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SHOWROOM DESIGN YOND


ual reality (VR) technology is owroom design.


bay’s worth of physical space, the 4D Theatre enables the showroom to expand exponentially.


Augmented reality (AR) also has huge benefits for the retailer faced with the never-ending challenge of limited floor space in the showroom. Allowing physical displays to be digitally reconfigured, not having an item on display is no longer an issue, as Virtual Worlds AR can recall any catalogued product for display purposes. Quite simply, being viewed in position and to scale within a room, the product is better placed to be sold. Augmented reality can also bring printed brochures to life through scannable AR codes, enabling products to leap off the page and into the customer’s home décor for a much more immersive purchasing experience that breathes new life into conventional marketing material.


Aside from choice, what consumers really want when choosing tiles and surfaces for their home décor is to be able to visualise what they will look like. This is why it is always important to be able to offer samples, of course, but virtual reality takes the concept of ‘try before you buy’ to a new level, enabling consumers to step into their dream room, to move around, interact with the fixtures


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and fittings and make alterations. With 4D, the showroom becomes a theatre and the retailer a showman, taking to the stage and welcoming the customer to their dream kitchen or bathroom before leaving them to enjoy a fully interactive design experience.


With such technology, there is a perceptible shift in the consumer’s buying behaviour because of how the brain responds to different types of stimuli. 4D Theatre delivers a series of powerful stimuli that provide an experience that is personal, memorable, and emotional, appealing to the primal part of the brain which makes decisions more quickly. This results in the customer experiencing a powerful drive to go ahead with the sale, before they have engaged the rational, reasoning side of their brain.


With the consumer fully engaged with the design process, converting interest into sales is much easier for the retailer too, with those already signed up to Virtual Worlds reporting conversion rates increasing by as much as 50%, while order values are increasing by around 20%, as a direct result of using virtual reality.


www.virtualworlds.co.uk — 19 —


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