Sponsor Spotlight
4D technology makes consumer dreams a reality
BKU Magazine talks to Nathan MacLean, managing director at Virtual Worlds, about its third year as a sponsor of the BKU Awards
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ommenting on the decision to support the BKU Awards for the third year running, Nathan says: “The BKU Awards offers something different, in that individuals within the KBB industry vote for companies valued for their positive contribution to the industry.”
In what is fast becoming a tradition, Virtual Worlds is sponsoring the host of the BKU Awards, Jimmy Carr; a decision that encapsulates the values of the company. Nathan explains: “In
serving manufacturers, distributors and retailers across kitchens, bedrooms and bathrooms, host sponsorship is perfect for us, because our brand covers all categories: and nicely, it reflects the fun side of our brand.”
Over the past year, the kitchen and bathroom industry has accommodated a number of changes and developments in technology. Nathan explains Virtual Worlds’ role in this: “In terms of sales technology, we are very pleased to see the market adapt quickly to meet consumer expectations. True to our pioneering heritage, we brought virtual reality to the market in 2015. With inspiration from cinema and the desire to communicate improvement, we gave it the name ‘4D’. We now have over 150 retailers offering 4D as an improved service to their customers. The impact on sales for all stakeholders has been positive. With the launch of our premium 4D development ‘4D Theatre’, we are confident of continued gains in market share.”
Highlighting just a few of the benefits of attending the BKU Awards, Nathan says: “You have to be in it to win it: A cliché, I know, but winning goes way beyond trophies. Anything that allows you to develop as a person/company is a win in my book. Aspiration, information, connection, these are all reasons to attend.”
Keeping an eye on trends and consumer demands is essential for manufacturers and retailers alike. Nathan comments: “We have seen a significant increase in digital showers being catalogued.” He adds: “More and more customers are looking for good service. Showrooms that focus on selling the value of their services first will do better in securing consumer confidence to purchase a bathroom or kitchen, allowing them to better differentiate from their competitors.”
This year, Virtual Worlds will be launching a number of new products and services. “We have just launched a 4D Theatre which takes virtual reality to a whole new level in realism and consumer confidence,” says Nathan. “4D Theatre is an instore buying experience where the consumer walks through and interacts with a simulation of their proposed room layout. It requires a minimum display area of 3m x 2m and includes the VR kit, software and four screen video wall to communicate the benefits offered and to let others see what the immersed customer is experiencing. Of course, the 3m x 2m area is now free to unlock unlimited virtual showroom space. When used to demonstrate a customer design, the ability to upsell by empowering the consumer to make informed decisions is hugely powerful and appreciated. Through live simulations you can convincingly demonstrate the benefits to the customer by toggling through ‘on budget’ and ‘above budget’ options. In reality 4D Theatre maximises physical space potential and financial return.”
Nathan continues: “We have also released our cloud based pricing system ‘Virtual Worlds ONE Price’. ONE Price is designed to provide improvements in efficiency and accuracy through ‘price by design’, which eliminates the need for post editing quotes to account for fine details that should be specified within the design. In its initial release, the system supports quotes, pro-forma invoicing, purchase orders and pipeline reporting and future developments will be demand driven by our customers. Whilst ONE Price seamlessly provides price by design through Virtual Worlds professional CAD system, it can also be used as a stand- alone pricing system.”
Looking to the future of the company, Nathan comments: “In five years’ time, having secured major growth in the kitchen sector, we will have seen Virtual Worlds gain significant market share throughout Europe as a top British KBB technology brand.”
Virtual Worlds gives retailers the advantage of ‘consumer peace of mind’. Nathan explains: “Peace of mind is a hugely valuable commodity that can secure sales knowingly 25% more expensive than a competitor that is unable to offer it. Our 4D (virtual reality) presentation tools vastly improve the chances of securing peace of mind by placing the customer in a lifelike simulation of their finished kitchen or bathroom. We have retailers reporting an increase in sales revenue of 20% selling in 4D compared to 3D.”
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