SOFTWARE SOLUTIONS 4D Theatre leaves
echnology is changing the whole showroom experience, for the retailer and the consumer. The latest 4D design technology is being
nothing to the imagination T
Comment from Nathan Maclean, Managing Director, Virtual Worlds
adopted by a growing number of independent retailers, not just to give them a USP over the multiples and online competition, but also to help them overcome the problem of restricted display space and offer customers a personal design experience like never before. By enabling consumers to fully immerse themselves in the design process retailers can eradicate the problems associated with buyer’s remorse and leave consumers with the kitchen or bathroom of their dreams. Technology is empowering showrooms to close more sales, increase margins and shorten their sales cycle, all while offering a more attractive proposition than their competitors.
4D Theatre changes the way we buy kitchens and bathrooms O
ne of the biggest challenges for designers when working on a kitchen or bathroom project is doing enough to help your customers really envisage what the finished space will look like. Glossy magazines and Pinterest posts may trigger the inspiration but there is nothing really personal about them and therefore it is difficult to really imagine them working in real life. This is where 4D Theatre is different and
how it is helping to change the way that consumers buy kitchens and bathrooms. Rather than images on a screen, the software offers a completely immersive experience, leaving nothing to the imagination and tapping into different parts of the user’s brain to create a personal, tangible experience that leaves them confident in their decision to proceed. Kitchens and bathrooms are a huge part of
our lives and consumers are driven by their emotions during the design process. 4D Theatre recognises that the primal brain is affected by your emotional state, giving the user time to orientate themselves with their surroundings, before building anticipation and transporting them into the design for an emotional ‘big reveal’. The underlying reason for the success of this design method comes down to neuroscience: 4D Theatre sends friendly messages to the fast acting ‘primal brain’, which then permeates to the slower ‘rational brain’, thereby lessening the
22 BKU APRIL 2020
cognitive work required by the consumer to make a favourable decision. In a world where virtual hands can be changed to match the skin colour of the user, wallpaper visible in adjoining spaces can be exactly matched with that in the user’s home and even personal touches such as family photos and children’s artwork can be used as props within the design, the entire experience taps into the primal part of the brain, making the design process all about the user.
Once seen, the 4D design stays in the mind
of the consumer, prompting a return visit to the showroom at which point a ‘yes, let’s go ahead,’ is much more of a certainty.
u01908 663848
uwww.virtualworlds.co.uk
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