate the experience as if you walking an Ikea store." (Johnston, 2017). Experience IKEA virtual reality store here: http://www.ikea.com/au/en/catalogue-2017/VR_Experience.html

Enhance Customers Experience

Amongst retailing categories, furniture is one of the least likely for customers to buy online because it generally takes significant amount of time and money, and consumer cannot touch or feel the comfort of the products (Oh, Yoon & Shyu, 2008). However, through internet-based channel, it plays an important supporting role, providing customers with useful informations about products. And virtual reality technology allows consumers to experience the products as realistic as possible before they make their effort to visit a brick-and-mortar store (Oh, Yoon & Shyu, 2008).

At the end of the day, virtual reality in furniture retailing significantly contribute to consumers buying process by enhancing customers experience and providing informations at anytime, in any location. It also provides valuable feedbacks for furniture industry and helps retailers understand consumers behaviours. Therefore, retailers are able to efficiently provide excellent services and drive sales.

References

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