Immersive experiences will not only set the standard for what customers expect from the brands they buy from and continue to support, but they will also be a significant differentiator as more brands find innovative ways to leverage data and the right mix of technology to fulfill customer needs.
With changing consumer behaviors and preferences, it’s evident that the experience brands provide is what differentiates them. According to a 2020 Salesforce report “State of the Connected Customer“, 80 percent of customers and enterprises think that the experience a business offers is just as important as its services or products.
Customer expectations for digital commerce experiences are rising, and they want businesses to speed up digital initiatives as a result of the pandemic. Companies that want to succeed and maintain customers’ business must now figure out how to deliver experiences that meet those expectations — and then keep improving on them. Providing immersive experiences is the most effective method to meet such expectations.
The need for immersive experiences
If brands want customers to conduct business with them, they need to connect with them. When they provide an immersive experience, they are able to establish a new level of connection. Positive immersive experiences boost customer loyalty and advocacy by adding an emotional value. These experiences can help brands stand out, retain customers, and energize them. This is especially critical in areas like e-commerce, where products and services have been commoditized.
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Immersive experiences can also boost conversion rates and engagement. Someone buying on an e-commerce site who can interact with a 3D product, for example, is likely to spend more time with that product than someone who can only engage with a 2D image. Customers who are sure that a purchase will work out are more likely to purchase the item and less likely to return it.
There are numerous problems that brands may face when attempting to sell a product to a business. It’s difficult enough to get through to the right person, but once they do, they must leave a lasting impression. An immersive experience where brands meet the other party in virtual reality and show them the product is much more memorable than a phone or email contact. Virtual reality experiences offer the advantage of requiring neither brands nor the other party to take time out of their day to travel to a meeting that they are unlikely to attend. Instead, it can be done in the comfort of their own setting, and it will be time-worthy, efficient, and effective in establishing the necessary relationship.
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The way forward
A culture shift is often needed for an organization to grow by delivering immersive experiences. To thrive with immersive experiences, certain businesses will need to boost their own culture of experimentation and innovation. Because technology and consumer preferences are changing so quickly, what is popular today may not be desirable in a year’s time, brands must continually experiment and pivot.
Building a process and culture that supports launch-and-learn experiments enables organizations to swiftly produce immersive prototypes and receive immediate feedback from employees and customers. They can then continue to provide the kinds of experiences that deepen emotional bonds, create value, boost loyalty and advocacy.
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