To survive in this digitally obsessed world companies have to constantly innovate and offer their customers an engaging experience. In Colourcake’s previous blog we have already talked about some significant changes in digital marketing that companies should look up for in 2016 and also gave some tips on how to get a leg-up on the competition. The sooner brands will start applying new technological developments into their marketing strategies, the faster they will be able to appear on the Internet red carpet and gain recognition.
For example, recently Tommy Hilfiger and The North Face have made a smart move and surely turned up the heat on their competitors. As mentioned in the previous article, the virtual reality is one of the main trends that are going to lead the way next year. 2016 hasn’t even come yet but Tommy Hilfiger and The North Face have already hopped on the virtual reality train by introducing wearable tech experience to their offline shoppers. Great tactic to outsmart the competition, isn’t it?
According to The New York Times, Tommy Hilfiger was the first major fashion retailer to introduce virtual reality. As more people turn to online shopping, you have to discover the way to spice up offline retailing and make customers shop from brick and mortar stores. “These days, you can't just wait for people to come into the store and try on your jackets," says Tommy Hilfiger's CEO Daniel Grieder. “You have to provide entertainment”. And that’s exactly what Tommy did. Working in the tandem with WeMakeVR, 3D developers based in the Netherlands, they designed headsets to give customers a 360-degree view of the brand's football-themed fall/winter 2015 show. It was filmed using 3D camera with 14 lenses to catch every inch of what was happening on the runway. The VR experience creates an impression like you are sitting in the front row at the fashion show. That’s how Dhani Mau, the editor at Fashionista, describes her experience: “In front of me were models walking the football field runway; turning to the left, I saw familiar Elle editors snapping photos from the front row; behind me were back-row guests looking annoyed because they couldn't see”. Tommy placed Samsung GearVR devices in its flagship stores in such major locations as New York, London, Paris, Milan, Amsterdam, Düsseldorf, Florence, Zurich and Moscow. So if you are lucky to live close by and are eager to experience it yourself, go ahead!
Followed by Tommy Hilfiger, The North Face also decided to boost in-store experience with virtual reality. However, they took it to the whole new level! They aimed to create a lasting impression and give people an authentic experience of the south pole. The North Face used Oculus Rift VR headsets to make participant experience how it is to be pulled by sled dogs. Little did they know that the moment they take their headsets off, real sled dogs would pull them through a shopping mall? Surely an unforgettable experience! My first thought after watching the video below was “After such a ride I would definitely buy from them!” (Though, I may be biased by my tremendous love to dogs, especially huskies!) Well, that’s for you to judge. Have a look! Would you buy?
As Tommy Hilfiger’s CEO said “The days of “Hello, how are you?” and “How can I help you?” are gone!” Virtual reality will soon skyrocket and become a future of our life! So, don’t leg behind and start implementing it in your marketing strategies!