Immersive customer experiences

Kiryl Chykeyuk at HYPERVSN explores a strategic imperative in modern business

 

In our digitally-driven world, personal devices such as smartphones and tablets, along with larger home screens, have become integral to our daily entertainment and information consumption. This widespread digital engagement, ranging from mobile apps and social media to immersive movies and gaming experiences, has set a new benchmark in consumer expectations.

 

These evolving expectations extend beyond personal use to public settings like retail stores, airports, and entertainment venues, presenting a unique challenge and opportunity for businesses.

 

Engagement from personal to public spaces

The transition from engaging personal devices to captivating public customer experiences is a critical leap for modern businesses. Traditional methods like static menus and repetitive advertising loops, once staples in these settings, now fall short in grasping consumer attention, particularly in a world where 3D imagery and holographic solutions are taking immersion to new heights.

 

As consumers become accustomed to the interactive and personalised nature of their devices, there’s a growing need for businesses to mirror this level of engagement in their public-facing endeavours.

 

For business leaders, there is a need to both acknowledge and adapt to this shift. Staying in step with the rapid evolution of customer preferences is not merely about keeping up with technological trends, it’s about strategically transforming the way businesses interact with their customers in physical spaces.

 

The rise of phygital experiences

The ’phygital’ experience, where physical and digital elements converge, is becoming increasingly prevalent in this new era of customer engagement. McDonald’s adoption of digital self-service kiosks is a testament to the success of this approach, blending efficiency with an engaging digital interface.

 

This concept extends beyond the food industry. Retailers and service providers are exploring innovative ways to incorporate interactive digital elements into their physical spaces. Shopping outlets are riding the wave of festive joy to deploy holographic displays in the lead-up to Christmas, both in the window and in public shopping areas.

 

Car manufacturer Kia has deployed a virtual experience on its website for potential buyers to explore the inside of a digitised vehicle, and this type of immersion can even extend to the physical car showroom. Holographic solutions can allow audiences to explore the full range of colour options and exterior/interior of a car in a detailed 3D format. Customers can gain a clear impression of how their desired high-value item would look and feel in physical form, encouraging a sales conversion.

 

Elevating the customer experience

Emerging technologies like AI are poised to take customer engagement to new heights. Already a fixture in online environments through chatbots and virtual assistants, AI is ready to leap into physical spaces.

 

In retail, AI can provide personalised shopping experiences, offering tailored product recommendations and virtual try-ons, significantly enhancing the customer journey. In tourist and visitor spaces like airports, it can act as a multilingual guide, assisting international travellers with their inquiries and directions.

 

AI-powered holographic chatbots are not a potential future innovation, but already a reality. Positioned in strategic areas, they can converse in various languages, breaking down language barriers and providing crucial information. This technology provides a great opportunity to personify the brand and boost human connection.

 

The benefits of digital integration

The advantages of integrating digital technology into customer experiences extend far beyond engagement. For high-value retailers, this integration offers innovative solutions. They can use high-quality 3D models, powered by holographic technology, to display their products, providing customers with a dynamic and interactive viewing experience.

 

This approach not only mitigates the risk and security concerns associated with displaying expensive items but also adds a novel dimension to the shopping experience. Customers can explore intricate details of products, such as jewellery or electronics, in a virtual space that replicates the tactile sensation of examining them in person. It crucially draws attention to the high-margin products and services that bring in the most revenue.

 

Additionally, the spatial efficiency of digital displays can be transformative for businesses. The reduced need for bulky physical displays allows for a more strategic use of floor space. Retailers can optimise their environments to be more open and inviting. This change contributes to creating a more interactive and engaging shopping environment, encouraging customers to explore and interact with products in new, innovative ways.

 

Enhanced by digital technology, these spaces can adapt to changing displays and promotions quickly, keeping the customer experience fresh and exciting.

 

A sustainable digital customer experience

Sustainability is another crucial aspect of integrating digital technologies into customer experiences. Digital solutions offer an eco-friendly alternative to traditional marketing materials like printed brochures and signage, reducing paper waste and the environmental footprint of businesses.

 

By adopting digital displays and interactive solutions such as holographic deployments, companies not only enhance customer engagement but also contribute to a more sustainable business model.

 

These digital approaches also enable businesses to update content swiftly and efficiently, further reducing the need for frequent reprinting and material disposal. This ongoing adaptability not only conserves resources but also aligns with evolving environmental standards and consumer expectations for greener business practices.

 

Emotional connections through technology

Beyond practical benefits, immersive digital experiences have the power to create emotional connections with customers. These connections are vital in building brand loyalty and driving repeat business.

 

A customer who enjoys an engaging, memorable experience is more likely to return and recommend the business to others. For instance, a holographic AI-powered try-on experience in a clothing store that leaves a customer feeling confident and satisfied is more than just a transaction, it’s a moment that can turn a casual shopper into a loyal brand advocate.

 

As the digital landscape continues to evolve, so too must the strategies businesses employ to engage with their customers. The shift towards immersive, interactive customer experiences is not just a trend but a strategic imperative.

 

By effectively blending digital innovations with physical spaces, businesses can create deeply engaging, memorable encounters that resonate with customers. These experiences go beyond mere transactions, they foster emotional connections, build brand loyalty, and set businesses apart in a competitive market.

 

In embracing these digital transformations, businesses are not only meeting current customer expectations but are also paving the way for future innovation and growth.

 

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Kiryl Chykeyuk is CEO and Co-Founder of HYPERVSN

 

Main image courtesy of iStockPhoto.com