Immersed in the search of new tools to make the shopping experience more attractive and interactive for consumers in brick-and-mortar and online stores, the industry has put its hope on Virtual Reality (VR), which is set to breathe new life into the buying experience as well as deepening the bond with customers. 

VR is especially interesting for online pure players that miss to present themselves and their identity in a more compelling, face-to-face way on real-life platforms. That’s the case of men’s personal shopping service Outfittery, which has started to send out to select clients a cardboard within their order boxes, which turns into a full-fledged VR glasses in combination with a smartphone. Once they open a Youtube video in their smartphones, wearers are then placed in the company’s showroom in Berlin, where stylists display some seasonal key looks on models. Viewers have a 360-degree field of vision and can look to the left and right or up and down just by moving their heads.

"On the one hand, we take the opportunity to offer our customers a shopping experience in a very fresh way: outfits in 360 degrees. On the other hand, we would like to invite them to get to know us more closely,” said Anna Alex, founder of Outfittery.  

Still hungry for tech innovations? Get to know Alexander the robot, Westfield’s first test of an artificial intelligence-led activity for kids last summer.