In this article, we look at how companies can make this transition and share some notable examples.
Why integrate physical products into virtual worlds?
Integrating physical products into virtual worlds opens up a number of benefits:
- Expanded brand presence: brands can expand their presence in new environments and reach a younger, tech-savvy audience.
- New sales opportunities: The ability to showcase products in an immersive digital environment can drive sales.
- Enhanced product experience: Customers can experience products in innovative ways that would not be possible in real life.
How can companies master integration?
- Digital representation: Companies need to consider how their products are represented in the virtual world. This can be an exact copy of the physical product or a reinterpreted version.
- Interactivity: In the digital space, the possibilities are almost limitless. Products can be presented in an interactive way that would not be feasible physically.
- Integration into stories: In the virtual world, products can be embedded in stories and narratives to make them more appealing to the user.
Exemplary cases
- Nike and the virtual sneakers: Nike recently filed a patent for virtual sneakers that can be integrated into video games. While they do not physically exist, they offer players the opportunity to equip their avatars with exclusive shoes.
- Ikea and the AR app: With its augmented reality app, Ikea allows customers to virtually place pieces of furniture in their own living space before they buy them. This gives an impression of how the product would look in the physical world.
- Rolex and the virtual experience: Rolex has created a virtual boutique experience where customers can navigate through a digital store and try out watches on virtual mannequins.
What should companies look out for?
- Customer loyalty: The integration of products into the virtual world should focus on the added value for the customer. It should not just be about selling, but about offering the customer a unique experience.
- Authenticity: As already mentioned in relation to brand identity, authenticity is crucial. The digital representation of a product should reflect its physical reality.
- Data protection: When products are integrated into digital worlds, customer information is often collected. Companies must ensure that they comply with data protection guidelines.
Conclusion
The merging of physical and virtual reality offers companies countless opportunities. However, to be successful, they must keep the customer at the center of their strategy and always remain authentic. At Visversa Labs, we specialize in helping brands and companies make this transition by providing customized solutions for integrating products into virtual worlds.