The international grocery store chain uses virtual reality in order to let people shop wherever they are.
Virtual reality provides many opportunities for working 3D models. It allows surgeons to visualize complex surgeries, it creates more realistic flight simulators, and can even be used as a viable therapy option. Still, Tesco and Pelé have teamed up to use virtual reality in a more retail oriented way: allowing customers the ability to browse a 3D supermarket in what they call a “Virtual Reality Experience.”
Created by London-based firm Figure Digital, the simulation debuted at the TCC International Marketing Forum in Berlin. Users slip on Oculus Rift virtual reality eye gear and are instantly transported to a Tesco supermarket. Users move their head to look around the store to explore aisles and products before finding their way to a massive soccer stadium, where the simulation ends. The simulation only allows users to glance through the aisles, not study or pick up the detailed products in them.
While the technology behind the virtual reality experience is still growing, Figure Digital founder Ben Paterson views their success as the beginning of a new way to connect customer and brand:
We can now create 360-degree cinematic experiences and gamified interactive solutions that allow consumers to totally immerse themselves into a brand’s message.
While it could still be years before customers could afford to have this technology at home, 3D simulations like these might mean that your trip to the store could be as easy as sitting at home.